Work
Do we ever need modes?
Rebuilding the information architecture of Wayground's most-trafficked surface — twice. Shipped, watched it regress, diagnosed why, and shipped again
Masthead ads: fighting for a seat at the table
Writing our way into GoFood's redesign and building the platform's most successful premium ad format, lifting merchant ROAS from 2x to 4.5x
Banner CTR experiment: 60% uplift
A multivariate experiment and automation workflow that lifted self-serve banner click-through rates by 60% for GoFood merchants
Usage analytics dashboard
Scaling customer success from manual email reports to self-serve admin dashboards, designed around a hard data-infrastructure constraint
Building Gojek's ads design system
A unified component library and visual principles for all third-party advertising on Gojek, cutting new ad-format launch time from weeks to days
Content moderation under political pressure
Sales wanted a kill switch for the content library. We built a granular moderation tool instead — preserving teacher value and closing $400K in enterprise deals
Masthead ads: fighting for a seat at the table
Writing our way into GoFood's redesign and building the platform's most successful premium ad format, lifting merchant ROAS from 2x to 4.5x
Banner CTR experiment: 60% uplift
A multivariate experiment and automation workflow that lifted self-serve banner click-through rates by 60% for GoFood merchants
Usage analytics dashboard
Scaling customer success from manual email reports to self-serve admin dashboards, designed around a hard data-infrastructure constraint
Building Gojek's ads design system
A unified component library and visual principles for all third-party advertising on Gojek, cutting new ad-format launch time from weeks to days
Content moderation under political pressure
Sales wanted a kill switch for the content library. We built a granular moderation tool instead — preserving teacher value and closing $400K in enterprise deals
Simplifying student signups at Wayground Coming soon
A chaotic and inefficient student signup process led to poor teacher experience. We had to fix this fast with limited resources. Here's how we did it
