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WorkI specialize in crafting user-first B2C digital experiences that convert, educate, and engage. By combining research-driven strategy with empathetic design, I help businesses turn complex challenges into scalable, human-centered solutions. My focus is on results—whether that’s boosting retention, simplifying onboarding, or enabling accessibility for underserved demographics.
Due to NDA restrictions, a more detailed breakdown of the process and additional visuals are available upon request.
BrainTest App
Goal: Design a cognitive health assessment app that’s intuitive and trustworthy for older adults with limited digital experience.
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Challenges:
- Accommodating users unfamiliar with smartphones and touch interfaces.
- Ensuring medical credibility while keeping the UI minimal and non-intimidating.
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Process:
- Conducted ethnographic interviews and usability testing with seniors aged 60+ to uncover friction points.
- Worked with neuroscientists and geriatric experts to validate test logic and tone.
- Prototyped and iterated using feedback from over 30 user test sessions.
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Solution:
- Launched a HIPAA-compliant app with a high completion rate among first-time users, enabling early cognitive screening for 200,000+ individuals across North America.
BrainTest
Website
Mini-Me Kids Brand
Goal: Build a unified digital brand ecosystem for children that balances fun and educational value.
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Challenges:
- Maintaining brand coherence across four distinct product lines: Games, Videos, Books, and Learning Academy.
- Designing content that is both developmentally appropriate and engaging for ages 3–8.
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Process:
- Led cross-functional workshops with educators, designers, and stakeholders to define age-specific learning outcomes.
- Applied UI heuristics and child psychology insights to create intuitive, colorful interfaces that encourage exploration.
- Developed gamification systems to boost session time and return visits.
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Solution:
- Increased user engagement by 40% year-over-year and expanded the brand’s reach into 5 new international markets.
Unlimited Gamez
Goal: Redesign a mobile-first, subscription-based game hub to improve retention and discovery.
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Challenges:
- Low session duration and unclear navigation across genres and gameplay types.
- High churn within the first 7 days of onboarding.
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Process:
- Analyzed session heatmaps and funnel data to pinpoint drop-off zones.
- Introduced a new branding with onboarding flow and content filters to personalize recommendations.
- Collaborated with developers to improve game loading speeds and mobile responsiveness.
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Solution:
- Improved 7-day retention and increased average session length to about 7 minutes through targeted UX changes.