a product designer in toronto—previously at hubspot, clio, roadmunk, shopify etc. :)

about me.

With 8 years of Product Design experience across desktop, web and mobile, alongside a commitment to building useful and trustworthy digital products, I bring a systems-oriented and customer-centric approach to tackling ambiguous and complex problems.

Having worked within a range of problem spaces like e-commerce, legal SMBs, SaaS, enterprise tools, customer service channels, etc; I tend to find the most satisfaction in solving for large diverse groups, and work that’s grounded in simple but tangible value to everyday people.

I am many things outside of design—a business owner, a music-enthusiast, an earl grey enjoyer, and a productively tangential talker, who’s gradually becoming a cat person… ^^

i have designed products and features for…

my work.

A selection of samples and highlights from my body of work, including freelance and corporate experience.

I’m always eager to discuss the nuanced and complex stories behind these projects—please don’t hesitate to reach out!

2023 – 2024

Calling Vision

I crafted a product design vision for HubSpot Calling, specifically the rep and team calling experience in Help Desks, Inboxes and other multi-channel customer service workspaces.

Problem:
Customer service reps are incredibly critical, yet often undervalued contributors to a business’ success. Survey research indicates that a whopping 93% of customers are likely to make repeat purchases with companies who offer excellent customer service. But on the flip side, 1 in 3 customers will abandon a product / service after a single bad customer service experience.

A closer look reveals that in contrast with text-based communication channels, the support calling experience has a key distinction: Synchronicity. Phone calls have a ton of urgency in the here-and-now, and tend not to adhere to a typical linear support triage workflow, as customers expect their issue to be resolved within the duration of the phone call.

However, addressing customer problems can often extend beyond the scope of a single rep or department, with disconnected tools and disparate systems making it harder for these support cases to be efficiently transitioned and resolved. This issue is compounded as teams mature and their calling needs evolve over time. 

Upon gathering these foundational insights, I took on the challenge of outlining a design vision for a connected and efficient calling experience for customer service teams who use HubSpot.

Process:
I led and facilitated a series of cross-functional workshops to help stakeholders across the organization come to a deep understanding of service team needs. Further, I defined and then created alignment around a core mission: Enhancing collaboration, prioritization and efficiency for service reps who make and receive calls in team workspaces.

I tackled key areas of the service rep calling experience, designing and rigorously testing features to harmonize calling with text-based channels in HubSpot. I then worked to deliver a scalable routing system to address the needs of service organizations at various maturity levels—thereby enabling reps to leverage each other’s strengths and specialized skills on-the-go, and creating a truly collaborative service rep experience.*

Outcomes:
With this vision; I defined and successfully delivered a clear and scalable strategic direction for the 3-year horizon of HubSpot Calling—helping to strengthen and empower organizations to deliver exceptional customer service at various maturity levels.

By leveraging a framework that mapped our product milestones to service team maturity, I equipped us with a shared language to align on the scope and complexity of feature areas, and remain crystal clear on the key investments and customer value we'd unlock at each step.

I also set strategic direction for our 3rd-party calling integrations, and defined how we supercharge rep workflows at critical points, eliminating mundane and repetitive tasks through automation and artificial intelligence.

*Many of the process details, concept designs, and metrics related to this work are confidential.
Please connect with me, and I'd be happy to have in-depth discussions and show you the case study.

2023

Inbound Calling

I designed a net-new Inbound Calling product for HubSpot. Tackling the problem of decentralized tools, I helped service and support teams provide quality customer care through a more connected workflow, built on the powerful foundation of a world-class CRM.

Process:
To achieve this—besides simply crafting an inbound solution, I worked closely with cross-functional partners to optimize the overall calling experience (for outbound and video) and navigate some gnarly technical systems challenges like; rethinking our rigid legacy call association model, in order to properly align data from phone calls with core objects in the CRM.

I also partnered with stakeholders across several teams to scale specific components and philosophies within our design system, affording us the necessary flexibility to meet the calling workflow needs of our customers, and better support many upcoming features.

I then ran experiments to determine our next steps for unifying the disparate pieces of the new inbound and legacy outbound calling products, into a single seamless bi-directional calling experience.

Outcomes:
Along with a brilliant team of collaborators, I delivered an Inbound Calling experience which far exceeded our activation targets, boosted Service Hub seat retention by a significant margin, and offered customer service teams a real game changer in their daily workflows.*

*The artifacts, metrics and details of this work are strictly confidential. Please connect with me, and I'd be happy to have in-depth discussions and show you a case study.

2024

Foli App

I designed a mobile app for Canadian plant shop, Foli. They take pride in a diverse inventory and offer custom product lines to serve individual and corporate needs.

The app seeks to strike an ideal balance between e-commerce and lifestyle, incorporating plant and accessory purchasing, alongside education and gamified daily routines to help nurture sustainable plant care habits.

