My Role
I led product design and strategy for content discovery at Crunchyroll with a focus on personalization and customization with a high degree of autonomy. I also worked on the web client team and was instrumental in rebuilding and deeping Crunchyroll’s interactive design systems—modernizing infrastructure and accelerating cross-team workflows.
With a background designing discovery-driven experiences across the entertainment, food-tech, and wellness spaces, I drove personalization at Crunchyroll to help users find their next favorite anime series—boosting engagement and retention while reducing churn across web, mobile, and living room devices. I crafted my own user research, connecting with fans through surveys, interviews, interactive prototypes, and extensive A/B testing.
Key Projects:
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.
