Featured Work
Optimizing Freelancer Plus Retention & Growth
AI native ∣ Product Strategy
A subscription retention and monetization strategy initiative in which I owned the redesign of the Freelancer Plus membership experience to improve retention, increase upgrades, and reduce downgrades within one of Upwork’s largest revenue-driving products. The initiative included a new membership hub, strategic promotional experiences, social-proof messaging, and optimized downgrade flows, resulting in a 3% increase in upgrades and a 1.9% reduction in downgrades.
Macy’s App Product Discovery Redesign
UX Strategy ∣ UI ∣ Cross-team alignment
An engagement initiative designed to increase conversion of high-value customers. I led the redesign of Macy’s product discovery experience for exploratory shoppers browsing without a defined purchase intent. The initiative reimagined filtering, navigation, and inspiration-driven browsing to reduce friction and improve discovery across the app, driving a 6% increase in repeat visits, 12% growth in browse revenue, and 15% increase in product listing page engagement YTD.
Bloomingdale’s & Macy’s App Onboarding
UX Strategy ∣ UI ∣ Cross-team alignment
A growth initiative designed to increase adoption of high-value features. I owned the onboarding UX strategy for the Macy’s and Bloomingdale’s apps, aligning analytics and lifecycle teams around a phased opt-in framework and scalable onboarding patterns across both brands. The redesign increased location services opt-ins by 26%, push notifications by 19%, and app activity tracking by 15%, strengthening adoption of key revenue-driving features such as personalized recommendations, store discovery, and targeted engagement.
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