On the revenue front, I led product design and development from concept to launch for the “Lead Gen” project.

Through re-prioritizing design and implementing this feature, we were able to increase the monthly revenue by 12%.

By adding thoughtful and compelling design into the flow and creating the Family driver score widget, we began to see immediate revenue gains. Being able to provide concise and critical development and leadership enabled this revenue positive feature to launch within 3 months (with very limited resources). The business model was in category referral based and upon users tapping on the insurance ad served, they would be re-directed to the corresponding company, while we would collect the referral fee.

Of note, we were very careful about managing users’ emotional journey through this new feature. Life360 really prioritized and valued the trust that our users felt with the company and product, and we did not want to jeopardize that relationship with our users (as 90% of our new users came from the organic word of mouth and friends and family referrals). We did not want to serve ads unless they were substantially adding value and iteratively extending the peace of mind our product provided.

To solve this riddle, we created:

1. The Family driver score feature in the Safety part of the app. We wanted to first show the families how they were doing before ever serving them ads that were relative to what they were seeing.

2. We continued to improve the AI to make sure that users were receiving ads that felt personal to them and of better value.

3. We made sure that offer opt-outs were easily accessible.

4. We worked very closely with the Brand/Marketing department to ensure our voice and messaging was on point. We did not want to sound like salesmen, but instead, like a friend who was sharing valuable tips.

For the on-boarding side, I re-structured the UX flow, re-hauled the UI and visual design to reflect new brand direction; reworking 31 screens down to 10 screens with better design system and guidelines.

Before:

The re-design increased the completion rate from 70% to 90%.

Here’s a close up of the screens:

For a better product strategy, we broadened our user segments from 1 persona to 4 and this became an integral part of all of our planning moving forward.

I implemented go-to user journey maps to support design insight, add much needed cohesiveness and cross-functional collaboration.

User journey maps were used to prioritize, re-confirm, and plan features that we ideated upon during our design sprint process after the user interviews and related results were summarized. This process helped both the design and product teams design and develop with user experience at the forefront, rather than spending extended time on random ideas. As well, with user journey maps, we were also able to more easily troubleshoot pain points within the user’s activity.

As a Design Leader, I established and was responsible for:

• Worked with Executive Team to create yearly and quarterly vision, goals and strategy.

• Collaborated directly with Executive Team to strategize and restructure cross-functional and design team specific organization and environment for organic implementation.

• Repaired broken cross-functional relationships and collaboration, re-established and enhanced design team work flow process, mentorship and management; partnered closely with VP of Product and VP of Engineering to achieve consensus and put into action.

• Led the Design team, conducted 1:1s, design critiques, brainstorms, updates, and strategies.

• Empowered, grew, and mentored Design team to encourage and enable them to reach their happiest and best growth position in the company and within their own career development.

• Developed a design process that embodied the company's User Centric approach by partnering with the Customer Service team, Data Scientists and first hand qualitative user research.

• Simplified and streamlined the design components in our Design system, as well as, adding new and improved components to create world-class, easy to implement, cross-platform user experiences.