Growth without starting over

Most growth problems aren't about getting more people in the door. They're about what happens after. On Adobe Express's PLG team, I designed the experiences that bridge first use and lasting engagement — running experiments end-to-end across acquisition, engagement, and retention, from funnel diagnosis through rollout.

The three case studies below span the full arc of that work: redesigning the highest-traffic acquisition funnel on the platform, expanding what users do after they export, and rethinking how users get their assets into Express.