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6 years of untangling flows people were walking away from.

Telecom, fintech and streaming — different industries, same problem shape. Filter below by whatever you’re actually hiring for.

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Experience

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Showing all 4 roles

  1. Rogers Communications

    Now

    Sr. Product Designer

    Apr 2022 — Present

    Toronto, Canada

    Residential buyflow — the shared path Internet, TV and Home Monitoring all sell through.

    • Redesigned the Cart Summary page, the first step into the buyflow: a clearer charge breakdown cut drop-off by 2.1% and lifted buyflow completion by 1.02% within 60 days of launch.
    • Worked across three product lines whose eligibility rules, bundle logic and add-on grammar all differ, on a page where a small change carries outsized risk.
    • Built and rolled out “Testing Your Own Design”, an AI-assisted concept-testing program now used by the design team: designers generate prototypes with AI and validate them on UserTesting themselves, instead of queuing for research. Concept-to-prototype turnaround fell from 2 weeks to 5 days.
    • Currently consolidating three separately grown buyflows — Internet, TV and Home Monitoring — into one system of shared steps and rules, without disrupting three live funnels.
    A/B TestingTelecomInformation ArchitectureDesign SystemsAI WorkflowsPrototyping

  2. ATB Financial

    Contract

    Product Designer — freelance contract

    Dec 2022 — Jun 2024 · 18 months

    Remote · Alberta, Canada

    Alongside Rogers — taken on as freelance

    Money Movement portfolio — introducing SMS as an e-Transfer method across iOS, Android and web.

    • An 18-month engagement; the SMS e-Transfer work below ran about six months of it.
    • Opened e-Transfers to phone numbers so customers no longer needed an email address, designing send, request, Auto-Deposit and recipient management across three platforms.
    • Audited the flows in production and built a comparison matrix against peer institutions, which surfaced a redundant double validation of transfer methods — checked once when adding a recipient and again when sending.
    • Worked inside Interac's requirements for active transfer methods while keeping new components consistent with the existing pattern library.
    FinTechCross-platformUser ResearchPrototypingInformation Architecture

  3. iQiyi North America

    Product Designer · UX Researcher

    Feb 2021 — Apr 2022 · 14 months

    Toronto, Canada

    Design prime for the North American product — the only designer across iOS, Android, tablet, web and TV.

    • Found a 43.2% exit rate on the Membership Selection page, then raised sign-up rate 43% by rebuilding the registration flow — and grew the share of higher-value Premium memberships 23.6% over two months.
    • Ran the research myself: a survey with 11,765 responses across the US and Canada, then eight moderated interviews and usability tests — which ruled out the checkout flow and redirected the work toward making the service legible.
    • Built the first design system for iQiyi North America, with engineering capacity so tight that reusability was the condition for getting anything prioritised.
    • Relocated personalisation into the navigation bar and footer after the Customer Service team flagged rising access complaints: History access rose 6.91% and Watch Later 10.45%.
    Design SystemsUser ResearchUsability TestingStreamingCross-platform0→1

  4. IMAGIC

    Co-founder · UI/UX Designer & Event Producer

    Feb 2016 — Feb 2021

    Toronto, Canada

    Ran my own studio before product design — design consulting plus live event production.

    • Design partner to 25+ small businesses, taking projects end to end from brief to launch.
    • Produced concerts for Asian celebrities touring North America — budgets, vendors, crews and audiences, not just screens.
    E-commercePrototyping0→1

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