Leading end-to-end product design initiatives across SaaS and digital platforms. Driving product strategy in collaboration with founders and engineering teams. Establishing UX research practices, experimentation frameworks, and design system foundations.

Drove product strategy in partnership with business, product, and engineering teams across the health insurance ecosystem, including telehealth services. Led digitalization and redesign of life insurance onboarding and quotation flows, increasing conversion rates by 25% and reducing abandonment. Reduced onboarding drop-off by approximately 20–30% by simplifying multi-step journeys and improving content clarity through end-to-end user journey mapping and Service Design methodologies. Planned and conducted usability testing (moderated and unmoderated), workshops, and user research activities to validate design decisions and iterate before development. Acted as design lead within cross-functional Agile/Scrum squads, influencing roadmap decisions and sprint prioritization within products (life and health insurance). Contributed to the evolution and governance of the design system, improving UI consistency and development efficiency.

Designed and maintained responsive web interfaces for an internal lead-generation platform operating under a B2B SaaS-like model. Created and optimized landing pages and marketing campaigns, increasing conversion through A/B testing and experimentation using VWO that boosted conversion 5% over the first month. Conducted behavioral analysis and data-informed UX improvements using Hotjar and Google Analytics. Led the adoption of Sketch and Zeplin, improving design-to-development workflows and handoff efficiency. Mentored junior designers, collaborated with marketing teams, and worked closely with developers across multiple digital initiatives.