Led UX for Square's Local Services vertical, a multi-billion-dollar GPV portfolio across 1M+ active sellers. Owned core payment workflows across Invoices, Projects, Virtual Terminal, Contracts, Estimates and Appointments, collaborating closely with product and engineering to ship end-to-end experiences. Drove ~8% YoY Invoices GPV growth in 2025.

Growth: Grew GPV by resolving top seller pain points: launched buyer financing, invoice fulfillment, surcharging and batch invoicing, enabling batch adopters to send ~4.5× more invoices per month.

Monetization: Built the Invoices Plus SaaS playbook, standardizing subscription visibility and upgrade flows across products, driving ~25% subscriber growth.

Trust + Risk: Redesigned contextual identity verification (IDV) messaging, lifting verification submissions by 7% and cutting completion time by 50%.

Retention: Streamlined Virtual Terminal and consolidated remote payment flows; A/B tests confirmed reduced seller churn, lower payment risk and decreased platform maintenance overhead.

0 to 1: Defined the 5-year vision for Projects and shipped a new sales pipeline tracker that established the lead → estimate → invoice journey end-to-end.

AI: Led a 0→1 voice-based AI intake + quoting workflow, piloting an alpha with Square sellers to shape roadmap direction.

Craft + Velocity: Increased design team velocity by establishing scalable feature implementation frameworks and rollout consistency across Square; became the first designer in Core Product to ship a production PR with AI.

Sole UX designer for the relaunch of barre3 Online, a digital fitness subscription platform serving a global membership community.

Growth: Redesigned the platform end-to-end, doubling revenue, growing subscribers and reducing churn by over 50%.

Management: Built and led the product design function, hiring a Digital Visual Designer and UX intern while owning the full UX strategy.

Scale: Designed, tested and launched 12 new customer experiences across 7 product teams. All exceeded revenue targets.

DEI: Co-founded Empathy in UX, a diversity and inclusion initiative. Delivered a three-part workshop series for 80 Amazon designers and a talk attended by 800 at Conflux, Amazon’s internal design conference.