I’m Dassi, a product & UX design leader who turns the messy into magic 🪄
I lead design teams to cut through complexity and ship innovative, modern product experiences that solve real customer problems at scale.
Leadership approach
Great design begins with empathy, scales through systems, and works best when people are empowered to think critically and act courageously with a shared vision and way of working.
Build high-performing teams
I hire great people, then create systems and support for them to do their best work.
Hiring & coaching frameworks
Org design & team allocations
Career development pathways
Cultivate creative collaboration
I lead with curiosity, reinforce team connection and make work visible through feedback and “show, not tell” artifacts.
Design feedback & critiques
Product design showcases
Offsites & values workshops
Establish vision, strategy & goals
I partner with stakeholders to get to root cause, use data to reduce decision risk, and maintain alignment with OKRs.
Strategy presentations
Quarterly & annual OKRs
Design & research roadmaps
Selected case studies
Scaled UX quality & Platform Design; shaved 20% off dev time
Challenge: Teams worked in silos—designs were inconsistent, and guidelines were missing.
My role: Led strategy around UX quality initiative, aligned leadership around importance of quality, formed Platform Design Team, ensured operational processes.
Results: Teams stopped creating special snowflakes and created cohesive designs across the platform, including the control panel, all of our domains, mobile and developer experience.
~30 products/features adopted new patterns
700+ UX tickets logged, 290+ resolved
20% boost in developer efficiency
2,500+ downloads of patterns/components on Figma
Improved admin panel experience for 120k merchants; reduced support tickets 26%
Challenge: A critical daily tool for 100k+ merchants had no clear ownership or roadmap.
My role: Advocated for the redesign, built the team, and led a user-centered approach end-to-end.
Impact: This was a core part of the platform that went from antiquated to modern, with improved information architecture that elevated B2B functionality to top level navigation.
94% customer opt-in
26% reduction in navigation support tickets
Improved experience for 120k merchants
Contributed to BigCommerce’s first ISO 9001 certification
Driving product design innovation; building AI into product experience
Challenge: Teams were stuck in delivery mode, with no shared long-term product vision.
My role: Designed and led a hybrid design summit to unlock bold thinking and align teams around a north star.
Results:
Aligned teams on future product direction
Generated design-led vision concepts
Influenced roadmap initiatives including User Permissions, B2B Quotes, AI Copywriter, and Catalyst
Onboarding redesign resulted in 90% conversion
Challenge: confusing, outdated site and forced downloads created major friction in getting started.
My role: Led the end-to-end redesign, aligning design and engineering to remove barriers to book creation.
Results:
Rebuilt the site and onboarding with a modern UI
Simplified Help Center and removed thousands of legacy pages
Increased conversion to book creation by 90%
Core experience remains in use today
UX research influenced strategy; drove a rearchitected product strategy
Challenge: High SMB churn and unclear enterprise needs were limiting growth, impacting decision-making.
My role: Led a multi-part research program that:
1. revealed root causes of SMB churn to senior and executive leaders
2. clarified enterprise customer expectations, presented to executive leadership
Results: Informed product strategy in addressing problem areas, directly shaping the “Brilliant Basics” strategy and guiding roadmap decisions including prioritization of onboarding. Research findings played a strategic role in shaping product direction.
End to end multi-currency & multi-storefront; unlocked $600m GMV
Challenge: BigCommerce lacked the multi-currency and multi-storefront capabilities needed for merchants to compete and expand globally.
My role: 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.
Results: Updates to the experience enabled sales to grow in Europe and international markets, unlocking revenue stream of $600m GMV from international sales.
Testimonials
“Dassi doesn't just hire great people, she also fosters an environment and processes that enable them to produce some of the best work of their careers.”
— Derrek Pearson, Director of Product Management, BigCommerce
“Dassi kept the focus on value: what each feature would add to the user experience, how our processes could reduce UX debt, and what research was needed to meet the needs of a wide range of customers.”
— David Linke, Sr Manager Product Design, BigCommerce
“Dassi’s focus on customer satisfaction is truly outstanding… this data-driven approach, coupled with her collaborative spirit, was instrumental in elevating the overall quality and usability of our product.”
— Susan Philips, Sr Director, Cybersecurity, BigCommerce