Selling what you can only feel
Lens+ was a new premium subscription for Snapchat Lenses, and people scrolled straight past it. As the first designer on the conversion flow, I ran 6 A/B tests to make premium visible, wanted and worth paying for. I also changed what the team measured.
When the wrong people succeed & the right ones fail
A B2B payments flow had 2 failure modes hidden under one healthy-looking metric. The wrong users were completing setup; the right users were dropping off mid-flow. I redesigned it as a system of orientation layers and changed how the team measured onboarding success.
Unpacking complexity to bring ASL learning to 850M+ users
Partnered with the Deaf community to design an AI-powered language learning experience on Snapchat — leading 18+ user interviews, 3 MVP tests, and a full roadmap to ship an accessible educational tool for global users. Accessibility was not the afterthought, but a starting point.
Scaling a content format to 169% more playtime
Built the loop between creators and their audience through scalable Quiz templates and production tooling. Part of the work was human: I coached 5 visual designers transitioning into product roles, and their input shaped both the process and the outcome.
Getting 3 teams to agree on one AR beauty advisor
Brought in as an independent reviewer after launch of NYX's AR beauty advisor, built with Snap's in-house agency Arcadia. My audit template, with severity ratings plus what was working, got three teams across time zones agreeing on priorities. Over 70% of my recommendations shipped, including a P0 navigation fix shown at Snap's Partner Summit
