Finding and booking a rental car through Toyota Rent-A-Car required customers to navigate a dealer-by-dealer experience, making it difficult to find an option that fit their travel plans. The existing flow placed the dealership structure ahead of the customer's primary needs: location, date, and time.

I reimagined the booking experience around these core decision points, shifting the focus from individual dealerships to a more intuitive search. By restructuring the journey around how customers actually plan a rental, I helped transform a fragmented process into a more streamlined booking experience.

Fender Play is a music-learning app designed to help players build their skills through guided lessons and practice. Learning an instrument is an incremental process with improvement being achieved through a loop of practice and feedback. In Fender Play, however, these two modes of hands-on learning existed as separate lessons in a course. This created an unnecessary back-and-forth between interconnected parts of the learning experience.

I designed a solution that brought these modes together into a more seamless flow, allowing learners to practice, have their performance assessed, and retry without interrupting their progress. The goal was to better support different learning behaviors while making the overall experience more intuitive and cohesive.

Online shoppers need to quickly understand what a brand offers, find products that meet their needs, and make confident purchase decisions. Across Fender and MANSCAPED, I worked on improving the end-to-end ecommerce experience, addressing friction throughout product discovery and evaluation.

My work spanned homepage, product listing, and product detail experiences, with a focus on how products were organized, presented, and compared. I made design decisions around navigation, filtering, product merchandising, and content hierarchy to help customers find relevant products, understand their options, and move more seamlessly toward purchase.

As part of FOX’s Growth team, I designed digital experiences focused on converting audience interest into measurable engagement. My work included improving the FOX error experience to better guide users toward relevant content and designing paid media destinations that streamlined the path to authentication. I also contributed to the revamped FOX Sports launch, creating a landing experience that helped translate interest around a major sporting event into sign-ups. Across these initiatives, I focused on reducing barriers to entry and aligning experience design with acquisition goals.

Turning interest into a subscription requires more than a compelling product. Prospective learners need to understand what Fender Play offers, see how it fits their goals, and feel confident choosing a plan. I worked across the marketing landing page and subscription plans page to strengthen this conversion funnel, connecting the initial discovery experience with the decision to subscribe.

My focus was on creating a more cohesive journey between the two touchpoints, clarifying the product's value proposition and helping customers navigate their subscription options. By considering how each page contributed to the larger conversion journey, I worked to reduce friction between discovering Fender Play and becoming a subscriber.

ArtistWorks gives musicians access to expert instruction through an online learning platform, but the experience of learning shouldn't be overshadowed by the interface used to access it. Students need to be able to navigate lessons, find relevant learning resources, and engage with instructors without unnecessary friction.

I led a full UI redesign of the platform, rethinking the visual language and overall experience to create a more cohesive, intuitive environment for online music education. The goal was to make the platform easier to navigate and bring greater clarity to the learning experience, allowing students to focus less on finding their way around and more on developing their skills.