I was the lead designer on the Merchant team, focused on improving how new business partners onboard with Affirm. Our goal was to streamline the signup and setup experience while driving measurable growth through improved funnel conversion. I partnered closely with product, engineering, and research to shift the team's approach from scattered experiments to a cohesive onboarding strategy. This realignment reduced design overhead by around 50%, while unlocking clearer product priorities and a stronger long-term vision.
As part of this effort, I co-led large cross-functional workshops with research, bringing together stakeholders across product, design, eng, and go-to-market to align on key merchant pain points and strategic opportunities. I helped define which parts of the experience to prioritize, framed work to scale across a variety of merchant types, and led design for improvements across the core signup and integration flow.