design for

8 years of designing AI and automated enterprise products

Leading Design at Axiamatic

Axiamatic • 2023 – 2024

Axiamatic is a Greylock-backed startup that uses AI to help enterprises run programs successfully.

 

I led the Design organization, hiring and managing a distributed team across 3 time zones. I established key processes like Design QA, critiques, and customer feature request tracking. In 3 months, post-development UI issues dropped by 35%, and team velocity increased by 20%.

 

While managing the Design team, I also served as a lead IC, designing critical products like an executive dashboard and an automated insights engine.

 

During my tenure as Head of Design, Axiamatic successfully exited stealth mode and won several industry awards.

35%

fewer UI bugs

20%

increased team velocity

Automating audience targeting at Meta

Meta • 2022

In Meta’s Monetization team, I crafted and aligned a vision for automated audience targeting. In a shifting landscape where advertisers were paying more to advertise on Facebook, AI and automation were key ways for Meta to stay resilient.

 

I led a 6-week discovery sprint, producing a framework with a clear problem statement, segmented user personas, and a cohesive user flow. I designed and prototyped solutions that covered the entire journey. I regularly aligned the vision with decision-makers, and finally secured approval from Meta’s Director of Product Design. As a result, two P0 features were added to Meta’s roadmap and we formed 4 cross-team partnerships to deliver the vision.

 

One of the products I designed—Advantage+ audience—lowered advertisers’ costs by up to 15% after it was launched.

2 P0 features

added to Meta’s roadmap

7 to 15%

decreased cost per ad result

Helping small businesses get more leads

Meta • 2021

In Meta’s SMB Automation team, our goal was to apply automation and AI to help underserved, smaller advertisers get better results.

 

We identified lead generation (e.g. insurance, real estate, education) as a high-potential opportunity. However, this segment faced unique challenges: difficulty tracking customer conversion, long consideration times, and distrust in automation.

 

I designed an end-to-end experience that increased advertiser trust, streamlined campaign creation, and accurately forecasted outcomes.

 

Our Beta test led to 26% lower cost per conversion, 3× faster campaign creation, and 100% positive user sentiment.

19%

lower cost per conversion

3x

faster campaign creation

Converting candidates into quality hires

Beamery • 2019

Beamery uses AI to help enterprises grow and retain their workforce. I designed and shipped products like event managers and career website builders to help companies attract prospects and convert them into quality hires.

 

Recruiters used Beamery forms to capture candidate data during recruitment events, job applications, and marketing initiatives. However, our forms were outdated and cumbersome for candidates while producing messy data for recruiters.

 

After extensive research (including an onsite ethnographic study), I revamped the experience for both candidates and recruiters. I added new entry and exit points, unlocking broader conversion flows that engaged candidates at every step of their journey.

 

Within one quarter, we surpassed goals: 35% increase in candidate conversion and 30% increase in active users.

35%

increased conversion

30%

increased active users

Launching Beamery's first Design System

Beamery • 2019

As Beamery scaled, our Design library couldn’t keep up. Frontend Engineers were spending ~50% of their time rebuilding components, and we were losing deals due to a “poor, outdated UI”.

 

In addition to my product design workload, I partnered with a Frontend Engineering Lead to explore building a Design System to address these issues. Over two months, I ran a team alignment workshop, designed the System’s foundations and core components, and socialized progress with leadership.

 

When executives were still hesitant, I conducted internal interviews to amplify the experiences of Beamery’s employees. This human-centered approach enabled us to secure executive buy-in, and a dedicated team was hired to develop the new Design System.

design for

8 years of designing AI and automated enterprise products

Leading Design at Axiamatic

Axiamatic • 2023 – 2024

Axiamatic is a Greylock-backed startup that uses AI to help enterprises run programs successfully.

 

I led the Design organization, hiring and managing a distributed team across 3 time zones. I established key processes like Design QA, critiques, and customer feature request tracking. In 3 months, post-development UI issues dropped by 35%, and team velocity increased by 20%.

 

While managing the Design team, I also served as a lead IC, designing critical products like an executive dashboard and an automated insights engine.

 

During my tenure as Head of Design, Axiamatic successfully exited stealth mode and won several industry awards.

35%

fewer UI bugs

20%

increased team velocity

Automating audience targeting at Meta

Meta • 2022

In Meta’s Monetization team, I crafted and aligned a vision for automated audience targeting. In a shifting landscape where advertisers were paying more to advertise on Facebook, AI and automation were key ways for Meta to stay resilient.

 

I led a 6-week discovery sprint, producing a framework with a clear problem statement, segmented user personas, and a cohesive user flow. I designed and prototyped solutions that covered the entire journey. I regularly aligned the vision with decision-makers, and finally secured approval from Meta’s Director of Product Design. As a result, two P0 features were added to Meta’s roadmap and we formed 4 cross-team partnerships to deliver the vision.

 

One of the products I designed—Advantage+ audience—lowered advertisers’ costs by up to 15% after it was launched.

2 P0 features

added to Meta’s roadmap

7 to 15%

decreased cost per ad result

Helping small businesses get more leads

Meta • 2021

In Meta’s SMB Automation team, our goal was to apply automation and AI to help underserved, smaller advertisers get better results.

