Strategic Product Design Leadership: Enhancing User Experiences and Operational Efficiency to Achieve Series B Funding Seven Months Ahead of Schedule

Redesigned entire mobile app and supported a mobile dev to rebuild the entire app (Android & iOS) from scratch in 5 months, increasing user engagement on mobile by 325%

Overview of mobile app: Welcome, Home Dashboard, and Accounts Screens

Farther is comprised of wealth management technology with expert advisors and comprehensive financial support.

Recruited as the head of design, I assumed leadership of an existing team comprising two junior designers. My mandate encompassed not only cultivating a cohesive design culture and strategy but also elevating the team's proficiency. Furthermore, I undertook the integration of our recent rebranding efforts across the entire product suite. To bolster our capabilities, I strategically onboarded a senior designer, facilitating the establishment of a robust design system and tokens. This initiative significantly heightened productivity and consistency across both design and front-end development functions. The culmination of our efforts, including revamped consumer products and streamlined internal tools, catalyzed remarkable business growth, propelling our assets under management from $500 million to a billion dollars. Consequently, our achievements expedited the company's Series B funding round by a remarkable seven months.

Responsibility Highlights

Owned product design for the end consumer, advisor, ops, and support experiences
Worked cross-functionally with directors and senior executives to define product strategies, visions, and roadmaps
Managed the product design team of 3

Impact Highlights

Redesigned, and supported front-end and back-end devs to rebuild, key features of the consumer app to allow for the company to expand from a single custodian platform to a quad-custodial offering
Redesigned the entire mobile app and supported a mobile dev to rebuild the entire app (Android & iOS) from scratch in 5 months, increasing user engagement on mobile by 325%
Redesigned entire web app, and supported front-end and back-end devs to rebuild, feature by feature, increasing consumer engagement overall by 92%
Redesigned dark and light themes of the new brand to apply color theory correctly, increasing consistency and legibility, establishing a clearer UI hierarchy
Redesigned, and supported front-end and back-end devs to rebuild, an investment portfolio re-balancer for the ops team, speeding up daily trading per ops member from hours to mins
Designed, and supported front-end and back-end devs to build, a new tasking feature for internal support, ops, and advisors to collaborate more effectively, greatly increasing confidence, accountability, and reporting across all 3 teams
Created the first product design system, increasing consistency across both the design team and front-end teams, while decreasing the overall time to design and build new experiences
Hired, and managed, an additional senior designer, increasing our design productivity by 50%
Directed a senior designer to create and implement design tokens, enabling the front-end teams to be more in lockstep with the design team

Redesigned dark and light themes of the new brand to apply color theory correctly, increasing consistency and legibility, establishing a clearer UI hierarchy

View of full color palette with shades and tints

Directed a senior designer to create and implement design tokens, enabling the front-end teams to be more in lockstep with the design team

Snippet of Global and Alias Design Tokens

Created the first product design system, increasing consistency across both the design team and front-end teams, while decreasing the overall time to design and build new experiences

Desktop and mobile views of the redesigned home dashboard

A screenshot of the design system in figma, showing all the component pages and the button component UI

Redesigned entire web app, and supported front-end and back-end devs to rebuild, feature by feature, increasing consumer engagement overall by 92%

Screenshot of the redesigned accounts section and details overlays

Redesigned, and supported front-end and back-end devs to rebuild, key features of the consumer app to allow for the company to expand from a single custodian platform to a quad-custodial offering

Overview of the redesigned funding settings section

Designed, and supported front-end and back-end devs to build, a new tasking feature for internal support, ops, and advisors to collaborate more effectively, greatly increasing confidence, accountability, and reporting across all 3 teams

Overview of the Tasks feature designs for the internal ops team

Overview screenshot of the more detailed designs for interactions and states that went into the new Tasks feature

Redesigned, and supported front-end and back-end devs to rebuild, an investment portfolio re-balancer for the ops team, speeding up daily trading per ops member from hours to mins