Previous work

Five stories. Real problems. Actual outcomes.

Client names are held in confidence. Everything else (situation, approach, and result) is exactly what happened.

EdTech

Personalization & Growth Strategy

Situation: A fast growing EdTech platform was struggling to activate new users and keep them coming back. Despite strong top of funnel acquisition, early engagement dropped off quickly: a costly leak in a subscription driven business.
Approach: Built behavioral segmentation models to understand how different learner profiles moved through onboarding. Designed onboarding flows driven by recommendations and reengagement sequences tailored to each segment, replacing a one size fits all experience with contextually relevant interventions.
Outcome: Early customer activation improved by 19%. Retention increased by 14%. Repeat engagement grew by 40%.

Fashion Ecommerce

Situation: A European fashion brand had an underperforming online channel: strong product, weak digital execution. The gap between brand quality and digital experience was costing them sales.
Approach: Led the full product lifecycle from discovery to launch. Conducted user research to understand purchase barriers, ran A/B tests to validate UX decisions, defined information architecture and feature prioritization, and drove delivery from end to end.
Outcome: Online sales increased by $200K. User engagement improved measurably across key purchase journey metrics.

Retail Ecommerce

Situation: A Barcelona retail brand faced an existential threat as the pandemic shut down physical retail overnight. Their existing digital presence couldn't carry the business; the window to act was weeks, not months.
Approach: Delivered a fully revamped ecommerce platform under extreme constraints: a compressed timeline, remote collaboration across time zones, and a budget shaped by crisis conditions. Made deliberate UX and frontend tradeoffs to prioritize speed to launch without sacrificing the brand's core shopping experience.
Outcome: Modernized the digital storefront and preserved business continuity through peak pandemic disruption. The platform became the brand's primary sales channel during physical closure.

Nonprofit

Situation: A nonprofit was running its service delivery entirely through manual coordination: spreadsheets, email chains, and word of mouth. As demand grew, the model was breaking down. Volunteers were dropping through the cracks, and communities weren't getting consistent support.
Approach: Mapped existing service workflows from end to end to identify the highest friction handoffs. Led design and development of a lightweight digital service management tool built specifically around the NGO's operational constraints, limited technical resources, and zero tolerance for overengineering.
Outcome: Replaced manual coordination with a structured digital system, reducing administrative overhead and enabling the organization to serve a meaningfully larger community without adding staff.

Media & Entertainment

Situation: A media company wanted to deepen audience engagement beyond the television screen by building a companion product that extended the live viewing experience onto mobile in real time, turning passive viewers into active participants.
Approach: Led user research to understand second screen behaviors during live programming. Defined the product vision and interaction models for real time sync between the broadcast and the companion app. Worked with engineering through iterative build and test cycles to refine the experience based on actual viewer behavior.
Outcome: Shipped a companion experience that increased session engagement time and opened a new interactive content surface across the brand's programming slate.

AI Projects

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