After working in product management for over 8 years, I transitioned to product design in 2023. Having spent years in the "mini-CEO" role, I decided to focus my energy on enhancing user experience and honing a craft and leverage my experience as a PM to succeed as a designer.
Showcase
Checkout Revamp
Q1 2025
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Q3 2025
Commerce & Creator Tools
Prototyping
Customer interviews
Revenue acquisition
Kajabi is overhauling its checkout experience with customizable themed pages, leverage the improved builder, and an embedded checkout block. These updates respond to user feedback calling for better design, more flexibility, and improve checkout conversion overall.
My role
I am currently working between the Commerce senior PM and Creator Tools principle PM who are overseeing respective functions for both checkout conversion and e-commerce, and customization and theme responsiveness. I am the sole designer on the project and have legacy designs to pull from as a starting point, and am to implement best practices for checkout as well as equip enough controls and customization to the checkout block in order to "win" back some customers who were going to competitors for more flexible checkout options.
Outcomes
Business impact
Still TBD, but the intention is to increase conversion on a modern and flexible checkout page that performs better than existing checkout pages.
Still TBD, but the intention is to acquire more customers and capture more transactions on this newly customizable checkout experience that was previously lost to competitors like Thrivecart and Samcart.
Customer impact
Customers can now fully customize their checkout page to match the rest of their site.
Initial feedback from alpha and beta has been overwhelmingly positive and affiliate customers are making templates for when the launch in September lands.
Branded Mobile App Builder
Q1 2024
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Q2 2024
Monetization
Product strategy
Growth design
Kajabi created an account add-on for customers to have their own mobile app, but found that customers struggled without seeing how a mobile app would look with their branding.
My role
I worked with the monetization PM to put together the end vision and phase 1 of a visual app builder. I paired with our mobile designer in order to combine the mobile and desktop design languages into one seamless experience where customers could see how their branded app would look at a glance. At first, I took inspiration from Wix and how they build out the mobile-version of a website as you go, and as we explored what would mean in Kajabi's landscape, we decided on a full page modal that would more closely resemble our website editor.
Outcomes
Business impact
Increase in branded app add-ons attached to subscriptions.
Increase in onboarding retention for customers in the first 90 days of signing up for the branded app.
Customer impact
Customers can see how Kajabi's branded app will look in realtime now.
Phase 1 has shown positive feedback and paved the way for the future vision to continue to be implemented.
Cohesive Member Experience
Q4 2024
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Q1 2025
Creator Tools
Prototyping
Product strategy
Collaboration
Kajabi is redesigning its theme and customization system to be simpler, faster, and more intuitive, with sensible defaults that look great out of the box. The goal is to help users—especially newcomers—build and customize efficiently without getting bogged down in complexity.
My role
I paired with a senior designer who had worked on parts of the modernized builder, and with our expertise combined we came up with an elevated builder experience and an entire new theme that would cover website, landing pages, courses, coaching, podcasts, and a new dashboard page with notifications and settings affordances. The member experience (where members learn and communicate) has long been overlooked at Kajabi and this was an effort to push for the same focus and effort for our direct customers to advocate for a cohesive and elegant member experience.
Outcomes
Business impact
Increase customer retention by enticing customers to stay on the platform and not leave for more customization or modern member experience.
Increase in onboarding retention for customers in the first 90 days of signing up for Kajabi.
Increase member engagement and upselling where customers can present members with other content inside a cohesive experience.
Established a UX strategy document capturing our desires and intentions with theming and member experience going forward.
Customer impact
Unfortunately this project was descoped at the leadership level to only improve the builder itself by using our design system to "skin" the interface and improve usability and consistency, but not the overall member experience.
Customers will receive this descoped builder later this year, and has positive feedback so far in interviews, but does not aim nearly as high as the initial project intended to.
New member designs
Product designer, Creator Tools & Commerce
Irvine, CA • Hybrid
Started by shipping smaller iterative projects.
Led design strategy and executed on several large projects including those see in my portfolio site.
Co-led a major UX initiative where I conducted user research, built prototypes for interviews, created strategic documentation, and presented to leadership.
Senior product manager, Creator Tools
Irvine, CA • Hybrid
Promoted after launching 3 major products, 2 achieving product-market fit.
Scaled the Build team and drove cross-functional alignment.
Supported integration of an acquired community platform.
Product manager, Build team
Irvine, CA • Hybrid
One of Kajabi’s first PMs; helped establish and scale the Build domain.
Led discovery and delivery for multiple 0→1 products.
Used qualitative and quantitative methods to define Jobs To Be Done and validate design assumptions.
Product owner
Irvine, CA • Hybrid
Owned a new API-first quoting product to modernize legacy infrastructure.
Built business cases and aligned stakeholders across departments.
Balanced technical feasibility with strategic goals.
Associate product manager
Irvine, CA • Hybrid
Co-led a cross-functional team maintaining the sales portal.
Managed releases, team training, and product documentation.
Fostered a culture of process clarity and ownership.
Technical project manager
Irvine, CA • Hybrid
Led implementation and support for a niche CRM product.
Owned client onboarding, training, and data migration.
Acted as main point of contact for high-value accounts.