Scaling Design
for Business Growth.
Qapital
|
Director of Product Design
My role
I led the product design team in elevating a savings and investing app trusted by over 2 million users, balancing delightful experiences with measurable business impact.
My focus was on enabling designers to thrive by shaping the right conditions, processes, and strategies in close partnership with product, engineering, and stakeholders. Together, we delivered more intuitive experiences for users while driving tangible business value.
LEADERSHIP
DESIGN STRATEGY
EXPERIENCE LED
FINTECH
STRATEGIC RESEARCH
EXPERIENCE VISION
STAKEHOLDER MANAGEMENT
STAFF
Opportunities
Increase Retention
How might we reduce friction at critical drop-off moments in the user journey?
Enhance The Core
How might we simplify complex interactions to make the core experience effortless?
Approach
Conditions
Leverage research to lead, scale, and create the right conditions for design teams to enhance user experiences. Use research-driven insights to shape saving and investing journeys that engage users and help them achieve their financial goals.
Impact and Outcomes
Shared Goals
By aligning our design efforts with executive priorities, we began working toward shared, measurable outcomes. These outcomes include reducing costs and increasing revenue by addressing design debt that drives customer service calls, as well as decreasing churn through incremental improvements to the user experience.
Roadmap
By reprioritizing ongoing feature initiatives across several teams and refocusing our resources on the core product’s experience debt, I helped the organization address critical business issues that were driving churn, while uncovering new opportunities. This shift made us more proactive in advancing the user experience and translating improvements into stronger business performance.
