Beans

Joining early

I joined at an early stage as the first product designer, in a market already crowded with Yotpo, Smile.io and LoyaltyLion.

Expanding

I helped grow it from a Shopify loyalty plugin into a platform: referrals, notification widgets, social login, automated emails, smart popups. The aim was one place a merchant could run retention from.

Then cutting back

It was becoming a jack of all trades and drifting from what made it good in the first place, which was simplicity. I argued for shutting features down and rebuilt the key flows around being genuinely simple rather than nominally complete.

Scaling and leading

Later the work turned to enterprise customers, holding on to that simplicity while building for higher-ticket accounts. I led two junior designers and built the onboarding that brought them up to speed.