Consolidated two outdated platforms into one — and opened 400K+ new accounts in 90 days.

Strategic leadership in the Lifetime platform redesign replaced an underperforming dual-platform system with a single modern, scalable solution — improving navigation and personalization, and driving significant gains in engagement, reach and business outcomes.

The Lifetime Moments experience platform had an outdated interface that failed its diverse user base — customers couldn't find what they needed, and there was no personalization or recommendations. Technical limitations also made it hard for product teams to iterate quickly and improve the experience.

• — Director of UX Design, 2020–2021 — strategic design leadership for the redesign
• — Led a team of 4 designers with close support from content strategy and user research
• — Served on the strategic leadership team with senior leadership, product managers, engineers and customer service

1. 1. Facilitated design-thinking workshops and design sprints with senior leadership, product, engineering and customer service
2. 2. Ran comprehensive user research and user testing to identify pain points and gather feedback
3. 3. Validated concepts with the client advisory board through moderated sessions that supplied user metrics
4. 4. Developed a modern, modular design system for flexibility and scalability, with clearer navigation, fewer steps, personalization and improved accessibility and mobile optimization

• ✓ Facilitated the opening of over 400,000 new accounts within 90 days of a user's site visit
• ✓ Expanded reach to over 3 million unique visitors
• ✓ Increased user engagement by 4%
• ✓ Delivered a simpler, more intuitive interface with personalization, tailored recommendations and reminders
• ✓ Equipped teams with robust analytics to track usage and potential prospects