New market discovery & GTM strategy in Fintech

Led product innovation using a double-diamond approach encompassing user research, interviews and personas, early test, and validation for newly identified fintech verticals.

Collaborated with stakeholders to create the new venture product roadmap, validated with experiments and POCs.

Led UX research and design to iterate and create implementation-ready deliverables.

Led SBU to optimize the value prop of the core product, 1.8 million Storefronts. Acted as Product Lead, designed UX, and worked with cross-functional teams for implementation resulting in higher retention and visits.

Led migration of Womply CRM to React, collaborated with 20+ dev, designers on Figma, and data engineers.

Worked on specific flows to plan and implement user journey changes through complicated PPP application flows while handling multi-million daily sessions. Integrated UX and the testing team inputs with FullStory and Segment events to make data-driven decisions to minimize fraud and decrease user friction.

Led the overhaul of outbound communications by setting guidelines and collaborating with Design, Development, Marketing, and CX teams to redefine email and messaging strategies.