Meta Ads / AI Business Assistant

Helping advertisers understand, trust, and act on AI recommendations.

• AI Product
• Recommendation UX
• Trustworthy AI
• Advertiser Workflows

Role

Architected the end-to-end user mental model for AI-guided advertiser recommendations.

Design decision

Translate backend intelligence into explainable, controllable, and easy-to-act-on recommendation patterns.

Impact

Public beta cited 20% higher common-account-issue resolution and 12% lower cost per result.

Meta Ads / Omnichannel Ads

Designing a flagship 0-1 ads product for complex campaign growth.

• Monetization Platform
• 0 → 1 Product
• $1.3B ARR
• Workflow Strategy

Role

Led 0→1 product design strategy and workflow architecture for cross-channel optimization.

Design decision

Simplify setup and review while preserving the business logic expert advertisers need to trust performance decisions.

Impact

$1.3B ARR product context, 78% retention, and 30% adopter share-shift spend.

Lucid Motors / HMI Design System

Scaling an automotive interface system from concept to launch.

• Design System
• Automotive UX
• HMI Patterns
• Governance

Role

Owned the design system from scratch as product owner, defining foundations, documentation, review rhythms, and rollout.

Design decision

Convert repeated feature-level decisions into reusable HMI patterns across vehicle controls, mobile surfaces, and product tooling.

Impact

Improved consistency, predictability, and accessibility, contributing to an estimated $2M annual efficiency gain.

Schlumberger / DLS Magician

Turning E&P user stories into DLS-based interactive prototypes.

• Design System
• AI Research
• NLP
• Prototyping

Role

Designed the AI-assisted workflow connecting user stories, NLP parsing, DLS component logic, and generated prototype output.

Design decision

Make AI-generated prototypes explainable and editable instead of treating system output as a black box.

Impact

Published at ACM IUI and connected to a US patent for text-to-prototype workflows.