I led various product areas during my tenure: Module Builder (visual IDE application builder), Business Process Automation (aka Workflow), Creator Productivity, Runtime Engine, and UDesigner (building Unqork with Unqork). I also managed two associate designers and served as Interim Head of Design for a time.
Snapshots of work I LED:
CASE STUDY 1
Closing the gap between No-Code and Styling
Is Unqork truly No-Code? Not when it came to creating modern interfaces. I led an end-to-end design process to reimagine how Unqork could fully serve customers if styling was truly No-Code.
Role
Led user research to uncover core customer problems when building bespoke interfaces
Led product design to inform future roadmap with product experiences via facilitation, prototyping and storytelling
Impact
Crafted a holistic customer-focused experience to solve core problems, championed by the CEO & CTO at Unqork’s annual conference
Informed product roadmap by defining two high-priority initiatives
Solved for key customer blockers, allowing greater ARR retention and growth
Discovery and Definition
Uncovering styling as a core customer problem
I interviewed a range of customers and uncovered a key challenge: achieving bespoke UI without deep CSS expertise was nearly impossible in Unqork. While many were drawn to Unqork due to the platform's "no-code" standard, it lacked the robust styling controls needed to meet the design standards of sophisticated enterprises. This gap created friction in delivering polished, brand-aligned experiences and triggered many complaints.
Applying atomic design as a core principle
Interviews with technical leaders revealed that Unqork’s components were monolithic structures making them hard to edit and style. They preferred a more atomic approach to reduce tech debt and improve component styling. Thus, I explored scaling granular systems (inspired by Brad Frost's foundational “Atomic Design”) and I created documentation to help teams understand how Unqork might ingest design system concepts. I hypothesized that if Unqork assets were defined atomically, any component could be built from atomic units, and atomic units could be accessed from any hierarchy level.
Defining roadmap opportunities through collaboration and facilitation
To reimagine how managing UI worked in Unqork, I helped mapped the end-to-end customer journey alongside stakeholders across design, engineering, and product management. I facilitated collaborative workshops, and we collectively identified key Jobs-to-Be-Done such as enabling non-technical Creators to quickly build interfaces, apply consistent branding, and ensuring compliance. These activities exposed clear opportunity areas where we could make bold bets on our future roadmap.
Using storytelling to drive roadmap investments
To help define and drive roadmap investments, I partnered closely with Product and Engineering to validate ideas and demonstrate the value of atomic composition within Unqork. I mapped out key moments in the user journey and translated them into visual narratives and interactive prototypes. These artifacts helped bring customer pain points to life and made the case for productized styling solutions. By pairing storytelling with tangible examples, I aligned stakeholders and senior leaders around a shared vision for simplifying the styling experience.
Impact on product innovation
This holistic, customer-focused solution to Unqork's styling challenges was later championed by the CEO and CTO at the company's annual conference. My work directly shaped the product roadmap by defining three high-priority initiatives that removed key blockers that had previously hindered customer success — ultimately driving greater ARR retention and expansion.
CASE STUDY 2
Allowing for multi-player automation in Workflow
Role and context:
I led the design of new workflow capabilities to enable scalable enterprise automation. The existing system was highly manual and constrained—users could only operate one task at a time, forcing workflows into a linear, single-player mode. Through research and close collaboration with users, I designed a multi-player workflow model that allowed tasks to be routed in parallel across roles. Users could define SLA limits for each role and monitor task performance, aligning workflow execution with how real-world businesses operate.
Impact:
The feature became the most marketed Workflow capability in 2021, with approximately 40% of workflows adopting the new functionality. One investor even described it as an “[competitor name redacted] killer,” highlighting its role in differentiating Unqork from competitors.
