Hackathon -> $101M ARR
Growth
Pitching
Tooling
Rapid prototyping
eBay has an annual Hack Day where you can sign up for a spot to pitch any idea to leadership. I solely pitched a prototype to leverage iOS Live Activity for eBay auctions.
The problem I wanted to solve is that many eBay buyers miss auctions because of poor notification strategy, leading to many buyers manually setting alarms. I wanted to make it easier for buyers to not miss out on the auctions they care about. Tools that drive growth are my sweet spot.
My pitch was visible across the company and eBay's View Item and Marketing Tech teams reached out to me to make it a reality. My purview was Collectibles, so I spent any extra time I had collaborating with partner teams, rapidly prototyping interactions, and creating a polished hand-off. We began the rollout in August 2025 and quickly expanded it to 100% of users after strong stat sig results:
Gross merchandise bought +8%
Bid in last 10 min +7%
Unique bidders in last 10 min +10%
Auction GMB (10 day) +10%
This work drives more bids, higher sale prices, and achieves the user goal of connecting more buyers to auctions.
The incremental ARR from this feature is $101M.
Driving medication adherence
Growth
Tooling
Product strategy
0 -> 1
Rapid prototyping
After months on GLP-1s, I was frustrated. I found myself navigating forgotten doses, inconsistent progress, and juggling multiple tracking apps without getting much in return. So, I decided to build something better.
I co-founded Sage Weight in 2025 with my technical co-founder, Matt. I used Claude Code to prototype the initial product, enabling rapid iteration and helping us align on the right strategy early.
We ran a 3 month beta from June-Sept 2025, and launched Sept 2025 in the App Store. We're currently QAing the Android version for launch this quarter.
As CEO and Co-Founder, I own most responsibilities:
Full product lifecycle: strategy, design, prototyping, partnerships, and go-to-market.
Development of predictive algorithms for medication progress tracking.
Designing and building the marketing site, optimizing for SEO
Run paid acquisition ($1.96 CPI)
Iterating designs and strategy based on user research, event tracking, and retention modeling.
Strong early retention metrics are beginning to signal product-market fit.
1.6K signups, 640 MAUs (+38% MoM), 6.5K doses logged, MoM retention growth accelerating (+15% Nov ‘25 → +25% Feb ‘26).
Creating Incentives
Growth
Horizontal
Design systems
When I joined Instagram, I was hired as the founding product designer on a new team within Shopping to build a horizontal distribution system for incentives (discounts/sales).
As Instagram was focused on growing its Shopping product, incentives were expected to be a huge growth driver and our team pushed hard.
In my first half on the team, we drove a 60% increase to our baseline GMV (our goal was 33%) and 18 of the 20 projects shipped. I independently briefed 12 rolling research sessions, and led a design sprint and multiple brainstorms.
Once our squad built the foundation for incentives, all the Shopping squads wanted to use them. It got difficult to maintain quality and consistency across different pillars and squads. To bring organization to this, I collaborated with a PD in the Ads pillar (now called Monetization) to develop what a "one-team model." This included a Figma library, a weekly Office Hours that I ran, and dedicated consulting time working horizontally with 22 product designers on their respective projects.
Metrics on all Incentives launches
Improving the Inbox
Growth
Tooling
Information architecture
B2B
After my time on the Shopping team, I moved to the Pro Inbox team. This role was focused on building better systems for Businesses and Creators using Instagram direct messaging.
During my time on the team, I was the sole designer working with a Product Manager, Content Designer, Eng Manager, Tech Lead, 5 Engineers, and a Research Manager.
Our work revolved around two core metrics:
VBT (Valuable Business Threads) - A conversation instance that involves a back-and-forth exchange between a professional account and a customer.
CTD (Click-to-Direct) Advertising Revenue - Revenue generated by professionals running ad campaigns that encourages customers to engage with the ad in order to send the professional account a direct message.
I executed on 15 projects in H2 2022, 6 of which were shipped to 100% before I left in Jan 2023. These 6 delivered a stat-sig increase in VBT and/or CTD.
Reducing Cancellations
Growth
Driving product
Framing
At WW, I led design for the Growth org across all four squads. My focus was developing "save tactics" to prevent churn.
WW's only save tactic at the time was a free 30-day offer with a 10% save rate, but 93% of saved users cancelled again after one month. It generated short-term revenue without solving the real problem.
I dug into past research and quantitative data, and found that while users mentioned cost, value was the actual issue. Users who didn't see results often blamed themselves, and the cancellation flow offered them nothing.
So I designed a lightweight, adaptive assessment within the cancel flow to diagnose why users weren’t succeeding and recommend a better program. WW’s three core programs, called Color Plans (Blue, Green, Purple), were assigned during onboarding, but we weren't strong at matching as 23% of users switch plans manually.
I partnered with the Global Director of Program and Chief Scientific Officer, Gary Foster, to ground the questions in behavioral science, and worked with the Content team to finalize the copy.
I also advocated for making the quiz skippable. Users who engage give us signal, and users who just want to cancel shouldn't face more friction. After launch, 47% users skipped, turning that into a metric we could improve over time.
This work launched as an A/B test in November 2020.
4.19% decrease in cancel rate
$6M projected annual revenue
It was the first save tactic to succeed without a financial incentive, and was immediately rolled out to 100% across the US and Canada.
