HelloFresh Staff Product Designer
08/2025 – Present
Design lead across New Ventures, working on subscription, referrals and membership for a portfolio of nine brands.
Led the redesign of Refer a Friend, a $23.7M acquisition channel down 24% year over year. Reframed a tactical brief about banner placement into a rebuild of the referral model itself, cutting a 19 step journey for the referred friend and retiring a five year old offer that had stopped registering. Live in two markets in ten weeks.
Owned experience strategy and experiment design for Factor Plus, a paid membership that opened at 1.8% adoption against a 10% target and scaled to 7.77%. Argued for measuring behavior change over adoption, which surfaced a loyalty gradient: +9.8% 52 week CLV in the strongest cohort, turning negative past an identifiable threshold. Members ordered roughly 3x more than control, and cancellation fell between 63% and 85% depending on band.
That segmentation model is now the standard read for membership across HelloFresh brands, and the framework the next brand launch is built on.
MLSE Lead Product Designer
10/2024 – 09/2025
Maple Leaf Sports and Entertainment
Led a major UX overhaul across MLSE’s sports apps, including Toronto Maple Leafs playoff updates that drove a 43% spike in users and propelled the app to the #1 spot among sports apps in Canada on the App Store.
Redesigned critical user flows to boost discoverability of schedules (+20.6%) and highlight content (+24.8%), while optimizing revenue-driving features within CMS limitations.
Implemented a self segmentation screen to personalize the user journey and surface relevant content based on fan context (in-arena, at home, tailgate).
Simplified the sign in experience by eliminating fragmented login paths, reducing friction and improving accessibility.
Championed a data driven design process through usability testing and A/B experiments, directly improving overall engagement and user satisfaction.
Housecall Pro Senior Product Designer
07/2022 – 05/2024
Led the foundation team consisting of 8 developers, tech lead and PM.
Owned the end to end design strategy for our in house e-signatures product, driving adoption and efficiency across the platform.
Collaborated cross functionally with account and fintech teams to integrate e-signatures into key workflows, achieving a 66% adoption rate within the first 3 months. This led to an average of $1.32M in additional approved work, a 27% increase in finalized approvals, and reduced approval turnaround time from days to just ~37 minutes.
Championed the creation of project templates. An 87% adoption rate within the first month and over 50% increase in project efficiency and creation.
IBM Canada Lead Product Designer
03/2022 – 10/2022
Spearheaded the creative direction, UX, and branding for IBM’s inaugural Weavesphere conference, completing the project within a strict 6 month requirement.
Developed the brand identity, website, marketing materials, and pitch decks. Collaborated with IBM’s developers to ensure pixel-perfect execution.
The conference surpassed targets with over 5,000 attendees (200% of the goal), 200 speakers (400% of the goal), and 150 startups (300% of the goal). Met all deadlines and quality standards, achieving a 95% stakeholder satisfaction rate.
Vish Senior Product Designer
06/2021 – 06/2022
Oversaw the creation and maintenance of a ground up design system, including components, libraries, and patterns, driving a 75% increase in design efficiency.
Collaborated with developers to ensure flawless integration, reducing post-launch design issues by more than 50%.
Led continuous refinement and design reviews, contributing to a 20% reduction in support tickets by addressing key usability challenges.
Sawmill Creative Senior Brand and UX Designer
03/2020 – 05/2021
Developed an automation tool that standardized email communications for the largest client, boosting design efficiency by over 55% resulting in a 40% increase in monthly workload.
Led the creative direction for multiple web development projects, achieving a 100% client approval rate and driving a 30% increase in repeat business.
Hook & Stem Co-Founder and Maker
01/2016 – 03/2020
Co-founded Hook & Stem, a woodworking home decor shop, driving over $1 million in revenue within the first three years.
Designed and built 100% of products, selling 100,000+ items with a 5-star average rating across 2,000+ reviews. Secured partnerships with West Elm, Wayfair, and other notable retailers, boosting monthly visitors by 10%.
Delivered a 10,000-piece custom order for Shopify, resulting in a 4% increase in new customers.
