ONE PAGER PROJECTS

Hypothesis

Surfacing real-time product signals on tiles improves click quality and conversion, making the migration monetization-positive.

Problem / Insight

Product tiles were bare, nothing signalled which products were worth tapping, so every tile looked equally uncompelling and conversion lagged. At the same time, the FB instant experiences migration needed a value-add lever to justify it.

Solution

Real-time signals like Bestseller, Selling fast and Only a few left add social proof and urgency without redesigning the tile. Lightweight metadata, big behavioural nudge.

Role

Looked at ARTS end to end and mapped them, working with a content designer to inventory every signal that already existed. Grouped them into a strategy around the hypothesis we landed on, introduced secondary ARTS and paired them with the primary ones, and worked out placement for each.

Then wrote the principles: when and how a signal shows, and which pairings are allowed.

Problem / Insight

Germany employees were excluded from Meta's central AI usage tracker, on privacy and works-council constraints.

Solution

Built a full-stack app with privacy controls, and drove works-council approval plus DVA to open it team-wide, with no engineering support.

Hypothesis

Creator-led discovery differentiates Shops from competitors.

Problem / Insight

Storefront was converting intent-driven buyers well but had no differentiating big bet, nothing that made a Shop feel distinct from any other product grid.

Solution

Buyers trust people, not catalogs. Creator-led curation is what makes social shopping work elsewhere, and it was the one lever Shops wasn't pulling.

Designed a surface where creators curate shoppable collections, social content sits alongside products, and discovery becomes a browse-first, personality-driven experience rather than a search.

Hypothesis

Blending UGC into an immersive discovery surface builds trust and moves low-intent users from browsing to buying, where search alone does not reach them.

Problem / Insight

Our surfaces primarily served buyers who already knew the brand and what they wanted. We saw an opportunity to create a low-effort browsing experience that could build trust and engage users earlier in their journey.

Solution

An immersive discovery experience within Shops, blending UGC and SGC across mixed media formats, images and video, into a browse-first surface.

Hypothesis

Faster, smarter product discovery inside Shops lifts ROAS.

Problem / Insight

Buyers couldn't find products fast enough inside Shops, and weak discovery was capping ROAS.

Solution

Designed search entry in the Shops nav, LLM-powered typeahead (query cache, bold autocomplete, relevance filtering), and a landing page with quick filters and suggestions.

Hypothesis

Exposing buried promos where buyers already browse lifts undiscounted ROAS.

Problem / Insight

Promotions were buried and under-discovered, leaving undiscounted ROAS on the table.

Solution

Placed seller-funded incentives on Storefront and Collections, promos in the full-bleed header, a dedicated offers collection page, and offers in the visual and quick nav.

Hypothesis

Stronger, better-ranked category discovery lifts conversion.

Problem / Insight

Category discovery was weak, limiting how buyers found relevant products.

Solution

We synced each seller’s existing Shopify categories, the same ones already used on their website, so their navigation carried over automatically and matched their site one-to-one. Sellers didn’t need to do any manual setup.

We introduced a visual navigation experience on storefront and subcategories within collections, to help buyers continue narrowing their journey down the funnel.