A creator-first network lives or dies on one thing: whether people come back tomorrow. The feed is where that habit is won or lost.

The same screen had to welcome a first-time poster and give a full-time creator the tools to run a business: short-form video, live audio, stories, messaging, payments, a storefront. Pile it all on and the surface collapses into noise; hide it and creators leave. And on a platform under real scrutiny, trust and safety weren't a feature, they were the reputation. My job was to make all of it feel like one calm daily habit, not a control panel.

I led the whole social surface end to end on web, iOS and Android. But with a 100+ engineer org building against my designs, the real deliverable was a shared design system precise enough that dozens of engineers could ship the feed, the creation tools and the safety affordances consistently, without me in the room.

The shipped product makes the powerful stuff feel optional and the everyday stuff effortless.

The feed as home base. One legible stream of posts, Stories, Bursts and live Lounges, no four interfaces to learn. Creation is always one tap away, never crowding the read.

Lightweight creation. Stories and Bursts for the in-between moments, the same tools a casual poster and a serious creator reach for at different intensities.

Safety woven in. Reporting, controls and identity cues live inside the flows people already use, present without being in the way.

A creator network is only as strong as the tools that pay creators and show them what's working. I designed Studio too, and built it hands-on with AI.

Studio gives creators their balance, payouts and a clear read on what's landing. I built it myself with AI, idea to working tool in days, proof I can design the system and ship the thing.

Money is the most sensitive thing a product can ask people to trust it with. One confusing moment and they never come back.

A non-custodial wallet hands people real control, their keys, their funds, settlement that can't be undone, and that power is exactly what makes it terrifying: seed phrases, gas, addresses, the fear of one wrong move. Most wallets answer that fear with more controls, which only makes the cliff edge feel closer. My job was to make self-custody, sending and settlement feel as ordinary as any banking app, for people who'd never touched a blockchain, without lying about what was happening underneath.

I led the entire wallet end to end on web, iOS and Android. Because a 100+ engineer org was building flows where a mislabeled button could cost someone real money, the shared design system had to be exact: every state, every confirmation, every edge case specified, so nothing was left to interpretation.

Moving value feels ordinary now, and it feels social, which for a non-custodial crypto wallet is the whole hard-won point.

Send to people, not addresses. Balance, assets and quick actions read at a glance, and you send to a name or a face on one legible flow, with the cryptography out of sight and the confirmation moment built to create confidence, not friction.

A social layer. Chat, a follower network, profiles and a money activity feed make payments a place you connect, not a cold utility you visit and leave.

Safe by default, fiat-ready. Recovery, confirmation and clear identity cues live inside the flows, and the model was designed so fiat could sit beside crypto in the same wallet, even though crypto settlement shipped first.

The act of making video had been split into pieces, and creators paid the tax every day.

Short-form lived in one app, long-form in another, livestreaming in a third, monetization off to the side. A creator who wanted to post a clip, drop a full video and go live had to learn, manage and switch between separate worlds, each with its own rules, exports and dashboards. Every handoff lost momentum, quality, or the thread of how anything made money, and capped how much a creator could produce and earn. So I set out to collapse all of it into one path from idea to income.

I led the whole video product end to end on web, iOS and Android. The player, the uploader and the live tooling are wildly different surfaces, so the shared design system was what let a 100+ engineer org build all three without them drifting into separate products.

A workflow that used to span three apps now feels like one continuous motion.

Unified creation. Short-form, long-form and live share one creation flow, so the format is a choice, not a different app, and switching needs no exports or re-uploads.

Watching that feeds making. The player and browse experience are designed so watching flows naturally into creating, keeping people inside one loop.

Monetization in view. The path from publishing to getting paid is part of the creation flow, not a separate dashboard, and it holds together across web, iOS and Android.

Earnings & payouts. Creators see fiat and token earnings per video and cash out through Pay, so the line from publishing to income is one they can watch fill up.

A store on every profile. A creator's Shop storefront lives right on their Play profile, so the audience a video earns can buy without ever leaving.

A creator ecosystem is only as durable as the business under it. The ad platform is where attention becomes revenue: the thing that funds creators, infrastructure and everything else.

An advertiser shouldn't need a sales rep or a manual to spend money well. They had to build a campaign, set a budget, choose who sees it and read whether it worked across very different surfaces (feed, video, sponsored posts) without learning a different tool for each, and every number had to read honestly, with no dark patterns nudging spend. The mandate was to make a serious ad system feel as approachable as posting.

This is the clearest example of how I work now: I didn't hand off a spec and wait. I designed the advertiser experience end to end and built it hands-on with AI tooling, taking it from idea to a working platform in days, not weeks, then refined against what real campaigns needed.

The shipped platform lets anyone launch and measure a campaign without help.

One campaign flow. Objective, audience, budget and creative in a single guided path, with the surface (feed, video, sponsored) chosen inside the same flow instead of a separate tool.

Budgets you can feel. Spend and projected reach update as you set them, so the tradeoffs are visible before you commit, not buried in a report afterward.

Performance in plain language. Live results framed around what a marketer actually wants to know: what it cost, what it reached, what it returned, instead of a wall of raw metrics.