Building Out a Richer Feature Set

The Buddies app was in a solid spot with 45,000 Daily Active Users with many actively using the social Connect feature and redeeming Rewards. My goal was to double that user count within the first year by delivering intuitive, engaging, and interactive features to the app.

User Testing, Research, & Feedback

When I took on the role, there was a Data and Technology team in place to capture helpful statistics on user interactions and retention. However, the collaboration between this team and the design folks was minimal. I also pushed for a Digital Testing & Optimization role to help me release feature flagged items within the app to learn from our users and implore the data-driven design model I was striving for. I also worked closely with the customer support team to review viable concerns from our real customers on pain points and hinderances they were experiencing with the existing mobile app.

Collaboration Breeds Innovation

One of the most rewarding aspects of my role was the close collaboration I had with our product managers. I genuinely enjoy working alongside product teams—brainstorming features, aligning on user needs, and helping shape the roadmap through a design lens. Our collaboration was built on mutual trust and a shared commitment to creating meaningful experiences for our users. From early ideation sessions to feature prioritization and testing strategies, we worked hand-in-hand to ensure every design decision supported both user satisfaction and business goals.

Leveraging data given to us from the Performance and Optimization team, we would work hand-in-hand to develop new helpful features within the app that both delighted users and meet business needs and objectives to ultimately retain and engage a new user base.

I’ve always found that great design thrives when it’s rooted in strategic partnership. Working with product managers allowed me to better understand the "why" behind features and uncover opportunities where design could elevate the experience or solve a deeper problem. Whether we were refining MVP requirements or iterating post-launch, I approached each conversation as a creative problem-solver who could bring both empathy for the user and clarity to the product vision. These collaborations not only strengthened the outcome of our work but also made the entire process more fulfilling.

Multiple agile ceremonies that included Kickoffs, Estimations, and Refinements, along with frequent collabs allowed us to iterate and perfect the designs before handoffs to the front and back-end teams. This would ultimately provide our Pet Parents with intuitive and helpful features that they desperately desired.

My Leadership Role

My team consisted of a junior UX designer, a UX copywriter, and an illustrator/animator. I was also in charge of providing guidance to a web designer for the BLUE Buffalo website.

I held weekly meetings with the team to give updates, share work, give guidance and often just build camaraderie. It was extremely important to me to ensure my team’s concerns were being heard and that they could operate in a fun and fulfilling environment and workspace.

My management style centered on mentorship, open communication, and continuous feedback. I held regular design critiques, one-on-one check-ins, and team workshops to encourage knowledge-sharing and push our work forward collectively. I also partnered closely with product and engineering leads to ensure our design team was integrated into cross-functional planning from the start.

Seeing my team evolve, take creative risks, and confidently own features from concept to launch was one of the most rewarding parts of my role. My goal was always to balance creative vision with practical execution, helping each team member do their best work while aligning with the broader goals of the Buddies app and the Blue Buffalo brand.