At Crunchyroll I served as a Senior Product Designer leading cross-platform experiences that helped over 15 million users discover their next favorite anime series. As the Content Discovery lead, I owned product design and strategy with a strong degree of autonomy and ownership, collaborating with product, engineering, and curation teams to create personalized features across web, mobile, and living room platforms.
I also contributed to the Web Platform team, where I rebuilt and maintained our interactive design system to streamline workflows and elevate consistency across platforms. In both roles, I led end-to-end user research—crafting studies, prototypes, and interviews to more fully understand user needs and inform every stage of the design process.
At the core of my work was a focus on personalization, customization, and segmentation—shaping the way users engage with Crunchyroll’s content library. Some of my key initiatives include:
Navigation & Content Taxonomy
I reimagined Crunchyroll’s navigation and browse architecture to provide users with new discovery paths, integrating segmentation research to serve both first-time users and longtime fans, enabling more control and exploration beyond basic genres.Search Redesign
I crafted a more intuitive anticipatory search leveraging watch history and platform activity. This search was optimized for backend performance, enhanced transparency through more robust messaging, and resulted in more paths forward and fewer dead-ends for users, including additional entry points into games, store, and beyond.Personalized Onboarding
I designed and tested a data-driven onboarding flow that captured user preferences with minimal friction, balancing required input fields with smart branching paths based on experience to deliver tailored recommendations from day one—even with sparse data.Contextual End-Slate
I developed a smart recommendation system at the end of the user’s most recently-watched episode, then worked with a cross-platform design team to flesh out the system and bring it to life. This end-slate surfaces relevant content with transparent, theme-based reasoning—boosting both user trust and continued engagement.Design Systems
I led the effort to migrate Crunchyroll’s web design system from Sketch and Abstract to Figma, creating a modular interactive and atomic design system that was both robust and accessible to new designers. I also worked with other design leads to create a universal design system to unify and codify a more cohesive set of design standards.
