SHARING & COLLABORATION

As the Adoption & Growth Design Lead, I led Asana’s enterprise-readiness and product-led growth strategy focused on sharing and collaboration. I spearheaded the foundational redesign of how work is shared, accessed, and scaled across the product — rethinking the end-to-end lifecycle for sharers and recipients. This marked a strategic shift for Asana, anchoring collaboration in contextual, intuitive moments that drove adoption and growth within large-scale enterprises.

1

Re-envisioning the sharing experience across Asana

Established a consistent, enterprise-ready foundation for sharing, unlocking a more intuitive, secure, and scalable collaboration model that elevated both user trust and organizational adoption.

2

Improving the invite recipient's experience

Rethought  the end-to-end experience for for how new and existing users receive, perceive, and respond to invites, and how they onboard and discover work.

3

Unlocking new invite &
collaboration opportunities

Led discovery and design for new invite and collaboration opportunities to drive organic growth through secure, and scalable systems, and revisitation metrics through contextual triggers for user interaction.

4

Reducing friction to access private work

Audited, discovered the product opportunity, and created the end-to-end framework for access request & response patterns and flows for collaboration and growth through safe access to private work.

MOBILE ADOPTION

The mobile app is considered a pathway to web adoption and paid account creation in the Enterprise SaaS world. I juggled my primary role with simultaneously playing the design lead role for mobile adoption initiatives within the  Adoption org to design experiences that leverage opportunities for Mobile to Web conversion and revisitation. This initiative was successful enough for Asana to create a net new team for adoption within the Mobile division.

1

Mobile Home redesign vision

Led the Asana Mobile Design Vision alongside two designers, facilitating a high-impact design sprint to define novel use cases and explore personalized, interaction-first patterns for a more focused mobile landing experience.

2

Relaying value prop through app NUX walkthrough

Crafted an engaging app NUX walkthrough to relay Asana’s value prop, while defining a new visual and motion language that showcased multi-layered capabilities and evolved into core patterns within Asana’s product and brand design system.

3

Asana Value Prop Visual Design Refresh

Brought Asana’s new visual language to our most critical first-touchpoint for mobile—the App Store—redesigning the experience to clearly convey our multi-layered value prop,
and stand out in a crowded competitive landscape to drive new user signups.

And several other initiatives, including the app notifications framework, app onboarding flows, mobile empty states, and LLM-powered suggested replies.