Currently a product designer at WP Engine. Based in Nevada, designing user-centered experiences that empower customers.
Work
WP Engine
Reducing support load with smarter downgrade flows
Lead designer
13-person team, 8+ stakeholders
Nov 2024 – Feb 2025
Overview
This project focused on enabling customers to downgrade their hosting plans independently, without needing to contact support. By identifying technical constraints around entitlements and designing around future checkout enhancements, we created a scalable self-service flow that benefits both users and internal teams.
Key outcomes
- Reduced support workload – The new flow is expected to save over 225 hours every month by eliminating manual downgrade requests, freeing up support and business teams.
- Faster plan adjustments – Customers can now downgrade plans in minutes without waiting on ticket processing or back-and-forth communication.
- Improved user autonomy and satisfaction – Giving customers more control over their plan changes builds trust and aligns with modern expectations for on-demand service.
- Foundation for future enhancements – The downgrade flow was built with upcoming checkout improvements in mind, supporting long-term goals around license and resource management.
- Smarter downgrade logic – Usage-based checks were integrated to prevent issues, while still allowing flexibility (e.g., overage fees) to reduce customer churn and friction.
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WP Engine
Optimizing the plans page to increase conversion
Lead designer
12-person team, 8+ stakeholders
Dec 2023 – Apr 2024
Overview
This body of work simplified plan modification decisions, resulting in a 49% retention rate, a 7.7% increase in upgrades, and 20% more add-on purchases.
Key outcomes
- Sustained traffic and engagement – 18.3k unique visitors demonstrated consistent user interest and strong retention across sessions.
- Increased plan upgrades – 7.7% of users (1.4k) upgraded their plans, signaling clearer understanding of the benefits offered by higher tiers.
- Expanded product adoption – 20% of customers purchased additional licenses and resources, showing improved awareness of their current assets and available add-ons.
- Strategic foundation for future flows – As a core page within the user portal, this experience not only drives upgrades but sets the groundwork for future enhancements like downgrades and product discovery.
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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 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.
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Testimonials
“She has taught me so much about her process and has helped me understand different frameworks and approaches to tackling design problems. Her willingness to share insight on her process has helped me approach my work in new and different ways.”
Hayley
Sr. Product Designer
“Robin always takes the time to deeply
understand each scenario, collaborate with stakeholders and engineering, and adjust the UI to reflect the most accurate and
helpful information for users. Her thoughtful updates have improved clarity for our end users and have also made it easier for
internal teams to troubleshoot billing-related questions. Her attention to detail and dedication to getting it right is truly noticed
and valued on the team!”
Larissa
Product Designer
“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