I was part of a small team that took this project from concept to release, leading the production of rapid prototypes and final deliverables. Part of the challenge was balancing new user needs against business objectives across multiple teams. We saw major improvements to app download rates and engagement, paving the way to additional projects focused on the post-subscription moment.

The commenting system needed to function as an extension of The New York Times’ community features. However, the team also needed to address distinct sub-brand differences across the Times’ portfolio and introduce new functionality. With careful coordination between stakeholders, I created a system that expanded Wirecutter’s visual language and balanced these priorities, drafting clear guidelines that would serve as a UX foundation.

PMG wanted to align its suite of marketing products beneath a single UI. In coordination with the UX team, I directed the project to establish a revised layout, component suite, and ruleset that highlighted the platform’s capabilities—and enable faster innovation.