Successful Outcomes

WIN Reality | May 2023 – Jan 2025
Led the end-to-end design strategy for mobile, web, and VR experiences, improving engagement and retention for youth athletes, parents, and coaches.

• Increased mobile conversion rates by +40% by refining onboarding and feature discovery flows.

• Boosted VR user retention by 17% through gamified training plans and progress tracking.

• Conducted 30+ user interviews and usability tests, directly informing UX enhancements.

• Defined the company's first design system, ensuring consistency across 3 digital platforms.

Zwift | Jul 2020 – Nov 2022
Led the Growth design team, driving UX improvements that increased membership acquisition and engagement across Zwift’s digital ecosystem.

• Increased new user activation by 53% through redesigned onboarding flows.

• Spearheaded a feature launch that drove a 40% faster conversion.

• Led a redesign of Zwift’s e-commerce experience, increasing checkout conversion by 11%.

• The subscription rate increased by +15.5pp and trialists subscribed more quickly through redesigned onboarding flows

Incipio | Dec 2017 – Sep 2019
Defined and executed product design strategies across Incipio, Griffin, and Survivor brands, delivering omnichannel solutions for global markets.

• Reduced product development cycles by 35% through an improved agile design process.

• Increased SKU adoption by 15% by aligning digital strategy with retail insights.

• Managed high-profile collaborations with Kate Spade, Coach, and Under Armour.

Nike Equipment | JR286 | Sep 2013 – Sep 2017
Oversaw global product strategy for Nike Equipment, driving innovation in athlete-focused gear.

• Built and scaled a design team from 2 to 12, mentoring talent and refining UX processes.

• Doubled revenue in two years for Nike’s hydration and football mouthguard lines.

• Designed the Nike Pro Hijab, which was validated by elite athletes and received global recognition.

• Developed muscle-stabilizing sleeves tested by Serena Williams and introduced in professional tennis tournaments.

• Partnered with R&D to introduce three patented innovations in sports equipment