Leadership
I currently lead a team of 8 designers at BuzzFeed, where we craft experiences for BuzzFeed, HuffPost, Tasty, BF Island, and other apps. We are also responsible for designing the tools that power these platforms such as our CMS, curation system, and revenue tech. Here is a selection of some of my current work.
BuzzFeed Quizzes
Overview
BuzzFeed Quizzes are known all over the internet, spawning plenty of renown and copycats. They were also built for an era of laptops and distribution via social media.
Our mission was to re-engage younger audiences by overhauling the entire lifecycle of a quiz—from how creators build them to how users consume and share them across social platforms.
My Influence
I led the design strategy to modernize BuzzFeed’s most iconic product, to reclaim our position as the gold standard for quizzes in an increasingly crowded market and bringing people back to our website.
Pivoted to a ‘Prototype-First’ Culture: I partnered with leadership on how our design, product, and engineering teams collaborated. By testing high-fidelity prototypes before official kickoffs, we cut through planning bloat and shifted our energy toward shipping proven ideas.
Championed Mobile-First Design: Recognizing that 90% of our traffic was mobile, I moved us away from legacy scrolling to a card-based format. This didn't just look better; it stabilized the web experience and significantly reduced crash rates.
Drove High-Growth Formats: I led the design for launching new formats such as Timed Trivia Quizzes which tripled our retake rates. By focusing on metrics like shares-per-quiz, retake rates, and RPM, we’re turning micro-moments into a measurable business driver.
Unified a Muddled Brand: I facilitated a time-sensitive collaboration between design, editorial, and social media stakeholders to build a fresh, cohesive identity that felt relevant to a new generation of quiz lovers.
HuffPost Subscriptions
Overview
Building on a successful voluntary contribution model, I led the design of HuffPost’s tiered membership program in 2025, creating a more integrated experience for our 60 million monthly global readers.
Our mission was to design compelling, accessible entry points (CTAs) for memberships that feel like a natural extension of our journalism rather than a distraction, balancing accessibility with our unique editorial voice to drive sign-ups.
My Influence
Led Strategic Experiments: I designed two distinct conversion paths—one centered on the utility of an ad-free experience, the other on the strength of our editorial voice. I established the visual foundation and placement rules for these units to ensure a consistent, professional look across the site.
Empowered Editorial with Custom Tooling: I directed the design of the backend tooling that allowed our newsroom to launch and adjust campaigns in real-time. This gave the team the agility to react to breaking news, which is when our readers are most engaged and likely to support our mission.
BF Island
Overview
Inspired by a vision to use AI as a catalyst for human connection rather than just a utility, we set out to build a new kind of social experience. The result was BF Island—a group chat app that injects AI-driven energy, "weirdness," and creativity into digital hangouts.
Our goal was to rapidly create, test, and launch a new app within a year while reacting to advances in AI technology in real time.
My Influence
Operationalizing the Vision: I helped lead cross-functional workshops with leadership to translate a philosophical manifesto into a concrete product strategy, defining everything from onboarding and feature sets to our path toward product-market fit.
Built and Shielded the Design Org: As Head of Design, I was responsible for the entire department’s output. I balanced high-level resource planning and hiring with a "hands-on when needed" leadership style, ensuring the team had the creative space to move fast without sacrificing quality.
Bridged Brand and Product: I helped vetting and establishing our partnership with an external branding agency, acting as a bridge between their creative brief and our internal design system. I ensured the final identity wasn't just aesthetic but was purpose-built for our specific UI and AI use cases.
Supported Go-to-Market Strategy: Beyond the pixels, I collaborated closely with Product on marketing and launch positioning, a partnership that continues as we scale the app to a wider global audience.
Product Design
Here is a selection of my product design case studies. From scaling enterprise SaaS tools to driving consumer growth in digital media, my work focuses on bridging the gap between complex internal systems and intuitive user experiences.
Timed Trivia Quizzes
Taking cues from our editorial team, I led the design to build a high-intensity quiz format that gave users a reason to keep coming back. My goal was to turn a sense of urgency into a smooth, stable experience.
By moving to a non-linear, card-based design, I tackled two problems at once: we reduced legacy scrolling bugs that were causing crashes, and we created a high-stakes feel that encourages players to immediately retake quizzes to beat their scores. This format now leads our portfolio in retake rates, and I’m currently leading the next phase to turn that high engagement into long-term revenue and better content recirculation.
BuzzFeed Curation
What began as a simple homepage refresh quickly evolved into a high-stakes infrastructure project: building a centralized mission control for BuzzFeed’s global content. I led the design of a modular curation tool that allows our audience teams to manage over 100 different pages and feeds: both manually and programmatically, from a single interface.
My focus was on creating a flexible, self-explanatory system that could handle complex use cases like multi-page feed syncing, granular sponsorship scheduling, and rapid-response topic page creation. By prioritizing modularity and intuitive navigation, I built a tool that is robust enough that it requires no product support today, despite its massive scale and complexity.
Workspace ONE Profiles
I led the design strategy for a patent-awarded initiative that transformed device management via profiles: from a siloed, platform-specific chore into a unified deploy-once workflow. We launched an overhaul of the VMware EUC console based on the impact of our proof of concept.
As the end-to-end design lead for profiles, I coordinated across multiple platform teams to integrate our new profile system into the flagship Freestyle Orchestrator. By simplifying high-level orchestration into a single, cohesive interface, we moved from manual, repetitive tasks to a sophisticated automation engine that now serves as the backbone for VMware’s enterprise users.
VMware AirWatch Privacy
One of our biggest hurdles with VMware AirWatch was low user adoption, driven almost entirely by privacy concerns. As the UX designer on this project, my goal was to bridge that trust gap, moving us away from a surveillance-heavy feel toward a transparency-first educational interface.
I owned the design and testing phases from start to finish, working directly with users to ensure the solution actually resonated with their concerns. This project wasn’t just about updating our UI, it fundamentally shifted user sentiment by proving that transparency is a competitive advantage in the era before GDPR made it a requirement.