MINI-CASE STUDIES
Experience
At Asigra, I've owned the end-to-end product design strategy and delivery for a suite of B2B and B2C SaaS products. I’ve led and mentored 5+ high-performing UX designers and researchers, fostering a culture of validation and high craft. I still love being hands-on—reviewing, approving, and providing feedback on all work—and when things get messy, I’m never afraid to get my hands dirty.
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Product Strategy: Led design for a B2B and B2C SaaS Product suite, partnering with CPO on roadmaps that drove 95% customer retention.
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Product-Led Growth (PLG): Spearheaded the redesign of the platform’s self-serve onboarding flow, reducing user time-to-value (TTV) and increasing trial-to-paid conversions by 28%.
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Market Expansion: Spearheaded a "North Star" discovery initiative that identified a high-growth feature tier, capturing $1.1M in new ARR within 6 months of launch.
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Research & AI: Cut dev rework by 35% and research time by 80% by implementing a “Research-First” process and an AI-augmented insights system.
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Organizational Growth: Built a 5+ person central design team from scratch; maintained 100% team retention over 3 years in a player-coach capacity while providing end-to-end surface design expertise
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Design Operations: Launched a multi-tenant Design System, reducing dev cycles by 35% and saving $250k/year in technical debt.
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Stakeholder Alignment: Acted as primary design advocate at the executive level, facilitating weekly sprints to align backlog with business opportunities.
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Operational Velocity: Implemented a standardized "Design Ops" workflow utilizing AI tools I created that streamlined the handoff between design and engineering. This reduced the time from initial concept to high-fidelity prototype by 75%, allowing for more rapid market testing and faster release cycles.
MINI-CASE STUDY
AI-Augmented Design Ops
Challenge
Manual Figma-to-code translation averaged 3–5 hours per component. This created a translation bottleneck characterized by visual drift and high QA overhead.
UI 2.0 Reality Engine I architected a closed-loop AI pipeline using Claude AI and Figma MCP to automate synchronization between design assets and production code.
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Automated Extraction: Direct extraction of design tokens, variants, and hierarchy from Figma master nodes.
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Rapid Generation: Instant creation of documented Angular Signals components, unit tests, and Storybook stories.
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Functional Prototyping: Prototypes were built using the actual generated production code, enabling immediate functional validation.
Solution
Results
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90% Time Reduction: Component delivery accelerated from ~4 hours to under 20 minutes.
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50% Faster Time-to-Market: Utilizing production-ready code in the prototyping phase cut the time from initial concept to published code by half.
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Architectural Integrity: 100% consistency across Angular, Tailwind, and BEM standards with zero transcription errors.
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Efficiency: 80% reduction in operational costs.
MINI-CASE STUDY
AI-Augmented UX Research
Challenge
Fragmented research tools (Pendo, Userlytics, Dovetail) siloed data from each other and Figma, requiring weeks to synthesize insights and delaying product delivery.
AI Insights Engine: Developed an internal tool utilizing APIs to aggregate cross-platform data for real-time analysis.
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Prompt-Based Synthesis: Mapped data to "Skills," enabling the team to extract deep insights via natural language queries.
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Automated Reporting: Built an internal "Projects" framework to organize research and auto-generate comprehensive reports.
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Proactive Intelligence: Implemented scheduled prompts and AI-driven question recommendations to maintain fresh, high-quality insights.
Solution
Results
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80% Effort Reduction: Cut the manual time required for UX research reporting by 80%.
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$160k Total Savings: Reduced annual budget by $120k CDN in operational costs and saved an additional $40k CDN in software licensing fees.
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Validated Roadmaps: Accelerated research cycles to improve roadmap prioritization and feature quality.
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Enhanced Discovery: Uncovered critical user insights previously hidden within siloed data sets.
MINI-CASE STUDY
Scaling The Product Design Team
Challenge
The organization had zero design headcount and no formal Product Design function. This total absence of dedicated UX leadership resulted in fragmented product experiences and a non-existent discovery-to-delivery process.
Organizational Architecture & Mentorship: I built a 5+ person central design organization from scratch to support three independent product pods.
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Career Infrastructure: Launched formal career ladders and a structured mentorship program to provide clear professional growth trajectories.
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Operational Handoffs: Defined a standardized discovery-to-delivery framework to bridge the gap between initial research and engineering execution.
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Player-Coach Leadership: Personally led high-complexity design initiatives while providing end-to-end surface design expertise to the team.
Solution
Results
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100% Team Retention: Achieved zero attrition over a four-year period through a culture of mentorship and clear professional development.
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Multi-Pod Scalability: Successfully evolved from zero headcount to a central design engine supporting three distinct product lines.
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Strategic Alignment: Facilitated 95% customer retention by ensuring design roadmaps remained synchronized with business objective
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Increased Output Quality: Improved validation speed and craft quality by aligning team execution with C-suite roadmap priorities.
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Company-Wide Adoption: The discovery-to-delivery framework proved so successful it was adopted as the standard operational model across the entire company.
MINI-CASE STUDY
Product-Led Growth (PLG) & Onboarding
Challenge
High-friction self-serve onboarding led to excessive user drop-off and delayed Time-to-Value (TTV), negatively impacting trial-to-paid conversion rates.
Onboarding Experience Transformation: I led a complete redesign of the platform's self-serve flow to prioritize immediate activation and reduce drop-off.
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Inline Support Integration: Integrated contextual, guided, real-time support tools within the flow to assist users during friction points.
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Flow Simplification: Removed non-essential hurdles and complex setup steps from the critical path to user activation.
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Value-First Architecture: Reordered workflows to ensure users reach core product functionality and realize value significantly faster.
Solution
Results
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+33% Conversion Growth: Successfully increased trial-to-paid conversions by 33%.
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Accelerated TTV: Significantly reduced user Time-to-Value, enabling faster product adoption and earlier activation.
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+40% Feature Sentiment: Accelerated product knowledge and user confidence in support reliability.
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95% Retention Impact: Contributed to a broader product strategy that achieved and maintained 95% customer retention across the B2B SaaS suite.
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