WORK

Meta (Facebook) Senior Product Designer
July 2021 - March 2025

  • Led efforts to unify the private sharing experience across Facebook, aligning it with Instagram for a more seamless user experience.

  • Conducted comprehensive audits identifying feature gaps, design gaps and high priority bugs in Facebook’s messaging experience which influenced multiple teams roadmaps.

  • Collaborated cross-functionally with engineers, PMs, and researchers to implement fixes, improving feature parity and reducing friction in private sharing.

  • Helped drive high-priority objectives, impacting engagement and retention metrics through a more streamlined user experience.

  • Helped scale up the new Reels product when it was still in its early stages at Facebook.

  • Designed and refined video editing tools, influencing both Facebook and Instagram’s approach to video editing features.

Dorel Sports Wilton,CT, Senior UX / UI Designer
Feb 2020 - July 2021

  • Focusing on bringing the Cannondale cycling brand to a functional e-commerce website for the desktop and mobile experience.
    - Building out a bike finder tool starting with designing a whole new information architecture. To get to this place we went through user research, card sorting and testing rapid prototypes. The ultimate goal being to build out a machine learning technology system. The interface designs then followed.

  • Redesigning the Cannondale mobile app.

  • Building out a design system for all brands (Cannondale, Charge, GT, Mongoose, Schwinn)
    - Organizing and optimizing the brand style guides using best practices from naming conventions, file structure, and linking all components accordingly to the associated files.

DanikaLand, Inc. NYC, UX and UI Design Consulting

Clients include:

LegalShield Jan 2016 - July 2018
LegalShield is a 700 person company with over 10,000 people selling the product. I was the first UX hire and then became one of two who handled multiple teams within the company.
My projects included:
• A network marketer's site which reached over 10,000 sales people and their customers.
• Overseeing brand consistency across all products. With a focus on mobile app development for the consumer product. Working out when to combine products and when to separate them.
• Introducing responsive web versions of all web related products, both internal and consumer facing.
• Consumer mobile applications for both iOS and Android.
• Designs for payment systems were created for both mobile first apps. Launching in a new market outside of the US first and then eventually the US. I worked with third party payment vendors to fully design out the payment system and follow new government regulations depending on each country.

Copia 2015
An Ed Tech company specializing in digitizing and distributing books and text books to schools across the country. They needed a desktop app for both Mac and Windows operating systems which allowed users (both instructors and students) to manage everything from their courses down to their library of books. The application allowed each user type to post discussions, create or complete assignments and read books. I delivered complete user flows for each user type, wireframes and finally a higher fidelity UI design complete with annotations. I worked closely with the team’s product manager, business decision makers and their technical leaders in order to make sure my designs met all goals and expectations.

Fusion.net 2014 - 2015
Helping them form a brand new interactive publishing product from the ground up. Originally started as a TV channel, fusion.net was created in 2013. It’s target user is the millennials and how they consume media, particularly news. My role as a UX and UI designer is to create a consistent and clear style guide, help re- brand the product, and make sure the product is user friendly. Internal products also include analytics for the editors and business development teams.

Google 2011
Worked extensively on an internal Android product within Creative Lab called One Today. It's an app that allows the user to contribute $1 a day to the charity of their choice. Using the power of social media and influence from friends, we were able to "gamify" the system a bit and make this donation process more fun and engaging. I was in charge of all information architecture and user experience for this product. I lead a team of 5 engineers and worked closely with the UI designer to ensure the application was built as intended.

Honest Buildings (Recently acquired by Procore) NYC, UX and UI Designer
Sept 2013 - Nov 2014
A commercial real estate platform designed to create a marketplace for both general contractors and service providers using technology.
• User research to develop the idea with stakeholders
• Created all wireframes and went back to the end users to test the concept and iterate the designs before going further into the product development phase.
• Designed the UI for the website and the bid room (a product within the business) and then tested the functionality with current customers.
• Worked very closely with the sales team, the engineers and product manager on a daily basis.

General Assembly NYC, UX Designer in Residence
May 2013 - Sep 2013
I was part of the pilot UX immersive 8 week course at GA where I was able to work with top UX designers in the field and plan out a course that incorporated UX standard practices. What I also quickly learned was how to manage 21 very different people, encourage them, and help them excel at their strengths.
• Prepared course curriculum with all instructional staff
• Lead lectures on interaction design, software programs (Omnigrafle, Photoshop, Sketch and Hype).

