Expertise
Product Lifecycle Ownership
At Arttoo, I owned product decisions end-to-end from design to launch. From user and market research, I identified the core need (“own art they love within budget”) and translated it into MVP scope. I partnered with Engineering on the backend architecture (smart-contract integration, wallet/KYC) and with Design on the UIUX (listing PDP, pre-purchase flow).
Post-launch, I instrumented the user flow, diagnosed drop-offs, and A/B-tested onboarding flows, PDP layouts, CTAs to increase signup CVR to 30%+ and PDP to checkout-start CVR by +5.2%.
Post-launch, I instrumented the user flow, diagnosed drop-offs, and A/B-tested onboarding flows, PDP layouts, CTAs to increase signup CVR to 30%+ and PDP to checkout-start CVR by +5.2%.
User Discovery & Research
At Known, I led user discovery by building four personas and identifying our minimum viable segment (MVS): cycle-syncing “superusers.” I recruited via social channels and conducted 300+ interviews/surveys with women and subject-matter experts to surface pain points and jobs-to-be-done. I synthesized findings into a feature-level competitive analysis and validated solution concepts with users and clinical experts, which informed PRDs, MVP scope, and UX.
User Experience Design
At Known, I owned the roadmap and end-to-end UX design for a fem-tech wellness app, including:
∙Educational, progressing onboarding: multi-step flow that collects cycle data and history, teaches the four phases with bite-sized visuals, and applies skip logic
∙Personalized daily plan: fitness, nutrition, mental health excercises tailored to user's cycle phase and preference
∙Gamification & motivation: streaks, points, opt-in reminders for task completions and a lightweight rewards system
Results: 90% landing→signup CVR and 75% willingness-to-pay.
∙Educational, progressing onboarding: multi-step flow that collects cycle data and history, teaches the four phases with bite-sized visuals, and applies skip logic
∙Personalized daily plan: fitness, nutrition, mental health excercises tailored to user's cycle phase and preference
∙Gamification & motivation: streaks, points, opt-in reminders for task completions and a lightweight rewards system
Results: 90% landing→signup CVR and 75% willingness-to-pay.
Roadmapping & Backlog
At Arttoo, I set the long-term vision (accessible fine-art ownership via fractional tokens with transparent provenance), anchored OKRs to our North Star (% of KYC-approved buyers who complete a first purchase within 7 days), and kept a rolling quarterly roadmap with OKR checkins. Post-MVP, the 7-day KYC→purchase CRV lagged target, so I ran a RICE-scored replan to cut onboarding/KYC friction and boost PDP trust (provenance, pricing clarity).
Results: raised PDP→checkout-start CVR +5.2% and sustained start→finish signup ≥30%, moving us closer to the North Star.
Results: raised PDP→checkout-start CVR +5.2% and sustained start→finish signup ≥30%, moving us closer to the North Star.
Data-driven Product Strategy
At Arttoo, I led a data-informed initiative to improve our Product Detail Page (PDP) → checkout start conversion rate, a critical step in our tokenized art purchase flow. With the hypothesis that visual clarity, trust signals, and simplified UI could reduce drop-offs at this juncture, I ran an A/B test comparing two different PDP layouts (adding artwork auction history, creator bios, clearer “Start Purchase” CTA placement, etc). We observed that enhanced version outperformed baseline PDP → checkout start CRV and have longer time-on-page. Based on the data, we fully rolled out the new version and saw +5.2% in CVR.
Cross-functional Team Collab
At Known, I led a 10-person cross-functional team across engineering, design, science, marketing, and business development, setting a cadence of weekly rituals (standups, grooming, demos) to keep goals aligned, track progress, and surface blockers. I also managed risks and dependencies, coordinated approvals to unblock work, and rebalanced scope as needed.
To facilitate cross-team collaboration and spark creativity, I organized solutioning and co-design sessions where the whole team contributed ideas and sketched UI concepts together, building shared ownership across functions and accelerated alignment.
To facilitate cross-team collaboration and spark creativity, I organized solutioning and co-design sessions where the whole team contributed ideas and sketched UI concepts together, building shared ownership across functions and accelerated alignment.