Selected work
Projects
Experiments that move revenue, and the design work behind how I think about products.
More work: Hope in Action, a service concept for coordinating help after a disaster
¡Hola!
I decide what to build next and prove it worked: research, experiments and the metrics that come after launch.
Product ownership
I've worked on consumer subscription apps in utilities, lifestyle, productivity and entertainment, focused on improving products already in people's hands: onboarding, paywalls, pricing and retention, tested and measured one experiment at a time.
A/B tests across 20+ apps: ideas that won in one app were rolled out and re-tested in the others.
consumer apps across four categories, tested and iterated in Adapty.
revenue per user after adding new subscription plans, A/B tested.
From hypothesis and setup to the rollout call, judged on retention and LTV, not just the first conversion.
Event tracking for the core features of our main products, and guardrail metrics watched after every launch.
UX audits turned into PRDs with ranked improvements, and critical bugs caught and triaged with engineering.
Design, ASO and user acquisition telling one story, from the store listing to the moment someone subscribes.
Lesson learned
Some changes won their A/B test, but the guardrail metrics I tracked after launch showed weaker results over time.
Selected work
Experiments that move revenue, and the design work behind how I think about products.
More work: Hope in Action, a service concept for coordinating help after a disaster
How I work
Four phases sit behind every product decision I make. Each one ends with something the team can act on, not just something I did.
User research, funnel data and store reviews, so I understand the problem before anyone builds anything.
Opportunities ranked by impact and effort, turned into PRDs and one clear hypothesis per change.
Design, engineering and growth working from the same plan, with tracking ready before launch.
A/B results judged on retention and LTV, and guardrail metrics watched long after the test ends.