Signal 360 , Inc. (formerly Sonic Notify) NYC, UX and UI Design Lead
July 2012 - April 2013
A platform that enables media to be delivered to a mobile device via sound
• redesigned a whole content management system that was initially designed by developers. The process involved creating user lows, database diagrams, annotated wireframes and finally UI designs to overlay on top of the approved wireframes

Flavorize San Francisco, Co-Founder, Design Lead
Jan 2011 - Sept 2012
A product focused on learning about users' flavor profiles and then giving them relevant information in the the right context all revolving around food. From eating out to cooking at home. I was part of a small team where we created 2 iPhone apps and a complex working site and finally a large web component.

DenseBrain NYC Co-Founder & Creative Director
Aug 2008 - Jan 2011
A digital agency started with my engineer partner. Clients and in-house projects include:

NYC Mate (iPhone app)
Concepted and lead a team of designers to flush out numerous cities with their public transportation map data for mobile devices

Pampers My Baby Registry (pampersmybabyregistry.com, iPhone app, Blackberry app, Facebook app)
Lead a team of designers to flush out a large scale project for Pampers in an extremely tight deadline

Head and Shoulders Polamalooza (iPhone app)
A football trivia game iPhone app I designed in less than a week that hit the top charts at it’s launch

CBA Industries
An enterprise android app as well as a CMS for a large delivery company based in New Jersey. The android app was used by all the drivers in their cars as a tool to help navigate them through their delivery route. At the company headquarters, they would track all their drivers in real time on computer screens as well as large monitors using the CMS I designed.

SitOrSquat (Acquired by Procter & Gamble, Charmin Brand) NYC Founder, Head of Product
Feb 2008 - July 2011

  • Conceived and developed SitOrSquat, a crowd-sourced public restroom finder, as a side project to address a personal need.

  • Led design, UX, and data collection efforts, building a dynamic platform for users to access and contribute restroom locations.

  • Partnered with a developer to launch a website and mobile apps, quickly expanding to iPhone, BlackBerry, and WAP text messaging services.

  • Grew the platform to 20,000 users in the first month, 100,000 user-generated restroom locations worldwide, and over 2 million app downloads.

  • Managed the project while working full-time, demonstrating strong initiative, product vision, and execution.

  • Successfully negotiated the sale of SitOrSquat to Procter & Gamble (Charmin Brand) in 2010.

National CineMedia NYC, Art Director
April 2007 - April 2009
• Concepted, designed and oversaw production of numerous direct mail and advertising projects for the movie theater industry including inhouse advertising, Direct mail B2B, Package Design, New Media
• Responsible for generating 20% increase in sales from a B2B direct mail kit which went out to 5000 prospective clients
• Solely responsible for concepting and branding NCM’s annual National Sales meeting which was attended by over 400 employees. Created everything from custom t-shirts, posters, signage, powerpoint slides for large presentations, name tags, party invites, etc.

Publicis NYC, Art Director
May 2005 - April 2006
• Rebranded, concepted, and produced ads and branding for Midori Liqueur with new, edgy, current styles which the client loved and decided to put forth.
• Created new ways to represent Ambien and Ambien CR from the doctor’s office to the popular magazines. Helped increase sales 15% in the first 2 quarters.
• Concepted, designed and oversaw production of a vehicle RV wrap and marketing package for Buitoni which was designed to drive around California for 4 months serving fresh Buitoni products which re- established the brand and heightened it’s appeal to the health-conscious consumer. Sales increased 15% in California.

MME NYC, Junior Art Director
May 2004 - May 2005
• Solely responsible for concepting 4 Palmer’s Cocoa Butter TV spots for it’s new line of anti-aging creams as well as it’s scar reducing formula. Was the sole creative for the brand from magazine print ads to in-store promotions to TV commercials.
• Helped take Smirnoff and Smirnoff Ice’s presence in the point-of-sale category to a new level by coming up with more relevant designs to ship out to it’s affiliated liquor stores.
• Rebranded Guinness Extra Stout’s packaging for the Carnival event in Trinidad as well as designed the float to accompany it.
• Also worked on other brands including: Afinia Suite Hotels, Maxell, Squeez’r, Johnnie Walker and J&B

EDUCATION

General Assembly Continuing Education
Winter 2012
User Experience Design Course

School of Visual Arts Continuing Education
2006-2007
HTML
Silkscreening

Parsons School of Design BFA Communication Design
2000-2004
Concentration: Advertising and Motion Graphics. Dean’s List 4 years in a row.

Rhode Island School of Design
Summer 1999
Color Theory, Painting

SKILLS

Figma
Sketch
Zeplin
Adobe Creative Suite
Rapid Prototyping
Invision App
Logo Design
Illustration
HTML + CSS
Video Editing

My most up to date resume is my Linkedin Profile. I also have a pdf version which I occasionally update as well.