Projects
Research. Collaborate. Design. Test. Iterate. Repeat.
Digital Enrolment Optimization
Kick-started by a pilot experiment, this Enrolment flow was optimized by removing friction and boosting user engagement. From a user perspective, the experience was simplified and the benefits of the program were made more clear. This ultimately resulted in increased program growth.
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Outcome:
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13% increase in conversion rates
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Customer retention improved
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Data cleanliness improved
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Fostered culture of experimentation
Native Mobile Design System
I led a transformative project, shaping a comprehensive design system for a mobile app, ensuring a consistent and user-friendly experience.
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Outcome:
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Migrated the organization from Sketch to Figma which optimized cross-functional (product, design, engineering) work flows
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More consistent digital identity across web and app as well as iOS and Android builds
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Creation of reusable components resulted in propelling forward marketing rebrand within tight timelines
Card Linked Offers - Growth
Collaborated with a large cross-functional team (business leads, product, engineers, analytics, creative) to design a new product for the AIR MILES rewards program. This project highlights end-to-end design and the spirit of experimentation.
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Outcome:
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New revenue stream for business
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More ways to earn for Collectors
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Unlocked ability to onboard short-term Partners
Interactive Voice Response (IVR) Redesign
In collaboration with a larger team I reimagined the call center's IVR system, harnessing data analytics and in-depth research to create a voice-driven interface that streamlined customer interactions and improved efficiency.
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Outcome:
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Reduced wait times for Customers
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Reduced volume of calls to call centre
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Significant savings to the business
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