I lead the design for collector experience; designing listings for tokens (LDAs), developing trading experiences between collectors, creating discovery mechanics, portfolio management, and more. Today, Royal has become the leading trading platform for token that contain music rights.

Listings showcase token collections that are available for trading. Listings provide context about the music, from streaming performance & potential royalty revenue, to insights into a token’s overall potential as an investment. I lead the design through various iterative changes focusing on maximizing trading volume.

Trading on Royal means, buyers submit bid prices for tokens, and owners can submit asking prices. These inputs are added to an Order Book and our matching engine tries to find pricing matches. Once matched, orders are cleared. Through this process, the platform is able to determine a token’s market value.

Trading on Royal requires a wallet to hold tokens. Royal provides a default wallet, but naturally people can add their own. I worked on the ecosystem of signing-up by connecting a wallet, switching and disconnecting wallets, as well the process of claiming funds into a wallet after royalties have accrued.

Royal created a proprietary tool that calculates the streaming valuation of a given music asset. To attract artists to our platform, I designed a marketing surface that highlights our valuation calculator. Anyone looking to value or sell their music assets can leverage our tool and begin selling on our platform.

A goal for Messenger was to bring Facebook Group messaging to the platform. As such, I designed a new navigational panel created to organize inboxes and offer easy access to Community & FB Group chats in Messenger.

With popular emoticon experiences as seen on Slack and Discord, a focus was to bring Custom Reactions to web. With emoji search and other shortcuts, I launched this feature which allows users to easily customize their Reaction bar.

I had the opportunity to work on accessibility features to design a keyboard navigation of message threads. I worked closely with accessibility specialists & users to design a thread structure that treats each message row as an enterable cell. This allows for quick & easy reading of messages, but also allows for access to secondary information when desired.

From research I learned that users retain longer when a brand name or logo has been added to a site. Given this insight, I designed an onboarding experience that kick-starts the site-building process by personalizing templates to users’ intent & needs.

Squarespace is known for its beautiful templates. On mobile however, there was low conversion on the template store. I rectified this conversion issue by overhauling the template experience, showcasing templates in a mobile format, allowing for easy category switching with swipe-ability, and adding a detail view for templates.

App users tended to want high-level editing capabilities over granular ones. Based on this, I designed a section-first approach; tapping a section triggers an action bar which allows for high-level changes like adding, re-ordering, and deleting a section. Tapping a selected section, allows for editing of various elements within a given section.

Many of our App users write blogs on-the-go. Users felt it cumbersome to use the site-editor for new blog content, especially since Blogs are usually formatted already. Based on this, I designed a solution called Focus Mode; a writing specific mode for simple editing, similar to a Notes app.

I was part of the Monetization team that created Plus, Duolingo’s 1st paid subscription. I designed premium features on focused on Plus conversion & retention. I designed freemium experiences that utilized health & gem mechanics. We had a subscriber goal we wanted to reach in order to have a successful IPO.

For New Years, Duolingo launches an annual discount for the Plus subscription. The promotion is iterated on & extensively tested in order to find a winning combination of elements that will lead to a successful conversion of subscribers. This is the most lucrative time of the year for Duolingo, given the global desire for healthy New Years Resolutions.

Clubs was Duolingo’s first social feature, where I was the sole & founding designer for the team. I iterated and designed the Feed structure, created mini social language games, and developed Duolingo’s first peer competition feature with Leaderboards.

Clubs was the first time Duolingo ventured into user-generated content. I designed the content system with user posts, comments, canned messages and more. I also experimented with Feed vs Chat structures, as well as implanting safety guardrails & admin tooling.

Duolingo uses gamification to make learning fun. Inspiration came from games like Clash Royale, Nintendo, and conferences like GDC. I worked on various gamification features; Combos is one such feature I designed that still persists in every lesson to this day.

I was the founding designer on the feature Duolingo Stories, where I the first immersion & narrative based lesson format, which was beloved by users. It has evolved from being a Web-only feature, to becoming its own tab on the mobile apps, to finally becoming an integrated part of the core language tree.

I worked on the design for the Catalog Management page (home), Catalog Summary, Dashboard, and Report Builder. The goal was to make it easy to access the statements and to build any relevant reports to help that evaluate the statement data.

I was brought on to help with the App’s Intro Video that gets played when a user first downloads and opens the app. I worked on establishing the value props and creating the UI samples to communicate the app’s purpose and intent to get users excited about using the product.