I’m Dassi, a product & UX design leader based in San Francisco.
I build teams to scale design excellence, driving measurable business and customer outcomes — while keeping empathy, curiosity and creativity at the center.
My philosophy
Great design begins with empathy, thrives on strategy and scales through trust.
I believe that a healthy design function is essential to building great products—setting a vision, navigating with research, supercharging with AI, and making the complex possible through simple defaults and elegant answers.
BigCommerce is a SaaS ecommerce platform that powers over 40,000 stores globally.
Selected projects & initiatives
Control panel redesign
Rebuilding the core admin experience for thousands of merchants
Challenge
The control panel was a daily pain point for 100,000+ merchants, but it had no ownership or roadmap priority.
My role
I fought to get this built—then helped stand up the team, and ensured a user-centered redesign from concept to launch.
Results:
Shipped a modern, intuitive control panel with:
94% customer opt-in at initial rollout
100% migration upon iteration and rollout
50% improvements to NPS and 26% reduction in navigation-related support tickets
Directly influenced award of BC’s first Quality ISO 9001 certification
Platform design & UX quality
Elevating design craft & UX quality at scale
Challenge
Persistent UX debt and inconsistent patterns undermined product quality.
My role
We needed shared foundations and clear ownership to scale quality across teams. I drove the UX cross-functional quality initiative and made the case to leadership to form the Platform Design Team to rebuild and maintain our design foundations.
Results
Logged 700+ and resolved 290+ UX debt tickets
Contributed to a 20% improvement in developer efficiency for common UI patterns
Pattern, style and component guides used by over 2,500 people on BigCommerce Figma community
Patterns subsequently used across ~30 released products and features
Contact me for password to case study
UX research as a strategic lever
Using research to identify churn reasons and shape product direction
High SMB churn and unclear enterprise needs were limiting growth.
Only foundational research could reveal the real drivers and inform long-term strategy.
Ran a multi-part research program that revealed root causes of SMB churn and clarified enterprise expectations, directly shaping the “Brilliant Basics” strategy and guiding roadmap decisions.
I led the team in the research development, elevating research as a strategic lever for product direction.
Design summits & north star vision work
Aligning teams through design-led vision and mentorship
Teams were stuck in delivery mode with little space to envision longer-term product futures or align around shared north-star direction.
Dedicated design-led vision work could align teams and spark future product innovation.
Ran global Design Summits and showcases that produced and gave visibility to north-star concepts later used in features like User Permissions, AI Copywriter, and Catalyst.
As Director of Product Design, I created the structure, facilitated the summits, and mentored designers to develop bold vision concepts that influenced the product roadmap.
Multi-currency & multi-storefront
Enabling merchants to grow globally through innovation
BigCommerce lacked the multi-currency and multi-storefront capabilities needed for merchants to compete and expand globally.
We needed both the right product capabilities and tight alignment across product, design, and engineering on a unified expansion strategy.
As an IC/Manager, I designed the end-to-end multi-currency experience and drove a multi-storefront alignment summit that helped establish the foundation for BigCommerce’s global commerce capabilities.
Blurb is a self-publishing platform that allows photo book makers and creative professionals to create, publish, sell and distribute books and magazines in both print and digital formats.
Onboarding redesign
Lowering the barriers to book creation
An outdated, confusing site and broken onboarding were hurting conversion to book creation.
Rebuilt the site with a modern UI, improved onboarding, refreshed Help Center content, and eliminated thousands of legacy pages.
As Director of UX, I led the redesign effort, drove vision and execution across design and engineering, and ensured the new experience lowered barriers to getting started.
