Spearheaded a complete platform redesign by establishing a robust, scalable design system to ensure long-term consistency.

• Leadership: Led a team of 7 to iterate and enhance the core product experience.
  
  

• Continuous Discovery: Targeted user needs by blending qualitative insights with quantitative data (Heap, Clarity, PostHog, Metabase).
  
  

• Massive Impact: Fueled hyper-growth by scaling the platform's user base from 700,000 to over 4.5 million.
  
  

I led the transition from a restrictive vendor-first model to a unified "Product-Based" experience by analyzing quantitative funnels (Metabase) and qualitative behaviors (Hotjar session recordings and usability tests).

To reduce interaction cost, I completely redesigned the core purchase flow. This iterative, data-driven strategy drastically shortened the user journey and decision time.

• Successfully shifted user behavior by prioritizing product discovery over store selection;
  
  

• Scaled the feature from an experimental MVP to a core flow, increasing search-to-cart conversion;
  
  

• Established a robust foundation for a vendor-less shopping architecture across the platform.

To ensure seamless delivery from design to deployment, I managed the entire product development process end-to-end.

My responsibilities included handing over finalized designs to infrastructure, backend, frontend, and QA teams, as well as supervising the planning, testing, and release phases.

By overseeing the full workflow, I ensured execution was efficient, high-quality, and fully aligned with both user needs and business objectives.

I led as Product Design Lead with a dual mandate: build the team and modernize the product without disrupting a live operation. I assembled the product design team end-to-end defining roles, hiring and onboarding, and setting rituals (crits, design reviews, async specs) that tightened our collaboration with Product & Engineering.

In parallel, I architected a new design system (tokens, components, accessibility, content guidelines) with clear governance and versioning, enabling consistent, scalable UI across surfaces.

To de-risk change, I audited and documented every current-state flow, clarified ownership, and established canonical user journeys. I then planned and managed a phased migration to the new system rollouts, compatibility tracking, and team training so we could evolve the experience step by step while maintaining service continuity.