How do you move Facebook and Instagram users into Horizon, and make them stay?

Lead pathfinder on unlockables (80% of all bridged users); rapid IDIs on rewards pointed the team to Non-Avatar Stickers.

+10% monthly active users on Horizon Mobile; mobile MAU doubled over a critical three month window.

Meta needed to know how people want to create with AI, and where human control matters.

Foundational mixed-method research; published Meta's first strategic papers on AI co-creation for text and game generation.

Cleared the concept gate into production and became the blueprint design and engineering built against.

Qualitative synthesis was slow, manual, and different on every team.

Spearheaded Meta's AI-native research initiative: a multi-agent workflow embedded straight into UX infrastructure.

73% of research teams adopted it, automating qualitative synthesis at scale.

Testing sticker designs meant slow back and forth, with no quick way for Art and Design to gauge new concepts for Horizon Worlds.

Designed and shipped in a 24 hour internal hackathon: an AI tool that generates sticker concepts and pressure tests them against three synthetic player archetypes, previewed in a realistic Instagram DM.

Early stage sticker validation without design resources or participant recruitment, giving teams fast directional signal before committing to production.

LEGO loses kids at 9 to 11. What would digital and physical play together need to win them back?

Led Phase 1 research into the drop-off audience. Mapped five play needs (Mastery, Collectables, Nurture, Customisation, Belonging) and tested three prototypes against them.

All three prototypes hit desirability. The play-loop limits we exposed set the brief for Project Brazil.

Could a game system live inside the brick itself?

Lead Experience Designer for Phase 2, the first integration of a game system into a physical product, built on the play spaces of Challenge and Connecting.

Four high potential play needs became two core play spaces and six core moments of insight that validated the concept.

You can't ask a 7 year old to think aloud. Observing play without interrupting it needed a new kind of room.

Commissioned the architectural design, advised construction and designed the technology setup for motion-first observations (Opti-Track).

The world's first motion-capture facility for children, turning physical play into product data.

Observation tells you what kids do, not what draws their eyes.

Early access partnership with Meta's Project Aria to create LEGO's first proprietary heat map technology.

A sharper qualitative instrument for observing how children experience play.