 

We identified lead generation (e.g. insurance, real estate, education) as a high-potential opportunity. However, this segment faced unique challenges: difficulty tracking customer conversion, long consideration times, and distrust in automation.

 

I designed an end-to-end experience that increased advertiser trust, streamlined campaign creation, and accurately forecasted outcomes.

 

Our Beta test led to 26% lower cost per conversion, 3× faster campaign creation, and 100% positive user sentiment.

19%

lower cost per conversion

3x

faster campaign creation

Converting candidates into quality hires

Beamery • 2019

Beamery uses AI to help enterprises grow and retain their workforce. I designed and shipped products like event managers and career website builders to help companies attract prospects and convert them into quality hires.

 

Recruiters used Beamery forms to capture candidate data during recruitment events, job applications, and marketing initiatives. However, our forms were outdated and cumbersome for candidates while producing messy data for recruiters.

 

After extensive research (including an onsite ethnographic study), I revamped the experience for both candidates and recruiters. I added new entry and exit points, unlocking broader conversion flows that engaged candidates at every step of their journey.

 

Within one quarter, we surpassed goals: 35% increase in candidate conversion and 30% increase in active users.

35%

increased conversion

30%

increased active users

Launching Beamery's first Design System

Beamery • 2019

As Beamery scaled, our Design library couldn’t keep up. Frontend Engineers were spending ~50% of their time rebuilding components, and we were losing deals due to a “poor, outdated UI”.

 

In addition to my product design workload, I partnered with a Frontend Engineering Lead to explore building a Design System to address these issues. Over two months, I ran a team alignment workshop, designed the System’s foundations and core components, and socialized progress with leadership.

 

When executives were still hesitant, I conducted internal interviews to amplify the experiences of Beamery’s employees. This human-centered approach enabled us to secure executive buy-in, and a dedicated team was hired to develop the new Design System.

design for

8 years of designing AI and automated enterprise products

Leading Design at Axiamatic

Axiamatic • 2023 – 2024

Axiamatic is a Greylock-backed startup that uses AI to help enterprises run programs successfully.

 

I led the Design organization, hiring and managing a distributed team across 3 time zones. I established key processes like Design QA, critiques, and customer feature request tracking. In 3 months, post-development UI issues dropped by 35%, and team velocity increased by 20%.

 

While managing the Design team, I also served as a lead IC, designing critical products like an executive dashboard and an automated insights engine.

 

During my tenure as Head of Design, Axiamatic successfully exited stealth mode and won several industry awards.

35%

fewer UI bugs

20%

increased team velocity

Automating audience targeting at Meta

Meta • 2022

In Meta’s Monetization team, I crafted and aligned a vision for automated audience targeting. In a shifting landscape where advertisers were paying more to advertise on Facebook, AI and automation were key ways for Meta to stay resilient.

 

I led a 6-week discovery sprint, producing a framework with a clear problem statement, segmented user personas, and a cohesive user flow. I designed and prototyped solutions that covered the entire journey. I regularly aligned the vision with decision-makers, and finally secured approval from Meta’s Director of Product Design. As a result, two P0 features were added to Meta’s roadmap and we formed 4 cross-team partnerships to deliver the vision.

 

One of the products I designed—Advantage+ audience—lowered advertisers’ costs by up to 15% after it was launched.

2 P0 features

added to Meta’s roadmap

7 to 15%

decreased cost per ad result

Helping small businesses get more leads

Meta • 2021

In Meta’s SMB Automation team, our goal was to apply automation and AI to help underserved, smaller advertisers get better results.

 

We identified lead generation (e.g. insurance, real estate, education) as a high-potential opportunity. However, this segment faced unique challenges: difficulty tracking customer conversion, long consideration times, and distrust in automation.

 

I designed an end-to-end experience that increased advertiser trust, streamlined campaign creation, and accurately forecasted outcomes.

 

Our Beta test led to 26% lower cost per conversion, 3× faster campaign creation, and 100% positive user sentiment.

19%

lower cost per conversion

3x

faster campaign creation

Converting candidates into quality hires

Beamery • 2019

Beamery uses AI to help enterprises grow and retain their workforce. I designed and shipped products like event managers and career website builders to help companies attract prospects and convert them into quality hires.

 

Recruiters used Beamery forms to capture candidate data during recruitment events, job applications, and marketing initiatives. However, our forms were outdated and cumbersome for candidates while producing messy data for recruiters.

 

After extensive research (including an onsite ethnographic study), I revamped the experience for both candidates and recruiters. I added new entry and exit points, unlocking broader conversion flows that engaged candidates at every step of their journey.

 

Within one quarter, we surpassed goals: 35% increase in candidate conversion and 30% increase in active users.

35%

increased conversion

30%

increased active users

Launching Beamery's first Design System

Beamery • 2019

As Beamery scaled, our Design library couldn’t keep up. Frontend Engineers were spending ~50% of their time rebuilding components, and we were losing deals due to a “poor, outdated UI”.

 

In addition to my product design workload, I partnered with a Frontend Engineering Lead to explore building a Design System to address these issues. Over two months, I ran a team alignment workshop, designed the System’s foundations and core components, and socialized progress with leadership.

 

When executives were still hesitant, I conducted internal interviews to amplify the experiences of Beamery’s employees. This human-centered approach enabled us to secure executive buy-in, and a dedicated team was hired to develop the new Design System.