2025 Achievements
1. New Sponsorship Treatment: A 52% Reduction in Cancellations
To address a high cancellation rate and low engagement among new child sponsors at concerts, I led the design of a post-purchase photo upload and messaging experience. The goal was to build an immediate emotional connection between sponsors and the children they support, fostering a greater sense of commitment and belonging.
Key Achievements
- Successfully reduced sponsor cancellations by 52% in the first few days following a sponsorship. This was a significant achievement that directly improved retention and demonstrated the business value of a user-centric design approach.
- Achieved 33% engagement with the photo upload experience at concerts, with a high 89.8% of participants completing the follow-up questionnaire. This indicates the effectiveness of the design in capturing user interest and converting it into meaningful action.
- Engineered an integrated campaign with a new email stream and complementary landing pages to drive user adoption and engagement, which was a major factor in the reduction of cancellation rates
2. Delinquency Recovery: $8.8M in Recovered Revenue
I led the strategic redesign of our delinquency recovery process to recapture lost payments and prevent the loss of sponsorships. By improving the notification and card update experience, we achieved a significant financial impact.
Key Achievements
- Recovered $2.6 million in revenue within three months by improving the happy path for card updates. This demonstrates the immense financial leverage of a seamless user experience.
- Achieved a 58.74% overall response rate from donors who received the recovery email and successfully updated their card, which led to an additional $6.2 million in recovered revenue.
- Increased email response rates to 20.86%. I and online response rates to 24.69%, validating the effectiveness of the new communication and user flow.
3. Driving Strategic Impact & Design Leadership
I have been a key driver in evolving World Vision’s design capabilities, establishing standards, and influencing strategic direction beyond the design team.
Key Achievements
- Design Systems & Strategy: Defined and evolved the design system, expanding its focus from individual components to the entire end-to-end user experience. By setting the long-term vision and charter for the design system, I ensured its scalability and alignment with the organization's brand expression and business goals.
- Leadership & Mentorship: Created and implemented Standard Operating Procedures (SOPs) for the DEX design team, providing a much-needed framework for efficiency and consistency. I also actively mentor team members, fostering a culture of growth and design excellence.
- Organizational Influence: Managed the strategy and implementation of design standards across multiple products and product lines. By aligning design priorities with business goals and stakeholder needs, I drove organizational change and influenced high-level decision-making to achieve our yearly objectives.