Jasmine is a human-first product designer in Nashville.

She is a Webby Award-winning product designer who loves big, meaty, complex problems. Her strengths are zero-one projects— from research, strategy, concept development to end-to-end execution.

Airbnb.org

Lead Product Designer

Building systems to scale the technology of Airbnb to provide free, emergency housing for displaced people during large-scale crises.

Twitter

Senior Product Designer

Reframing a narrow, power-user-only request into a platform-wide personalization initiative — leveraging a critical gap in the behavioral signals needed to tailor feeds.

Problem

During the COVID-19 pandemic, we saw the greatest influx of users in Twitter history, but many of them struggled to find content that really mattered to them, which was a problem for both users and the business, because the majority of new users were churning after week one.

The initial problem was an ask for a specific feature request, but after listening to users first hand, there was a bigger opportunity.

Solution

Capture the missing signal. Partnering with the engineering team, it became clear we were missing critical information to train machine learning models to provide better personalization. The solution was to give users a way to actively influence their timeline.

I designed the strategy to build out a personalized always-on tuning experience that would evolve with users over time.

Design explorations

There were a lot of challenges and tradeoffs to consider before adding an additional affordance in an already complex Tweet anatomy. The solution needed to be clear and distinct from what users’ public-facing actions like retweeting or liking.

Designing engaging moments to capture valuable personalization signals.

I designed the strategy to build out a personalized always-on tuning experience tailored to the customer journey— from new to experienced users.

Customer journey: from new to power users

I designed the strategy to build out a personalized always-on tuning experience tailored to the customer journey— from new to experienced users.

The New York Time

Product Designer

Ushering a 150-year-old print tradition into the modern digital age

The New York Times had hit a milestone— we had reached 1 million digital subscribers and it wanted to translate its 150-year-old print tradition to a world-class digital reading experience that reflected the lives of its readers.

Research and Understanding

We knew we wanted to tell digital stories in useful forms that match the pattern and rhythm of readers’ lives, but what were readers’ lives like? We spent weeks doing ethnographic research learning about our subscribers, including diaries and in-home interview sessions.

Designing and iterating

Creating the framework, launching the backbone and testing our impact. Building an experience that worked on the backend for the newsroom and for the front end for the readers.