Currently a product designer at WP Engine. Based in Nevada, designing user-centered billing experiences that empower customers.
Work
Food Oasis LA
Mobile Web App Optimization
Researcher and Designer
4-person team
May 2021 – July 2021
Overview
Food Oasis is a non-profit that maintains an updated database of meal and pantry locations within California. This project aimed to enhance the user experience of the mobile web app by improving usability and efficiency in locating resources through user-centered design and direct user feedback.
Key outcomes
- Expanded Reach: The platform’s successful expansion to Northern California increased its user base and resource access in the region.
- Public Recognition: The platform gained recognition from the Department of Public Health, highlighting its social impact and contribution to community well-being
- Improved User Engagement: The platform saw a significant increase in user interactions due to the addition of real-time updates and more relevant resource details.
- Enhanced Navigation: Streamlined navigation and search features improved the user experience, making it easier to access food and shelter resources.
- Increased Task Success: Users were able to find the resources they needed more efficiently, reducing the stress and time spent searching.
ShoppingGives
Redesigning how businesses increase their social impact and brand loyalty with their customers
Lead Designer
5-person core team
Feb 2021 – Jul 2021
Overview
A donation processing company enables merchants to support meaningful causes at checkout. I led a redesign of the onboarding flow, increasing merchant activation rates by 20%.
Key outcomes
- Increased activation rates – The number of active merchants grew by 25% (from ~2,200 to ~2,800 active merchants) quarter over quarter.
- Higher monthly installs – Monthly installs increased by 20%, adding ~70 more installs per month.
- Reduced day-one uninstalls – The number of users uninstalling the app on the same day dropped from 5% to 2%, reducing churn.
- Improved onboarding experience – Progressive disclosure, visual indicators, and reorganized UI elements reduced friction in the setup process.
- Better user sentiment and engagement – Usability testing revealed 92% favorable sentiment, indicating strong product-market fit once users successfully activated the app.
Password required
WP Engine
Redesigning the Plans Page to Facilitate Self-serve Upgrades
Lead Designer
10-person team, 10+ stakeholders
October 2023 – April 2024
Overview
This project highlights how we identified early technical limitations around plan recommendations and how the team uncovered new opportunities to drive higher conversion rates.
Key outcomes
- Higher Plan Upgrades – 7.7% of visitors upgraded their plans after interacting with the redesigned page, increasing customer retention.
- Increased Add-On Purchases – 20% of users purchased additional resources, driving incremental revenue.
- Strong Engagement Post-Launch – 18.3k unique visitors explored the updated plans page within the first month, signaling high user interest.
- Improved Plan Discoverability & Decision-Making – Surfacing key plan details and usage insights helped users make more informed upgrade decisions.
- Revenue & Retention Impact – The redesign streamlined navigation, making it easier for users to modify their plans without friction, leading to meaningful upgrades and add-ons.
WP Engine
Making premium upgrades easy for customers who need more power and control
Lead product designer
10-person team, 10+ stakeholders
2023 -> 2024
Overview
Enabling customers to seamlessly upgrade to premium with a self-serve flow that guides them through plan selection, migration, and contract terms—without sales intervention.
Key outcomes
- Since launching in April 2024 – Jan 2025, 11% of all Premium upgrades were self-serve
- 206.5 hours saved by internal teams, reducing reliance on sales and support for plan upgrades
- 1 in 10 customers upgrade independently without sales intervention
- Nearly 9 out of 10 upgrades are still sales-assisted, highlighting room for further self-serve adoption
- Increased autonomy for customers, fostering trust and reducing churn
Testimonials
“Robin was agile, collaborative, communicative and understanding of the technical restraints that was often imposed on her work. I especially appreciated her attention to detail and dedication to professionalism, which elevated our entire project to another level.”
Hanmin
CEO and Founder
“Robin is one of the most resilient designers I have ever had the privilege of working with. Her domain (specifically around Plans) is a very nuanced, technically challenging area, where criteria and decisions are ever-changing and she sticks with it all with a positive attitude.”
Erin
Sr. Product Manager
“Robin’s design work is exceptional, blending creativity with a keen understanding of user experience. I could always count on her for valuable insights on my work. As a mentor, Robin was instrumental in my professional development.”
Lou
Mentee
“The thing that stood out to me the most while working together was her ability to distill dense and confusing user research and documentation into digestible and easily understandable talking points with our stakeholders. She was excellent in making sure everyone was involved with the project.”
Dee
Sr. Product Designer