CLIENT
INDUSTRY
Social Media
TOOLS
Concept, Ideation, Prototyping and UX Strategy Creative Direction and UX/UI Visual Design
YEAR
2019
BRIEF
Challenge I was given the task to re-design the complexity of the current app that was not a very consumer-friendly interfacing experience.
WHAT I DID
I worked with cross-functional Facebook Community Partnerships Team (CPT) leads and partners from the in-house Marketo, Salesforce and other development teams to help me understand requirements for the Community Leadership Circles Program. Throughout the process, I documented user flows, created email concepts, built email mockups, and validated the experience with CPT along the way.
CHALLENGE
The Facebook Community Groups has been growing rapidly! CPT needed help to quickly scale their email campaign efforts. Partnering with CPT (and key stakeholders from Enterprise Engineering teams) we rapidly bridged the strategy-to execution gap in Marketo and SalesForce.
RESULT
By creating modular email templates, we helped CPT’s staff members quickly and efficiently create emails to send to their Community Group members.
MED-TECH COMPLIANCE
WHAT I DID
I worked with cross-functional Facebook Community Partnerships Team (CPT) leads and partners from the in-house Marketo, Salesforce and other development teams to help me understand requirements for the Community Leadership Circles Program. Throughout the process, I:
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Documented User Flows: Got first hand user insights from Facebook product managers, community managers and interns giving me a clear, step-by-step breakdown of the paths users take within the community portal to complete specific tasks.
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Conducted User Research: I carried out interviews and usability tests to find out where users were struggling, making sure our product plans were based on actual user needs.
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Created Email Design System: created email concepts, built email mockups, design templates for each of the categories: Group, Direct, Esclation, etc. Validated the experience with CPT along the way.
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Initiated Accessibility Standards: I put practices in place that follow WCAG guidelines to make sure everyone can use the product easily.
By tackling these issues directly, I improved the overall product experience and also helped create a more user-focused, scalable base for our work.
RESULT
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MVP Successfully Launched: Led design and product strategy that digitally captured all FDA forms to eliminate and mitigate multiple entry errors using machine learning and AI to help the user optimize FDA compliance with minimal effort.
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A user-centered approach: that resonated with early adopters. Collaborated closely with development to streamline workflows and implement key features based on real user feedback.
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Scaling the Team: Played a pivotal role in hiring and onboarding offshore teams—designers, engineers, product managers
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Accelerating Execution: ensuring alignment between design, product, and business goals.
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Product & Strategy Leadership: Worked closely with stakeholders during our first sales cycle to refine the value proposition, translating customer insights into product enhancements that drove adoption and positioned us for growth.
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System Maintenance: Built an intelligent system able to maintain these livable documents by setting time based procedures that needed to be regularly maintained in order to stay within the FDA regulatory guidelines.
BRIEF
As Product Lead at Shifamed's stealth startup, I spent over two years bringing our B2B2C SaaS web desktop and mobile app to life—crafting an MVP designed for both immediate impact and long-term scalability. Beyond shaping the product experience down to the pixel, I played a pivotal role in driving product strategy and advocating for a user-first mindset—shifting the small startup towards a truly product-driven approach.
As a Human Factors Engineer, I was deeply committed to ensuring that we weren’t just building for medtech professionals, but with other team members like suppliers, back office shipping and even the accounting teams. By embedding user-centered thinking into our Enlil culture, I helped lay the foundation for long-term product growth.
WHAT I DID
Starting as the Lead Principal Design Manager, I moved into a more strategic position, adopting the role of Lead Product Designer with a hands-on method to handle these problems:
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Bridged Gaps – I set up better communication methods to bring together the design, engineering, and product teams, which helped us work together more effectively.
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Conducted User Research – I carried out interviews and usability tests to find out where users were struggling, making sure our product plans were based on actual user needs.
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Created Design System – I created scalable, reusable components to make our product more consistent and efficient.
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Initiated Accessibility Standards – I put practices in place that follow WCAG guidelines to make sure everyone can use the product easily.
By tackling these issues directly, I improved the overall product experience and also helped create a more user-focused, scalable base for our work.
BRIEF
The Facebook Community Groups has been growing rapidly! CPT needed help to quickly scale their email campaign efforts. Partnering with CPT (and key stakeholders from Enterprise Engineering teams) we rapidly bridged the strategy-to execution gap in Marketo and SalesForce.
PROBLEM
I was given the task to re-design the complexity of the current app that was not a very consumer-friendly interfacing experience.
CLIENT
INDUSTRY
Social Media
TEAM
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1 Hybrid Product Designer (me)
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2 SalesForce Consultants
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1 Marketo Consultant
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1 Technical Lead
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2 Engineers
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1 Marketing Lead
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1 Product Manager
ROLES
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Product Design
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CRM Setup
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Front-End Coding
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Prototyping
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Change Management
TOOLS
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Framer
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Affinity Designer
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Visual Studio
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Quip
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WhatsApp
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Messenger
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Jira
DURATION
2019
TASK
Defining the problem
One of the most challenging aspects of this project was not the discovery but playing calendar gymnastics with stakeholders and managers spread across the globe, I had to work with timezones and constant travel in order to nail down a time that worked for everyone.
Research
Laying out the framework
Ethnography and a few workshop sessions with CPT produced sound personas, flushed out business process, service design flows to get a better understanding of the problem at hand to craft a solution that delivered results.
FLOW
Laying out the groundwork: Ethnography and a few workshop sessions flushed out business processes, service design flows to get a better understanding of the problem at hand to craft a solution that delivered results.
Design & Development
Being a hybrid designer/coder, I have a full understanding of front-end coding, animation, and what’s capable in today’s trends helps to ensure the design is translated pixel perfect.
Design & Development
Being a hybrid designer/coder, I have a full understanding of front-end coding, animation, and what’s capable in today’s trends helps to ensure the design is translated pixel perfect.
Responsive & Adaptive
Fluid and ever changing to multiple devices and various screen sizes, an interface has to be clear & legible to be readable.
Testing & Training
Being the largest social network globally, you have to make sure what you design works on most screens and devices and also loads quickly. Training in-house staff extensively before handing off the keys Marketo, the email campaign template tool, ensured a successful handoff.
IMPACT
By creating modular email templates, we helped CPT’s staff members quickly and efficiently create emails frictionless to send to their Community Group members.
25%
New sign up conversions
150%
Increase in New Visitors
50%
Increase in Group Creations
RESULTS
Success Metrics
Iconography
Before
After
Iconography
