Shop Everything
Building product discovery into the moment of inspiration
I set design direction for Instagram’s Shop Everything work as a hands-on IC—guiding design across the area, aligning teams and leadership, and owning its most ambiguous product problems.
- How I worked
- Hands-on IC · Design direction
- Product system
- Consumer discovery · Creator and seller tools · AI
Search from a moment of interest. A Reel could lead directly into a visual product search.
Bring business help into chat. I designed Instagram’s first consumer interaction model for Business AI agents, from prompt pills and disclosure to private bottom-sheet messaging.
Open a shop with a catalog. Sellers could set up a shop from Instagram, Commerce Manager, or the commerce platform they already used.
Add product snippets to Reels. Product snippets let creators add shoppable product context directly to Reels.
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Pro subscription
Building Instagram’s first subscription for Pros
I led design for Instagram’s first Pro subscription, shaping its benefits and core experience while guiding related design work across the broader program.
- How I worked
- Formal manager
- Product system
- Subscriptions · Growth · Account systems
Bring trusted links into Reels. Eligible subscribers could share trusted links in Reels without turning the format into an ad surface.
Support creator teams. Shared access let creator teams manage an account without sharing a password.
Make profile links more useful. Creators could organize multiple destinations and make one link more useful from their profile.
Protect original work. Subscribers could request original credit when another Reel reused their work.
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Instagram · 2020–now
I’ve led as an IC, as a manager, and by moving between the two.
Most of my time at Instagram has been spent moving between making the work and guiding it. The role changed, but the job didn’t: tackling ambiguous problems, setting direction, and upholding craft.
As a manager I led up to seven designers across Shopping, Business Messaging, Lead Generation and new ad formats, hiring four and coaching three to promotion.
Nuro
Designing delivery without a driver
As Nuro’s first product designer, I designed the delivery experience across consumer apps, vehicle interfaces, and in-store operations, while also conducting user research for the hardware experience.
- How I worked
- Founding IC
- Product system
- Consumer · Vehicle · Fleet operations
Make autonomous startup legible. A patented remote-startup system helped operators see what an autonomous vehicle needed to complete before it was ready to start.
Coordinate a day of testing. A shared schedule coordinated vehicles, routes, software, and the people needed to run a test.
Make autonomous delivery understandable. The consumer experience paired grocery selection with a clear view of where an autonomous delivery was.
Learn from the vehicle in context. Field studies at night informed how the physical vehicle and service experience worked in context.
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Instacart
Turning replacements into a shared decision
As Instacart’s second product designer, I owned design for logistics and fulfillment—the shopper, driver, in-store, and pickup systems that made grocery delivery work.
- How I worked
- Early product IC
- Product system
- Customer · Shopper · Fulfillment
Guide the active shop. The shopper app guided each order from aisle-by-aisle picking through replacement decisions.
Keep customers in the replacement loop. Customers could review out-of-stock replacements and choose another option while shopping continued.
Carry decisions through delivery. Review and bag-location steps carried the shared order state through handoff and delivery.
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