I believe that design is a powerful tool for influencing how we interact with the world. Humans have emotional responses that are uniquely tied to their environment. Better understanding human needs and creating solutions that improve lives is not only good design; it's good business.
I strive to keep my mind open to exploring different perspectives to unlock new ways of thinking. Whether I'm challenging others or being challenged, iterating and validating our thoughts can help us build rigour in our critical thinking skills. This process ultimately leads to more thoughtful and delightful experiences.
I love bringing people along to gain a shared vision of the value we deliver. Every problem has constraints, and I believe in relying on and learning from others to make the best decisions. There is a wealth of knowledge to be discovered across various disciplines, experiences, and backgrounds, and I often find valuable insights in the most unexpected places.
These are some key highlights of the work I've led.
2023
I led the redesign of Hubdoc's mobile app, simplifying purchasing and record-keeping processes so small businesses could efficiently upload their receipts and focus on running their operations.
Opportunity:
The legacy app was plagued by bugs and poor UX, which caused crashes and disrupted user tasks. Improving the experience can increase adoption and reduce churn for Xero bundled users.
Outcome:
By bundling highly requested features like bulk/combined upload with a visual refresh on a new framework, we've saved up to 90% of users' time and increased the app store rating from 2.1 to 4.6 stars.
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2021 - 2022
I led the refresh of Xero’s bills-to-pay platform by streamlining the experience. Paying bills isn’t the most exciting task when running a small business. Let's make the experience as efficient and accurate as possible.
Opportunity:
Legacy Xero bills suffer from inefficiencies like excessive clicks, poor review experience, and accessibility issues. Improving the experience and codebase will create a more seamless bill payment platform.
Outcome:
86% of legacy users who migrated to the new experience expressed that it was a positive change that improved their workflows, and we’ve made more shareable code within our ecosystem.
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2018 - 2019
I led the work enabling Xero users to seamlessly onboard to Hubdoc for free with a qualifying subscription tier, allowing accountants and bookkeepers to offer more services at a lower cost per client.
Opportunity:
The Hubdoc acquisition allowed Xero users to access the software within their subscription tier. We needed to address various organization types, subscription options, and user permissions to ensure its success.
Outcome:
Hubdoc saw an increase of 385k organizations onboarded within the first three months, resulting in $24MM per year by upgrading to a premium tier subscription.
My side-hustle
In 2020, I co-founded Boulder Parc in Scarborough, Ontario, creating a welcoming and accessible climbing community that attracts local residents. We have thoughtfully designed a space where people can work and play at the gym, making it feel like their second home.
Opportunity:
With climbing becoming more popular and making its debut in the 2020 Olympics, there is a clear opportunity for new gyms to open in an underserved city.
Outcome:
Since 2020, we have developed a close-knit climbing community that has organically grown into one of the most respected climbing gyms in the world. Our year-over-year revenue has increased by 20%, allowing us to reinvest our profits to continue enhancing the climbing experience.