Foli was born from a desire to make plant ownership and care much easier and enjoyable for everyone. A business founded on the belief that plants have the potential to enrich every home and every life!

The app experience emphasizes Foli's unique offering, with the aim of fostering a thriving community of plant enthusiasts— both novices and seasoned green thumbs, bringing people closer to nature and to each other.

2021

Identity & Access Management

Shortly after the acquisition of Clio’s new Grow product, I led design to create a unified customer identity, user permissions, and access management system for law firms.

Outcomes:
I brought clarity to a very nebulous and complex problem, and established Clio’s Customer Identity Portal with new and more efficient paradigms spanning across all account types, and user access levels within the law firm.

Further, I designed our plan for the successful migration of thousands of law firm accounts into a new secure single sign-on experience, strongly positioning Clio for upmarket growth to mid-sized and enterprise legal customers.

2017

Instagram Sales Channel

I worked on the very first version of Shopify’s globally successful Instagram sales channel, with the objective of making direct customer conversion from social media more attainable for small business merchants.

Problem:
Quantitative research indicated that many Shopify merchants experienced high levels of customer engagement with their posts on Instagram, but this unfortunately wasn’t quite translating into conversion. Consumers would often compare products on social media, but end up resorting to amazon or household name brands for final purchase, resulting in revenue loss for smaller merchants.

Some contributing factors included:

An almost goldfish-like attention span with Instagram users.
Liked and saved posts not being the most accessible for revisiting.
Links in bio were too subtle, often broken, and disruptive to whatever the consumer was already doing on Instagram. Often they would open store links, but then end up abandoning those tabs or carts.

So our goal was to align with user behaviour on Instagram, and make the needed adjustments to the bring products closer to consumers, rather than sending people off-platform to complete transactions.

Process:
My team at Shopify (Channels) partnered closely with Instagram to explore a solution that enabled merchants to tag images with product details and pricing; allowing users to shop all the way through to checkout within an in-app browser.

An unexpected technical / timeline hurdle made it necessary to take a more creative approach by leveraging Shopify’s pre-existing Facebook Sales Channel APIs to build v1 of Instagram Shopping as a nested feature.

In doing so, we bypassed timeline constraints to quickly deliver tangible customer value, enabling merchants to directly populate product catalogs, sync collections, manage product visibility for their Instagram shop and much more— all from within their home base on Shopify!

Outcome:
The results were significant revenue growth for merchants and small businesses in over 60 countries, bringing them a step closer to millions of daily active users on Instagram. Businesses like ORO L.A saw an almost 30% jump in conversion within just 2 months of opting into the public beta release.

Today, the in-app shopping feature has become one of the most iconic and recognizable parts of the Instagram platform experience and a mainstay for businesses of all shapes and sizes!

2019

Feedback
& Idea Management

I led design for the Feedback & Idea Management suite and helped to successfully re-position Roadmunk from a simple road mapping tool, into a robust end-to-end product lifecycle offering, which spans the entire feature development journey, and ensures increased confidence at the roadmapping stage.

2021

Clio x Google My Business

I led design for a Google My Business integration in Clio, improving visibility for small to medium-sized law firms in specialized practice areas, and helping them adjust to unique COVID circumstances with the introduction of service areas in contrast to just physical firm locations.

Problem:
Discoverability of legal services is not well addressed in the United States. According to data from The World Justice Project, among the 66% of people who were aware that they had experienced a legal problem, only 33% were able to access help and only a small fraction of it came from a lawyer or professional advice service.

Outcomes:
GMB was just one of several tools my team put in place as part of a strategy to offer firms the ability to build their own multi-source lead generation networks, and to pull all that data directly into Clio, providing a centralized source of insight on where to really concentrate their efforts in finding new clients and growing their law firms.

Additionally, we provided unique value to Clio customers by partnering with Google to build a verification engine to parse publicly available bar association records and confirm the legitimacy of firm credentials and location.

Thus helping law firms bypass the bottleneck of Google’s manual verification process, crafting an expedited path for them to get started with Google My Business, and further contributing to Clio’s mission of lifting barriers in access to justice and transforming the legal experience for all.

my approach.

The projects highlighted above provide an overview of my ability to deliver consistently by leveraging a wide range of skills which include:

Navigating ambiguity—creating clarity around the “why”, the “what comes first”, the “what’s possible in general vs. what’s necessary right now”—all with a firm bias toward action.

Breaking down complex concepts, and finding common threads across varying objectives in order to unify teams.

Intentional timing and fidelity when sharing insights and artifacts with cross-functional partners, optimizing for clear communication to help strengthen stakeholder alignment.

A dedication to sharpening my craft through rapid feedback loops, thoughtful execution, and leaning into trusted frameworks or partnering with my team to create new ones that work better for us!

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