 Meta / AnswerLab |
 Hill's Pet |
 Verizon |
Meta / AnswerLab |
Hill's Pet |
Verizon |
Three recent engagements — a global research initiative, a professional platform overhaul, and a developer-facing marketplace. Each one started with a problem that wasn't quite what it looked like on the surface, and ended with something measurably better than what was there before.
Through AnswerLab, I led complex multi-methodology research initiatives for one of the world's largest social platforms. The focus was creator workflows — specifically, finding where the experience was breaking down for the people building content and businesses on the platform, and translating that behavioral data into something leadership could actually act on.
Methods included usability studies, contextual inquiry, 1:1 qualitative interviews, and unmoderated remote research. The output wasn't just findings — it was executive-ready synthesis that mapped friction directly to roadmap decisions.
Hill's serves veterinary professionals through a specialized platform carrying 400+ products. The existing taxonomy had grown organically over years into something that no longer served the people using it — clinicians trying to find the right product quickly, under real time pressure. Usability scores reflected it.
Card sorting and tree testing exposed the structural problems. High-fidelity Figma prototyping rebuilt the information architecture from the ground up. A/B testing validated the redesign before full rollout. Time-to-product came down. Usability scores went up across the board.
Verizon's API Marketplace was built for engineers, by engineers — which meant the experience of getting from "I found this" to "I'm using this" was longer and harder than it needed to be. The ask was to reposition it as a product developers actually want to use, not just a technical resource they have to navigate.
Led strategy and design across the full developer onboarding experience: persona development, journey mapping, information architecture, and a component library that gave the design system real scalability. The measure of success was time-to-first-API-call. It went down.
Looking for the full picture?
A PDF portfolio covering additional UI and visual design work — wireframes, design system components, and comps across engagements not featured here.
