Hi, I'm Joseph.
Hi, I'm Joseph.
I enjoy building digital things.
I enjoy building digital things.
I
I
Hi, I'm Joseph.
I enjoy building digital things.
I
Hello —
Recruiters
Design Partners
Founders
I’m a design professional passionate about developing great people and building great products.
Hello —
I’m a design professional passionate about developing great people and building great products.
Recruiters
Design Partners
Founders
—Experience
Career Break
2025 - Today
Creative Reset → Shaping Product
Took a career break to reset creatively and return to building — read broadly, launched 2 apps, and helped shape the early product and user experiences as the Founding Product Designer at a consumer social, seed-stage startup.
TikTok
2023 - 2025
Principal Designer
TikTok Messaging
Player-coached design execution for TikTok US while mentoring a cross-border team, driving innovation in camera filters (Effect House), messaging, and 0-1 social apps.
Design Lead
TikTok Shop
Led an agile design systems team for the US TikTok Shop org, driving strategic initiatives for the future vision of the Shop ecosystem. Increased conversion 3% globally, and add-to-cart rates by 2.5%. This increase in conversion yields ≤ tens of millions of dollars in additional revenue quarterly.
Lyft
2022 - 2023
Staff Designer
Rider App
Drove design exploration across Rider experiences, shaping the future vision of the Lyft app in collaboration with co-founders and design directors, while mentoring a team of four designers.
Meta
2018 - 2022
Staff Designer
Shops
Blended experiences across Instagram and Facebook shops, enabling more accurate cross-platform impact measurement to guide product direction. Alignment, on average, increased PDP engagement ~5% globally.
Messenger
Reduced accidental calls by 2.6% while increasing message sends, talk time, and calling MAU by ~2% across Instagram Direct and Messenger.
Workplace by Facebook
First designer to join the newly formed ML team, responsible for designing innovative experiences powered by machine learning to optimize content discovery, search, and sharing efficiency.
Salesforce
2016 - 2018
Sr. Product Designer
Salesforce IQ: Inbox
Built interaction design frameworks across Salesforce Inbox, a suite of mobile and desktop productivity apps powered by Relationship Intelligence™ to help sales reps sell smarter.
You can view a full work history on LinkedIn
—Looking glass
—Experience
Founding Product Designer (seed)
Founding Product Designer at an early-stage startup, building the largest creator-driven communities through the power of chat.
25' - Today
Founding Product Designer (seed)
Founding Product Designer at an early-stage startup, building the largest creator-driven communities through the power of chat.
25' - Today
TikTok NPE
New Product Experimentation: Built and tested new apps for the Australian and Japanese markets.
Experimentation
Mobile
NPE
2024
TikTok NPE
New Product Experimentation: Built and tested new apps for the Australian and Japanese markets.
Experimentation
Mobile
NPE
2024
TikTok Messaging
Led the design of new voice and effects experiences for the messaging ecosystem.
Effects
Voice Messaging
Chat
2024
TikTok Messaging
Led the design of new voice and effects experiences for the messaging ecosystem.
Effects
Voice Messaging
Chat
2024
TikTok Effect House
Led product vision and experimentation for TikTok’s effects creation tool.
AR
AI Tooling
Design Systems
2024
TikTok Shop
Designed and shipped the initial U.S. release of TikTok Shop, and defined the long-term vision.
E-Com
Multi-Billion $ Revenue
2024
TikTok Shop
Designed and shipped the initial U.S. release of TikTok Shop, and defined the long-term vision.
E-Com
Multi-Billion $ Revenue
2024
Lyft - Rider Experience
Defined the long-term vision for the rider app and mentored a small team of designers.
Vision
Transportation
Mentorship
22' - 2023
Instagram + Facebook Shopping
Led optimization of the product detail surface across Instagram and Facebook Shopping.
E-Com
XFN Collaboration
2022
Instagram + Facebook Shopping
Led optimization of the product detail surface across Instagram and Facebook Shopping.
E-Com
XFN Collaboration
2022
Instagram + Messenger
Created social experiences that enabled friends to connect while apart.
Video & Audio
Reels
Co-Presence
21' - 2022
Instagram + Messenger
Created social experiences that enabled friends to connect while apart.
Video & Audio
Reels
Co-Presence
21' - 2022
Workplace by Facebook
Partnered with the machine learning team to develop features to optimize content distribution.
NLP
SaaS
Scale
Search
2018 - 2020