^{Voice UX + Product Strategy}

“What the Poop”

End-to-end rollout, from new-parent research to a company-wide Google Home launch.

 Overview 
For new parents, a dirty diaper is a visual cue for their baby's digestion and nutrition. Before 2020, most parents could bring questions like this to a routine pediatrician visit but, when COVID made
in-person visits harder to come by, more parents were turning to the web for feeding advice, often without a reliable source.

 Objective 
How could Enfamil use voice technology to ease parents' concerns about feeding issues, while still building a bridge to their pediatrician?

 Solution 
In 2019, I led the activation and development of "What the Poop," a Google Voice App that helps parents decode the color and texture of their baby's poopy diapers hands-free.

The experience was intentionally non-diagnostic, designed to protect user privacy by storing no PII and making no external API calls.

 Outcome 
In 2020, Enfamil became the first infant-nutrition brand to launch a Google Voice Assistant, providing timely support as COVID disrupted routine pediatric care.

Strong task completion, engagement, and low drop-off validated the experience and secured executive buy-in for an Alexa expansion.

^{Retail Media SaaS · UX Lead} 

Microsoft Advertising

The Industry’s Leading AI-Powered Retail Media Platform

 Overview 
Retail Media Networks are among digital advertising’s fastest-growing segments, projected to grow at a 12%+ CAGR from 2022–2027 as third-party cookies were phased out.

As traditional targeting methods declined, RMNs gained momentum by enabling advertisers to reach high-intent audiences while unlocking valuable first-party insights into consumer behavior.
 
 Solution  
As a UX Lead at Microsoft Advertising, I served as the steward for user-centered design within a cross-functional, global cohort building the industry's most complete omnichannel retail media stack — connecting audiences seamlessly onsite, offsite, and in-store.

In September 2022, the platform beta-launched, giving retailers AI-powered performance insights to drive sales, customer acquisition, and loyalty. It continues to evolve today.




➡️ FULL CASE STUDY AVAILABLE UPON REQUEST


 Responsibilities 
_{Product Strategy + UX Vision · Storytelling and Cross-Org Alignment · User Research + Consumer Journey Mapping · Workshop / Ideation facilitation · Wireframes, Site Maps, Interaction Flows · Low-Fi + High-Fi Prototypes in Figma · Usability Testing / User Interviews · Systems Design}

 

^{Full-Funnel Performance Marketing, ML-Driven CX}

Neuriva, Brain Health

Transforming Reckitt’s underperforming launch
into a scalable growth engine.


Overview 
Neuriva set out to put brain health into consumers' hands. But when marketing performance fell short, it was clear the brand needed more than a media refresh. It needed a fundamentally different way to reach and convert consumers.

 Solution 
I led the UX and Design Strategy within a cross-functional Agile Pod to pilot Neuriva’s digital transformation. We introduced a performance marketing model that used real-time, cross-channel data to optimize the consumer journey and drive measurable growth.

Outcome 
The pilot increased target reach + sales, unlocking greater investment in digital activation. Its success extended beyond Neuriva, becoming a blueprint for digital-first ways of working across Reckitt. I helped scale the model by leading an in-house design team, facilitating cross-functional workshops, and creating test-and-learn playbooks for company-wide adoption.

Phase 1: Audit + Competitive Analysis
I built a new creative stream  based on performance metrics and competitor insights.

Phase 2: Build the Base
I leveraged retargeting, creative testing, and ML to optimize performance across channels.

1) Audit of AOR Content + Development of Creative Adaptations

3) Performance analytics + website optimizations to supercharge D2C conversions

4) Full-funnel, creative iterations based on ML + real-time data

^{Multi-Ad Product Brand Experiences}

Amazon Advertising 

“Day 1” from 2014 – 2018

 Summary 
Before the birth of “Fire TV” + “Alexa,” there was “Amazon Media Group” – it's offices were only located in Seattle & NYC.

As the 1st female Amazonian to join the Design & Tech team (8 members in total), our mission was to shift the advertising landscape + entice the industry to see Amazon.com as a viable channel to drive business growth.

Below’s an overview of brand experiences + prototypes I’ve developed while working at Amazon from 2014 – 2018  ↓

Overview:
Millenial + Gen Z consumers want to treat multiple skin concerns however, they’re unaware of multi-masking.

Solution:
Make the discovery and trial phases less frustrating by creating a landing page that educates consumers about multi-masking's benefits.

This custom execution highlighted key skin concerns while recommending  L'Oreal product combos / applications to achieve their skincare goals.

Results:
•500K in Amazon Ad Sales
• Impressions: 900,000 
• CTR: 116%
• Engagement Rate (LP tabs): 80%  
• Avg. Dwell Time: 20 Sec

Overview:
Johnson & Johnson's allergy brand, Zyrtec, was one of the pioneer CPG companies to lean into Voice technology. Despite being a first-mover in launching their "AllergyCast" Alexa Skill, the brand struggled to acquire early adopters & repeat visitors.

Solution:
Consumers want allergy relief but are not fully aware of what’s making them sneeze.

To help Zyrtec connect with these consumers, my team leveraged the brand’s assets to creative captivating  Ad units to educate + entice users to enable Zrytec’s "AllergyCast"Skill. 

Additionally, we incorporated visual cues to generate awareness on various ways to ivoke the Skill + utlitianrian beneift of receiving a daily “AlleryCast” report tailored on how pollen and other allergens can impact their day.

Results:
• 700K in Amazon Ad Sales

---

Overview:
In 2014, Amazon struggled with teams working in silos+ lacked a unifying, internal tool that invigorated team members to look inward for inspiration.

Solution:
Create an advertising repository where Amazonians worldwide can leverage / share insights to drive efficiencies, foster scalable innovations, and generate ad revenue growth.

Results:
There’s nothing more rewarding than seeing your concept seedling transform into a real-world Amazon experience after years of ux research, program doc writing, iterative
prototype builds, cross-org
stakeholder meetings, and
multi-phased site implementations.

See the final product

Overview:
For the multi-tasking women who are always on the move, setting aside time to visit the hair salon for a color treatment isn’t always an option.

Concept:
Give women the opportunity to flawlessly cover-up their roots within seconds from the comfort + convenience of their home.

Solution:
Create a first-to-market “Product Selector Tool" that recommends the most compatible “Magic Root Cover-Up Spray" to achieve flawless roots.

In two simple steps, the complexity of choosing a matching hair color has been streamlined.  First, the user picks their existing hair color brand, then the consumer selects a color swatch to complete their at-home hair transformation.

Responsibilities of an Amazonian Creative Lead 

^{• Creative Direction + Visual Design
• Off-shore Production + Design Optimization
• Thinking Big (Experimentation + Prototyping)}

^{iOS + Andrioid Mobile App} 

Enfamil Family
Beginnings App

Parenthood Made Easy

 Overview 
A mobile device is the essential tool for all new & expecting parents. This trusty sidekick enables search at parent’s fingertips, online / offline support networks, and accessibility to engaging digital content.

 Objective 
Enfamil will develop a mobile hub to serve as the core accelerator in building transformative relationships and driving business growth.

 Solution 
The Enfamil Family Beginnings app will be a key enabler in establishing a unified consumer experience – from CRM enrollments, online conversions, loyalty and advocacy. From conception to a baby’s 1st birthday, the mobile experience provides product offerings and personalized content for every milestone.