Work
How I led the work: product strategy, gamification, motion, and research at FanDuel.
Selected case studies
Each story explores a different challenge, the choices I helped shape, and what changed.
Concept work · Welcome Week and Rewards Club
Product strategy · Customer value
Connecting rewards, promotions, and loyalty into a journey customers could understand. Four design decisions, their tradeoffs, and the results measured alongside the work.
Concept work · Casino Challenges
Gamification · Product vision
Connecting loyalty, reward moments, and progression through a shared product vision and capability roadmap.
Design craft · Capability building
Turning a Reward Box pilot into a repeatable motion capability through technical exploration, sponsorship, and shared expertise.
Research · Product decisions
Using customer evidence to prioritize reward clarity before deeper engagement mechanics—and turn research into roadmap decisions.
More work on product coherence, commercial outcomes, and discovery.
Commercial Product Leadership
Led design across a portfolio of casino growth initiatives, using initiative-level results to guide decisions about reward formats, operator efficiency, support load, infrastructure, and market execution.
Product Coherence
A product-coherence story about using customer questions and shared decision criteria to connect navigation, merchandising, rewards, progress, and return paths as the product matured.
Discovery and Product Strategy
Led a 6+ week design workstream with 3 product designers, 2 researchers, and 1 content designer, moving from player evidence through concept testing with 10 customers and into a sequenced roadmap.
For how I develop people, managers, and teams, explore my leadership approach →
Earlier work · Financial services
An in-plan Roth conversion required customers to understand a consequential financial decision and complete a confusing paper process. As Product Design Manager, I led discovery, design, and usability testing for a digital education and self-service experience.
Pair guidance with the conversion form, so the experience addressed both understanding the process and completing it.
A short delivery window and a new design system put pressure on testing. I adapted the process and worked through component review while the team prepared the MVP.
The team addressed major usability issues before launch and added new components to the design system. The lesson was to plan validation alongside component approval, rather than leave it until the end.
A summary of an earlier portfolio project. Quantified business results are not included.
See my full career history →
