B2B Wholesale Marketplace
I joined LeafLink at the Series C stage during rapid growth, operating within a pod-based product model across multiple verticals of a complex B2B wholesale marketplace. As a Senior Product Designer, I led design and research across three pods: payments, internal servicing tools, and payment program onboarding.
My work spanned improving invoicing experiences, education around new payment options, and operational tooling for internal teams supporting financial workflows. A key initiative involved transforming a multi-week, offline payments onboarding process into a fully self-serve online experience. This unlocked scale while reducing operational friction and enabled hundreds of new accounts to activate monthly rather than quarterly.
As the payments platform matured, deeper alignment with the core marketplace platform became critical, leading to extensive cross-functional collaboration, workshops, and shared problem-solving across product, engineering, and data teams. Embedded within a highly collaborative design org, I contributed to a strong culture of critique, iteration, and systems-level thinking while helping evolve a mission-critical part of the business.
Product Design, Research, Design Systems, Cross-Functional Collaboration
Product Design, Research, Design Systems, Cross-Functional Collaboration
Redesigned payments marketing page designed in collaboration with Marketing and Brand. The update introduces a clearer hero message, supporting iconography, and a two-tone background to improve clarity, hierarchy, and conversion.
“Step 0” informed by user research to set expectations before onboarding begins. By clearly outlining what’s required upfront, it reduces friction, builds confidence, and addresses a common source of drop-off identified in the previous experience.
New onboarding process that transforms a long, intimidating form into a guided, multi-step flow. Information is grouped into logical sections to reduce cognitive load and help users move through the process with confidence.
Custom built guided product walkthrough inspired by tools like Appcues, built after evaluating multiple third-party solutions. Research and role complexity drove the decision, enabling dynamic, role-based experiences that off-the-shelf tools couldn’t support.
Knowledge Center created in response to post-onboarding research showing repeated questions and support bottlenecks. By centralizing FAQs and product guidance, it empowers users to find answers quickly while reducing reliance on Account Executives and internal teams.
