Today I lead Growth Design at Jabra Enhance, where we design and optimize a digital health commerce experience in a category defined by long decision cycles and high consideration. Hearing aid adoption often takes years—sometimes up to seven years of consideration before purchase—and our research across Active Shopper personas, decision-making attributes, and first-time vs. switcher behaviors consistently shows that confidence—not speed—is the primary driver of conversion.

Because of this, the experiences we design do not follow traditional e-commerce logic of simply reducing steps to checkout. Instead, we focus on confidence-building journeys. Customers can browse directly or move through a guided survey that helps them understand their hearing needs and receive personalized recommendations. In this high-consideration category, guidance—not speed—is what helps people move forward, with the guided path converting 33.7% compared to 0.6% for direct browsing—over 50× higher conversion.

Alongside this work, I lead a continuous growth experimentation program across the customer journey—from homepage discovery to product detail pages, surveys, and lead capture. In 2025 alone, our experimentation program delivered an 87% cumulative increase in positive test outcomes, including a +46.7% conversion lift from a trust-focused experience redesign, generating approximately $XXX in incremental revenue during testing periods. Isa’s 2025 Individual Objectives

These efforts extend beyond experimentation into broader growth initiatives. We expanded the Refer-a-Friend program into a cross-journey experience, shifting discovery beyond the app and significantly increasing reach while maintaining low acquisition cost. We also supported the Select 700 cross-channel launch across DTC, retail, and partnerships, helping drive a +12% month-over-month revenue increase and a 35% improvement in visitor-to-order conversion following launch. Isa’s 2025 Individual Objectives

More recently, I have collaborated on early AI-supported initiatives. This includes implementing an AI-driven lead scoring model designed to identify higher-quality prospects and tailor their journeys accordingly. We also explored conversational AI through a rapid Alby proof of concept, quickly prototyping potential UX entry points to evaluate how AI-assisted guidance could help answer shopper questions and support decision-making during the purchase journey.

Because of this, the experiences we design do not follow the typical e-commerce logic of simply reducing steps to checkout. Instead, we focus on confidence-building journeys. Customers can browse directly or move through a guided survey that helps them understand their hearing needs and receive personalized recommendations. In this high-consideration category, guidance—not speed—is what helps people move forward, with the guided path converting 33.7% compared to 0.6% for direct browsing—over 50× higher conversion.

Alongside this work, we run a continuous growth experimentation program, testing messaging, product positioning, and experience improvements across the customer journey—from homepage discovery to product detail pages and lead capture. These experiments help us understand how customers evaluate hearing solutions, reduce uncertainty during the decision process, and steadily improve conversion and engagement outcomes.

More recently, I have collaborated on early AI-supported initiatives, including implementing an AI-driven lead scoring model designed to identify higher-quality prospects and tailor their journeys accordingly. We also explored conversational AI through a rapid Alby proof of concept, quickly prototyping the experience to evaluate how AI-assisted guidance could help answer shopper questions and support decision-making during the purchase journey.

These efforts represent early exploration rather than finished systems, but they reflect how business, marketing, design, product, engineering, and data teams can begin integrating thoughtfully into real customer experiences.

My collaboration with CapSpecialty began during my time at Synechron, where I helped design the digital experience for DragonX, the underwriting platform created to modernize small business insurance.

Working closely with brokers, I led UX for a product built from the ground up—interviewing users, understanding their workflows, and translating complex underwriting processes into a simpler quoting experience.

What began as a new platform has since grown into a $50M yearly premium business, giving brokers real-time pricing and structured coverage options while removing much of the friction traditionally associated with specialty insurance quoting.

As CapSpecialty puts it:
“Insurance isn’t that complicated — with in-the-box underwriting and out-of-the-box technology.”

More recently, in summer 2025, I partnered with CapSpecialty again to support the launch of an AI-enabled MPL quoting experience designed to improve broker efficiency and simplify the quoting workflow.

As part of this work, I led a full-day discovery workshop with business and product leaders to define the MVP goals, identify key business opportunities, and align on the product direction. From there, I helped design the end-to-end broker experience, including quote packages, coverage summaries, and documentation used throughout the submission-to-bind process.

The initiative focused on creating a more efficient and scalable quoting process, laying the groundwork for AI-supported underwriting. Early feedback from brokers and internal teams has been consistently positive, particularly around the clarity of coverage options and the usability of the quote packages.