ProducePay

Product lead for the Grower/Shipper/Packer segment. 

Working to position the company to transition to off-balance sheet lending, become more of a farmer-first payment processor and underwriting platform, this allows us to increase the money available to reduce the cost of capital for farmers by diversifying our lending sources.

Staff Product Manager

The Problem: ProducePay had a compelling offer but was perceived as unreliable and consistently missed customer expectations on value delivery.

In a Hybrid PM x Design role, I was chartered to lead a team of PM's and designers for a 0-1 end-to-end AgTech payment platform build that drove 100% automation of outbound wires and granular financial reporting calculations around harvest GMV, resulting in a 5x transaction capacity growth without increasing operational expenditures. 

Led a team of designers in delivering the underlying enterprise workflows and tooling to start the daily transition of the operations teams to work natively on the platform. 

This increased capacity resulted in an improved customer experience, which led to the enhanced brand perception of being more reliable (as measured by sales and customer success call sentiment) and a solid platform foundation to continuously improve the customer experience of those products. 

The interaction and service design enhanced back office workflows, a combination of buy-and-build technologies, and enabled the current headcount to do up to 400% more fulfillment work than in a typical workday in 2023 by automating or augmenting tedious and repeatable tasks. We eliminated any risk of creating customer-facing, differentiated experiences because we had the safety net of our operations employees to help with any unhappy path scenarios.

I'm professionally proficient in Spanish and had the amazing opportunity to go on-site in Mexico and Peru to visit customers' farms and conduct customer research.

Staff Product Designer

The Way of Product: A Podcast For Product Teams

Host 

Homie

Homie had a cannibalization problem: An incoherent customer experience caused by agents disconnecting customers from the platform because they couldn't do their jobs internally. It was a significant service design issue. 

I had a broader charter to streamline transaction experience between home buyers, sellers, and their agents, covering every phase from offer creation to closing. Harmonizing digital and service touchpoints. 

It led to creating a complete vertically integrated service design of different internal and external digital experiences to prevent disintermediation from our operations employees and enrich the experience for our customers on-platform with concierge-level functionality. 

Additionally, we launched a tool for non-homie buyer agents to submit offers on Homie listings. As a result, 100% of offers on Homie listings are now stored on the platform, saving our internal listing agents an entire day of manual data entry each week.

Having that offer data then allowed us to release a customer-facing offer comparison tool alone, which resulted in a 22% week-over-week growth in seller platform usage and improved customer satisfaction scores from 3 to 8 out of 10 after launch. The time saved with these digital experiences erased any agent disintermediation efforts because we could help them do their jobs and provide customer value at the same time.

Senior Product Designer

Progressive Leasing

Hybrid PM x Design Role for a big 0-1 project. With the charter to solve for ‘Prog Apply,’ a consolidated lease application experience, integrating 20+ legacy systems into one unified microservice. 

When released, it enabled customers to submit a lease application just once, offered omnichannel flexibility, and reduced their time-to-task by an average of 7+ minutes on subsequent logins.

Led customer discovery trips to Houston and Los Angeles, gathering valuable customer insights into how our products were being used and putting into question our current theory for the product strategy. 

Based on my findings, these insights directly influenced the VP of Product to restructure the product team topology. This is when I started to get interested in Product Managment work.

Revamped a key stage in our application process, reducing exit rates from 42.86% to 10.19%. This enhanced user experience boosted application submissions by 32.67% and increased funnel conversions by 3.9%. In context, last year we approved 2,912,066 applications, with each approved application valued at $942.

Identified a design flaw in our application causing a 37% forced exit rate. By redesigning the experience, we reduced this drop-off to just 5%, a 32% lift in applications, resulting in an estimated forecasted revenue opportunity of $75 million. 

Collaborated with major brands including Best Buy, Lowes, Big Lots, GameStop, Overstock, and Wayfair to integrate Progressive Leasing as a payment option on their e-commerce platforms.

Product Designer

FamilySearch

CadenD Interactive LLC

Collaborated with Cotopaxi to address a user experience issue in their Questival event app. Identified a surge in customer support queries leading up to events. To counteract this, we implemented an onboarding experience that successfully reduced customer support inquiries by 60%.

Boosted the readership of a digital publication by 500% through designing experience campaigns viewed by 54,000 individuals. This led to a 300% surge in digital ad sales.

Crafted websites, mobile apps, and web apps for small businesses and startups. My designs drove increased traffic to existing platforms and provided businesses with clarity and momentum for their digital objectives.

Product Design Freelancer

My definition of a great product is this: it has free word-of-mouth marketing from customers telling their friends and coworkers about it. 

If a product offering isn’t selling itself, it isn’t great—yet. 

My approach in any role is to craft a product that generates fandom. Fans can't help but share what they love, so every release is a brand exercise for me.

I have a Bachelor's in Human-Computer Interaction Design and have dedicated my career to ensuring that computers communicate intuitively with humans. 

My podcast on product development is one of the longest-running in the industry. 

I started it in college and interviewed guests from product management, design, marketing, engineering, and business leaders to learn how to excel at product development. 

You can follow on Spotify, Apple Podcasts, and YouTube when you type "The Way of Product" in the search bar. Or use the link below :)

Follow the work at wayofproduct.com

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