Product design case studies
Work for startups, enterprise teams and my own brand. Each case covers the problem, what I designed and the results I can share.
AskElephant
Redesign of an AI sales assistant: the meeting page, onboarding for managers and reps, and a workflow builder. Engagement and workflow efficiency went up 30%.
2024-2025
Vyrve
An iOS triathlon app for first-timers with an adaptive plan, an AI coach that explains its changes, a human coach and a crew training for the same race.
2026
SOHO Realty & Mortgage
Website for a women-led real estate and mortgage brokerage: research, user stories, three lead funnels, a five-step assessment and a design system.
2025
GRUP
An iOS app concept for finding people, groups and activities for sports in the Dominican Republic. Research, journey map, flows and the full iOS design.
2021
AtlasView
Redesign of a road and infrastructure management web app: map and list side by side, a condition dashboard and settings broken into step-by-step forms.
2023
Sport Med Analytics
A sports news web app focused on injuries, with a feed that adapts to what you follow, an injury report by league, team and player, and fantasy league import from ESPN and Yahoo.
2023
Gartner / Capterra
Leading a company key result on one of the largest software review platforms. Category page bounce rate: 50% to 45%.
2021-2022
Bazaarvoice / Influenster
AI review tips, a new product page and onboarding for Influenster. Onboarding 40% faster, engagement up 30%, bounce rate down 20%.
2023
National University
Student portal navigation grouped by task and tested with users, plus the Pinnacle design system used by design and engineering.
2024-present
PurePicks
Concept for an AI supplement advisor that explains each recommendation and stops to flag health risks such as medication interactions.
2024-2026
Hyundai Dominicana
Redesigned Hyundai Dominicana's website with a detail page for each model and a 3-step quote tool, designed for phones first.
Earlier
PAUER HATS
My own performance cap brand: four caps, the packaging, an early-access page and two online stores, plus a numbered Founder's Edition.
2026More work
SafeChill · Marketplace trust & AI content
2025-2026Redesigned nine core flows of an activities marketplace. Defined a trust and safety system with 5 verification levels and an AI workflow that generates personalized activity ideas and editable descriptions.
Black Wedding Experience · B2B SaaS marketplace
2024A design system across four products that cut new-feature development time by 35%. Led a cross-functional design sprint to simplify onboarding and designed the vendor dashboard and subscription tiers.
BZA · eCommerce redesign
2025Navigation ambiguity down 32%, time to find products down 28%, time on site up 24%, mobile abandonment down 18%.
Simcha · Therapy platform
2020-2021iOS and Android apps for online therapy with certified psychologists, including video sessions and a simpler path to book a service.
Earlier work: Banco Popular Dominicano, the largest bank in the Dominican Republic · BYD, Dongfeng and Brilliance in the Dominican Republic · Sync Technologies (fractional property ownership app) · Runner-up, The Pitch 2018, for a medical app design · Pellerano & Herrera: cut the firm's monthly search marketing budget from $10,000 to $5,000 while reaching the top of search results.