Every screen was designed from scratch and nothing felt like it belonged to the same product. I built the system — tokens, components, and the usage guidance — plus the rituals that keep it alive after the launch enthusiasm wears off.

Unified type, color, and motion into one kit applied across 9 surfaces without a redraw each time.

We were guessing what users wanted and calling it intuition, which meant the loudest opinion usually won. I ran the studies, brought back evidence instead of preference, and turned the findings into decisions the team could trust and repeat without me in the room.

Reworked the flow around what usability testing surfaced; task success rose from 28% to 41%.

Onboarding lost people in the first two minutes: a beautiful flow that asked for too much before it gave anything back. I rebuilt it around the first moment of value — cut the fields, delayed the friction, and earned the commitment instead of demanding it.

Componentized 6 patterns with usage guidance; 7 teams now design and build from one source.

The brand felt dated and drifted a little further apart on every surface it touched. I gave it a coherent identity flexible enough to survive contact with real work — type, color, and motion defined once and then applied, rather than reinvented per campaign.

Redesigned the confusing surface end to end; related support tickets fell 55%.