Scaling Design
for Business Growth.
Qapital
Director of Product Design
My role
My role
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
Opportunities
Opportunities
Measurable Outcomes
How might we create a shared language around UX outcomes that connects teams, leadership, and users?
Measurable Outcomes
How might we create a shared language around UX outcomes that connects teams, leadership, and users?
Measurable Outcomes
How might we create a shared language around UX outcomes that connects teams, leadership, and users?
Increase Retention
How might we reduce friction at critical drop-off moments in the user journey?
Increase Retention
How might we reduce friction at critical drop-off moments in the user journey?
Increase Retention
How might we reduce friction at critical drop-off moments in the user journey?
Drive Revenue
How might we connect improved user experiences directly to revenue-generating behaviors?
Drive Revenue
How might we connect improved user experiences directly to revenue-generating behaviors?
Drive Revenue
How might we connect improved user experiences directly to revenue-generating behaviors?
Reduce costs
How might we use measurable UX outcomes to demonstrate operational savings?
Reduce costs
How might we use measurable UX outcomes to demonstrate operational savings?
Reduce costs
How might we use measurable UX outcomes to demonstrate operational savings?
Experience-led
How might we connect UX outcomes with strategy so experience guides business direction?
Experience-led
How might we connect UX outcomes with strategy so experience guides business direction?
Experience-led
How might we connect UX outcomes with strategy so experience guides business direction?
Enhance The Core
How might we simplify complex interactions to make the core experience effortless?
Enhance The Core
How might we simplify complex interactions to make the core experience effortless?
Enhance The Core
How might we simplify complex interactions to make the core experience effortless?
Approach
Approach
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.
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.
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.
Research
Continuously uncover and reduce user pain points while shaping a seamless, scalable experience that supports new capabilities and delivers on desired UX outcomes.
Research
Continuously uncover and reduce user pain points while shaping a seamless, scalable experience that supports new capabilities and delivers on desired UX outcomes.
Research
Continuously uncover and reduce user pain points while shaping a seamless, scalable experience that supports new capabilities and delivers on desired UX outcomes.
Efficiency
Establish more effective ways of collaborating with peers and stakeholders to identify and deliver user value that drives business outcomes like higher retention and revenue growth.
Efficiency
Establish more effective ways of collaborating with peers and stakeholders to identify and deliver user value that drives business outcomes like higher retention and revenue growth.
Efficiency
Establish more effective ways of collaborating with peers and stakeholders to identify and deliver user value that drives business outcomes like higher retention and revenue growth.
Impact and Outcomes
Impact and Outcomes
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.
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.
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.
Continuous Research
By embedding continuous research, I helped shift the mindset from acting as a feature factory (“build it right”) to deeply understanding the current experience and identifying the right problems to solve. This enabled smarter decisions from the start and accelerated the organization’s maturity into an experience-led company.
Continuous Research
By embedding continuous research, I helped shift the mindset from acting as a feature factory (“build it right”) to deeply understanding the current experience and identifying the right problems to solve. This enabled smarter decisions from the start and accelerated the organization’s maturity into an experience-led company.
Continuous Research
By embedding continuous research, I helped shift the mindset from acting as a feature factory (“build it right”) to deeply understanding the current experience and identifying the right problems to solve. This enabled smarter decisions from the start and accelerated the organization’s maturity into an experience-led company.
Targeting the Core
I influenced business priorities to target the core product’s experience debt by linking it to ongoing operational costs and rising churn. By resolving identified issues, leadership more clearly recognized the connection between persistent user frustrations and lost revenue.
Targeting the Core
I influenced business priorities to target the core product’s experience debt by linking it to ongoing operational costs and rising churn. By resolving identified issues, leadership more clearly recognized the connection between persistent user frustrations and lost revenue.
Targeting the Core
I influenced business priorities to target the core product’s experience debt by linking it to ongoing operational costs and rising churn. By resolving identified issues, leadership more clearly recognized the connection between persistent user frustrations and lost revenue.
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.
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.
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.
Glimpse of Outputs
Glimpse of Outputs
Glimpse of Outputs
