Design for the hard problems

Expansion into new ad products and self-serve usage risked creating fragmented campaign flows that duplicated engineering effort and broke down for novice advertisers.

The new Facebook Pages platform was underperforming, and we were under pressure to close the $540M revenue gap to unblock the rollout.

Explored AI-assisted property search concepts to help buyers discover relevant listings through intent-driven search and conversational guidance.

Bluecrew relied on a 4-6 week manual onboarding process with sales, account management, and compliance handoffs, making it too expensive and too slow to serve smaller businesses at scale.

PSD2 forced Amazon EU to add a high-friction 3DS bank verification step to checkout, putting more than $18B in annual sales at risk.