UX & product leader

Connector of ideas, teams, and impact.

I translate insights into scalable solutions that align with business goals, helping teams create inclusive products and services that solve real user needs.

Work

UX Strategy

Fixing print for millions at Staples

I led the UX strategy for Staples print services, driving growth through evidence-based design and cross-functional collaboration that resulted in multiple product portfolios. I owned end-to-end journeys, managed a team of six designers, designed scalable systems and workflows, and prioritized accessibility to drive measurable improvements in revenue, customer satisfaction, and store operational efficiency.

+200%

revenue growth over four years

$5M

annual impact in 2025 with design builder conversion increase

$10M

annual impact in 2025 with 7% increase in conversion of product pages

View case study

Design execution

Designing to align expectations with reality

I led a transformative redesign of Staples Print Services’ top-of-funnel experiences—including category and product pages, and design builder—to bridge the gap between in-store and online Net Promoter Scores (NPS). The update improved clarity, guided users seamlessly through the process, and reduced friction.

7%

increase in conversion rate of category & product pages

4%

increase in Average Order Value of category pages

8%

increase in conversion rate of Upload your own design builder

View case study

Operational Design

Fixing operational workflows to unlock the end-user experience

I spent nine years designing internal tools for Staples store associates to match how work actually happens. That foundation unlocked the customer experience features that depended on it. When notifications kept misfiring, I traced it to a workflow gap, and fixed it there first.

80%

of accuracy improvement of stores’ order status updates

95%

increase in Average Order Value of category pages

Features

SMS notifications and Order tracker

View case study

Experience

Recommendations

Irene Ahn

Product Designer, reported to Daniela

Daniela leads the product design team with a strong sense of balancing strategy, empathy, and clear communication to move projects forward effectively. She handles challenging situations with clarity and always guiding the team toward thoughtful solutions.

Any team would be lucky to have her leadership and vision for both people and products.

Carson Wong

VP of Product, managed Daniela

Daniela elevated our design practice by establishing structured processes that improved cross-functional collaboration, design consistency, and operational efficiency. She implemented a thoughtful design methodology grounded in research, iteration, and validation, ensuring every decision was aligned with both user needs and business objectives.

Francesca Beckheling

Lead Developer, worked with Daniela

She consistently championed user experience while also showing understanding of technical constraints—finding balance between UX and implementation.

Daniela was especially proactive in improving Figma workflows to better support the developer experience, making handoffs smoother and more efficient.

UX & product leader

Connector of ideas, teams, and impact.

I translate insights into scalable solutions that align with business goals, helping teams create inclusive products and services that solve real user needs.

Work

UX Strategy

Fixing print for millions at Staples

I led the UX strategy for Staples print services, driving growth through evidence-based design and cross-functional collaboration that resulted in multiple product portfolios. I owned end-to-end journeys, managed a team of six designers, designed scalable systems and workflows, and prioritized accessibility to drive measurable improvements in revenue, customer satisfaction, and store operational efficiency.

+200%

revenue growth over four years

$5M

annual impact in 2025 with design builder conversion increase

$10M

annual impact in 2025 with 7% increase in conversion of product pages

View case study

Design execution

Designing to align expectations with reality

I led a transformative redesign of Staples Print Services’ top-of-funnel experiences—including category and product pages, and design builder—to bridge the gap between in-store and online Net Promoter Scores (NPS). The update improved clarity, guided users seamlessly through the process, and reduced friction.

7%

increase in conversion rate of category & product pages

4%

increase in category pages' AOV

8%

increase in conversion rate of Upload your own design builder

View case study

Experience

Recommendations

Irene Ahn

Product Designer, reported to Daniela

Daniela leads the product design team with a strong sense of balancing strategy, empathy, and clear communication to move projects forward effectively. She handles challenging situations with clarity and always guiding the team toward thoughtful solutions.

Any team would be lucky to have her leadership and vision for both people and products.

Carson Wong

VP of Product, managed Daniela

Daniela elevated our design practice by establishing structured processes that improved cross-functional collaboration, design consistency, and operational efficiency. She implemented a thoughtful design methodology grounded in research, iteration, and validation, ensuring every decision was aligned with both user needs and business objectives.

Francesca Beckheling

Lead Developer, worked with Daniela

She consistently championed user experience while also showing understanding of technical constraints—finding balance between UX and implementation.

Daniela was especially proactive in improving Figma workflows to better support the developer experience, making handoffs smoother and more efficient.

UX & product leader

Connector of ideas, teams, and impact.

I translate insights into scalable solutions that align with business goals, helping teams create inclusive products and services that solve real user needs.

Work

UX Strategy

Fixing print for millions at Staples

I led the UX strategy for Staples print services, driving growth through evidence-based design and cross-functional collaboration that resulted in multiple product portfolios. I owned end-to-end journeys, managed a team of six designers, designed scalable systems and workflows, and prioritized accessibility to drive measurable improvements in revenue, customer satisfaction, and store operational efficiency.

+200%

revenue growth over four years

$5M

annual impact in 2025 with design builder conversion increase

$10M

annual impact in 2025 with 7% increase in conversion of product pages

View case study

Design execution

Designing to align expectations with reality

I led a transformative redesign of Staples Print Services’ top-of-funnel experiences—including category and product pages, and design builder—to bridge the gap between in-store and online Net Promoter Scores (NPS). The update improved clarity, guided users seamlessly through the process, and reduced friction.

7%

increase in conversion rate of category & product pages

4%

increase in category pages' AOV

8%

increase in conversion rate of Upload your own design builder

View case study

Operational Design

Fixing operational workflows to unlock the end-user experience

I spent nine years designing internal tools for Staples store associates to match how work actually happens. That foundation unlocked the customer experience features that depended on it. When notifications kept misfiring, I traced it to a workflow gap, and fixed it there first.

+80%

of accuracy improvement of stores’ order status updates

95%

decrease of customer calls to stores asking for order updates

Features

SMS notifications and Order tracker

View case study

Experience

Recommendations

Irene Ahn

Product Designer, reported to Daniela

Daniela leads the product design team with a strong sense of balancing strategy, empathy, and clear communication to move projects forward effectively. She handles challenging situations with clarity and always guiding the team toward thoughtful solutions.

Any team would be lucky to have her leadership and vision for both people and products.

Carson Wong

VP of Product, managed Daniela

Daniela elevated our design practice by establishing structured processes that improved cross-functional collaboration, design consistency, and operational efficiency. She implemented a thoughtful design methodology grounded in research, iteration, and validation, ensuring every decision was aligned with both user needs and business objectives.

Francesca Beckheling

Lead Developer, worked with Daniela

She consistently championed user experience while also showing understanding of technical constraints—finding balance between UX and implementation.

Daniela was especially proactive in improving Figma workflows to better support the developer experience, making handoffs smoother and more efficient.