Selected Work
A comprehensive view of my design leadership, from customer-centered innovation to organizational transformation. Each project demonstrates how strategic design thinking drives measurable business impact and meaningful user experiences.
Kroger Points 2.0
I led the MVP that expanded Kroger's points program beyond fuel, enabling customers to redeem points for money off groceries. This shift made loyalty more relevant to non-drivers and broadened the program's value, creating a foundation for stronger engagement across households.
Product Card Componentization
I led the strategic redesign of Kroger's product display system, balancing brand aspirations with customer needs through extensive research. This project established scalable component patterns while pioneering AI-powered design tools, creating a foundation for consistent experiences across platforms.
Dovetail Research Repository
I researched and implemented a Research Repository tool that transformed how 100+ designers across 4 business pillars gather, analyze, and share customer research data. The implementation of Dovetail democratized research findings, enabling data-driven decisions across the organization.
Device Registration
I designed a seamless device registration flow that balanced security requirements with user experience, enabling customers to securely authenticate across multiple devices while maintaining a frictionless shopping experience. This foundation improved account security without adding unnecessary friction.
Points Component
I designed a portable, reusable points display module that could be seamlessly integrated across multiple customer touchpoints and flows. This modular approach ensured consistent points presentation while reducing development overhead and maintaining design system integrity.
Multi-Step Offers & Gamification
I designed and launched an innovative gamified loyalty experience that transformed traditional offers into engaging multi-step journeys. Through comprehensive user research and iterative testing, this feature drove significant engagement increases and established new patterns for digital loyalty.