Redesigned desktop checkout components to remove duplicated plan decisions, creating a seamless signup experience — contributing to +6.4% signup-to-paid conversion (US).

Led UX research and redesigned scalable pricing components to support expansion from 4 to 6+ plans across global markets — contributing to +5.75% conversion uplift (AU).

Contributed to and maintained Xero’s website design system across 12 markets, delivering reusable components such as a countdown timer that drove +14% sign-up uplift (US/UK).

Co-designed Xero’s first guided plan recommendation tool in a global hackathon — 97% completion and 93% recommended plan adoption in the UK, later rolled out to 12 markets and adopted into in-product.