My Role

Research & Discovery
‍I conduct user research—interviews, surveys, usability tests, and analytics reviews—to uncover user needs and pain points. I analyze both qualitative and quantitative data, then synthesize the findings into personas, journey maps, and problem statements that frame design opportunities.
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Strategy & Planning
‍I translate insights into design strategies that align with business goals. I define experience objectives, success metrics, and partner with product managers to scope features and prioritize work effectively.
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Experience Design
‍I create wireframes, interaction flows, and prototypes to bring ideas to life. I also structure clear information architecture and ensure accessibility and responsive design across all platforms and devices.
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Collaboration & Execution
‍I work closely with engineers to ensure a smooth handoff from design to development. I partner with visual designers, researchers, and product managers to refine solutions, and I facilitate design workshops and critiques to strengthen collaboration.
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Testing & Iteration
‍I lead usability testing, A/B experiments, and concept validation. I iterate on designs based on data and feedback, always balancing quick fixes with a longer-term vision.
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Leadership & Mentorship
I mentor junior designers, provide constructive feedback, and advocate for design thinking within the organization. I also present design work and influence leadership by connecting design strategy to business outcomes with clear storytelling.

General-Info

Client

McAfee

Service

Visual Design

Tools

Figma, Adobe Creative Cloud

A streamlined subscription and onboarding experience that reduces friction, builds trust, and helps customers get to protection faster.

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Story

Tunnel Bear’s promise is simple: privacy without complexity. But for many new and returning users, the journey from curiosity to protected browsing felt longer than it should. Confusing plan choices, unclear value messaging, and scattered entry points created avoidable drop-off.

I led a focused redesign to make privacy feel effortless. Through interviews, analytics review, and concept tests, we clarified the decision path, simplified plan selection, and tightened the paywall/onboarding connection. We used plain-language microcopy, clear affordances, and reassurance patterns (trust signals, permission previews) so users could act with confidence.

The result: a calmer, faster path to protection—fewer stalls at paywalls, more completions, and a stronger perception of brand trust.

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Strategic Summary

Brand Identity: Visual logo, tagline, and tone used consistently across flow.

Copywriting: Personal, playful, and persuasive tone tailored to funnel stage.

Conversion Design: CTA clarity, savings framing, and testimonial boost trust and action.

Visual Hierarchy: Better layout alignment, button prominence, and breathing space.

iOS Standards: Back buttons, inline fields, permission text — all match Apple HIG.

Emotional UX: Engaging illustrations and success states keep the flow fun.

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My Role

Lead UX / UI Designer & Strategist
Discovery → flows/wires → high-fidelity design → prototype testing → handoff and experimentation (A/B/MVT).
Partnered with product, marketing, and engineering to align conversion goals with brand and privacy requirements.

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Challenge

Reduce friction in trial → paywall → onboarding.
Preserve clarity and trust in a security context (no dark patterns).
Keep the experience consistent across web and mobile while honoring platform norms.

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Approach

Research & Alignment

Stakeholder interviews, heuristic review, light qual testing on decision points; paired with funnel metrics to size impact.

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Decision Path Simplification

Consolidated plan selection, clarified benefits, and reduced required inputs before value is evident.

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Trust & Reassurance Patterns

Permission previews, transparent data handling, security badges, and consistent error states.

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Design System Leverage

Built reusable components (pricing cards, CTA blocks, benefit tiles, inline help) to keep pace with experiments and seasonal promos.

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Prototype & Test

Click-through and live-data prototypes; A/B tests on headline framing, CTA hierarchy, and paywall sequencing.

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Key Design Moves

Single, focused paywall with progressive disclosure (details not forced).
Benefit-first plan cards with plain-language copy and secondary detail on demand.
Guided onboarding (2–3 short steps) with immediate feedback and permission transparency.
Consistent reassurance (lock iconography, short trust statements, concise FAQs) near primary actions.

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Outcomes

• Higher click-through from landing → paywall.
• Improved completion rate for trial/start flows.
• Lower abandonment on permissions step and fewer support pings tied to payment confusion.

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Artifacts

• Flow diagrams: “Pre-redesign vs. simplified path”
• Component snapshots: pricing cards, CTA groups, FAQ micro-patterns
• Prototype clips: mobile paywall → onboarding path
• Experiment board: hypotheses, variants, results

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Tools

Figma (components, variants, tokens), FigJam (workshops), Jira/Confluence (handoff), UserTesting/Survey tooling for quick concept validation, Storybook/Zeroheight for system docs.

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