Mobile Apps & Mobile Websites

0-1 Native Mobile Apps (iOS & Android)

Everybody has a smartphone, and every app is trying to get our attention. But not all apps are created equal!

As of 2026, the average smartphone user has over 80 apps installed, but only actively uses about 9–10 daily and 30–35 monthly. Users spend an average of 3–5+ hours daily on mobile, with 82%–90% of that time spent in apps rather than web browsers.

I invested 7+ years building and growing mobile apps only, including 0-1 iOS and Android apps at iHerb and at Auction.com. I learned about the mobile users' behaviors, what they're looking for, so I could be that bridge to connect the business to the users to offer the values they appreciate.

I also designed the mobile website at iHerb, driving 25M unique sessions per month, giving customers basic information they're looking for, and a consistent high-quality mobile web experience they expect to see.

Mobile Web Redesign

My Process

Always start with the users to understand what is on their minds, and it takes much intentionality and data to truly figure out. CEOs know their business the most, but users know what they're looking for, and it's the job of the product manager to listen to both sides to build the right products to connect the two.

With user interviews, usability studies, clear goals and metrics to measure our success, I get to work to figure out what we're going to build. Through trials and errors, empathy for the users, and much humility, a carefully crafted product can then be built.

From there, we continue to listen to the users, iterate, and adjust to the times and the ever-changing needs.

The iHerb Story

Building the iHerb mobile experience for a global audience across 180 countries began with a deep, empathetic dive into the diverse user journeys of our international customer base. I initiated the project by conducting extensive user interviews to uncover localized pain points and studied e-commerce industry leaders to benchmark world-class mobile standards. Collaborating closely with UI/UX designers, we mapped out intuitive end-to-end flows, leveraging existing mobile web analytics as a baseline while accounting for the unique behavioral nuances of native app users. This rigorous discovery and design phase ensured that when we launched our MVP after 18 months of development, the foundation was rooted in "user truth" and cross-border scalability.

Post-launch, the focus shifted to high-velocity optimization and data-driven growth. I established a robust analytics framework to scrutinize every stage of the conversion funnel, identifying friction points and opportunities for new feature integration. To scale these efforts, I built and mentored a dedicated product team of three Product Owners, fostering a culture of continuous experimentation. We implemented a disciplined A/B testing roadmap that allowed us to move beyond basic functionality, introducing intelligent, personalized experiences that resonated with our global users. This iterative approach was instrumental in scaling the mobile apps from a new entry to a dominant revenue driver, eventually surpassing $500M in annual sales.

Successfully managing a platform of this magnitude required immense cross-functional coordination and strategic alignment. I served as the central bridge between technical and business units, collaborating with Data Science to integrate predictive intelligence, and partnering with Marketing and Customer Service to ensure a cohesive brand experience across all touchpoints. By aligning these diverse stakeholders—including engineering, operations, and localization teams—we were able to ship complex updates at scale while maintaining high app stability. This collaborative ecosystem not only fueled our rapid revenue growth but also ensured that iHerb’s mobile apps remained a reliable, "wholesome" gateway for millions of customers worldwide.

The Auction.com Story

At Auction.com, I led a year-long transformation of the mobile experience, focusing on a specialized audience of high-stakes real estate investors. The centerpiece of this redesign was the expansion and refinement of an industry-first Remote Bidding feature, which empowered investors to participate in foreclosure and bank-owned property auctions in real-time from anywhere in the world. To ensure the new interface could handle the pressure of live bidding, I conducted intensive user interviews and usability testing across three distinct investor segments. By deconstructing their specific workflows—from initial property discovery and due diligence to the adrenaline-filled final seconds of a live bid—we were able to overhaul the information architecture to provide total transparency and real-time status updates, ensuring investors felt confident and informed in high-pressure moments.

The impact of this comprehensive revamp was immediate and transformative for the business. By optimizing the property discovery journey and streamlining the bidding interface, we achieved a 5x increase in property views and a 3x surge in total bids placed through the apps. Beyond the metrics, I prioritized significant performance enhancements to eliminate latency, ensuring the real-time data feeds required for global bidding remained rock-solid. This project proved that by blending deep user empathy with high-performance engineering, we could successfully transition a traditionally offline, localized auction process into a sophisticated, global digital marketplace.