Delivering user and
business outcomes by design
Hi, I’m Joe — an outcome-driven product design and research leader passionate about simplifying complexity, differentiating products, and driving innovation to create exceptional B2C and B2B experiences.
I specialize in balancing scrappy and structured processes with creative execution to deliver evidence-based, user-centered solutions that fuel business growth and improve customer outcomes. My approach spans all phases of the product lifecycle: from 0 to 1 development and optimization to growth and innovation.
Most recently, I led Product Design and Research at fintech trading platform Public.com, where I focused on creating intuitive experiences that activate, convert, engage, and retain users. Before that, I led design for SoFi’s consumer lending partnership design teams.
I’m currently consulting while exploring new full-time opportunities to drive meaningful impact through design.
PRoduct Design + Research
I take an insights-based and hands-on approach to helping uncover and align high-functioning, best in class digital experiences with human needs to drive customer and business outcomes.
I’ve spent over 10 years designing consumer products primarily across fintech, e-commerce, and healthtech — leveraging learnings from each experience to help differentiate and simplify often complex, regulated, high-consideration product experiences.
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GROWTH + INNOVATION
I work closely with executives and cross-functional partners to create opportunities that unlock growth, uncover new lines of business, and push company and user goals forward.
Whether sourcing tests to improve incremental growth through experimentation or creating new 0 to 1 value altogether, I leverage data-driven decision making and evidence-based human centered design practices to increase the probability of success for any product investment.
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LEADERSHIP
I’m a people-first leader who takes the responsibility of management and the privilege of mentoring and helping people grow seriously - fostering positive, inclusive, dynamic team cultures that empower designers and researchers to thrive.
I believe a strong team is an engine for decision making, and our shared rituals provide the structure that drives alignment, efficiency, and results for the business and it’s customers.
RECENT WORK>
Public.com - Fintech / investing platform
Built and led the Product Design and Research team for Public.com - a high-growth social investing platform serving over 3 million retail investors - leveraging design to drive growth and monetization initiatives.
Highlights
Grew a dynamic team from 1 to 12 in under two quarters with a focus on end-to-end designers and researchers with diverse backgrounds in designing and shaping consumer experiences
Shipped 0-1 initiatives that expanded our offerings and addressable market including IRAs, EFTs, NFTs, Crypto, along with enhanced investing data and educational features
Introduced experimentation practices that drove key conversion metrics for onboarding, retention, and monetization
Invested heavily in design systems and scalable approaches to problem solving and collaboration, ensuring fast and consistent delivery across mobile and web platforms
sofi inc - Fintech / consumer Lending
Led Product Design for SoFi’s consumer lending and partnership businesses - driving design to support a product ecosystem delivering over $500m+ in annual revenue.
Highlights
Expanded the team from 3 to 12 designers to cover 7 different lines of business, collectively responsible for nearly 90% of SoFi’s total revenue
Helped shape the rebuild and relaunch of SoFi’s Home Loans product, the initial launch of Private Student Loans, the launch of SoFi’s partner marketplace, Lantern, and the expansion of SoFi’s b2b offering, SoFi at Work
Partnered to build a culture of experimentation across our lending teams, driving conversion through optimizations and A/B testing
Initiated the end-to-end redesign of legacy loan application experiences - modernizing, simplifying, and creating a new baseline for continued iteration and experimentation
Picnichealth - Health-tech / AI
Fractional Design Leader overseeing the design team and growth activities for a health-tech service leveraging health histories and patient-level data to provide insights to customers and partners.
Highlights
Led a small in-house team of product designers working on the core experience and an external team of 4 (PM, designer, researcher, marketing designer) on growth activities
Refined the team operating model by re-aligning areas of focus and increasing cross-functional collaboration
Leveraged qualitative and quantitative insights to guide refocusing of the patient experience and unique value prop
Supported growth by leading a series of efforts uncovering opportunities to increase adoption by better aligning messaging and offerings to the needs of patients
ARCHIVE>
>>> Summaries of other in-house roles that I’ve held, the impact I’ve made, and the lessons I’ve learned
As the first in-house designer at SLH, I partnered to build our product design and innovation practices, along with shipping optimizations and feature work. View
Student LOAN HERO - affiliate marketplacE
HOTWIRE (Expedia INC) - E-Commerce / Online travel agency
I was an embedded designer on Hotwire’s Labs team of researchers, helping to lead innovation and service design, uncovering new opportunities to drive conversation and retention. View
As the Seed-stage startup’s 2nd hire and lead designer, I worked to ship an entire b2b2c mobile-payments ecosystem - and even designed marketing assets, hoodies, and a beer pong table! View