Extra Card
Debit that builds credit
B2C, Fintech, Hyper-Growth, Unicorn
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Led and managed product and design teams from Series A to Series B at unicorn valuation and from 65k to 300k customers in 6 months.
Role
Head of Product
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Accountable KPIs
LTV, Retention, Percent Spending, App Engagement, Conversion
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Team
Managed 8 Product Managers, 3 Project Managers, 2 Product Designers
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Impact
I was the first product hire at Extra and was charged with building and managing the teams from the ground up. Across my time leading product, design, and project management at Extra, my team was able to lift D14 percent spending by 140% with the advent of virtual cards, exceeding our OKR target by 20%. We improved app engagement with the releases of giveaways, games, and in-app content via Extra Experiences, seeing 98% profit on some giveaways that provided a path for us to fund the future credit card product. We also designed and in 2023 are set to launch a new growth vertical for free users which will reduce our CAC by shifting focus to installs rather than applications. Under my leadership, we rebuilt our cardholder funnel to be compliant and set up design systems that would empower cross functional teams to operate more autonomously.
Product & Team Operations
While not leading the product teams, I was tapped to improve our internal team operations, creating better alignment across cross functional teams that ultimately improved team throughput. Below are some of the systems and practices we put into place company wide and more details about how we operated.
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Alignment and Goal Setting
Instituted SMART goals practices to improve OKRs and pushed SMEAR planning formats to create better mission alignment and outcomes.
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PDLC & Agile Development
I took on managing the PDLC from end to end, creating spec writing processes in Notion matched to epics in Jira. We used RICE prioritization and 3x3 matrix risk assessments for faster stakeholder alignment. I took the company to agile scheduling frameworks, improving standups, breakdowns, and retrospectives. I stood up our documentation storage for decisions, agendas, specs, and more in Extra Workspace, reducing time in meetings by improving cross team decision making awareness.
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Design Process
We leveraged Invieo recruiting to cover beta testing and experiments to remain compliant, leveraged in-house employee trials and pre-launch experiences, and worked with select customers for one-on-one interviews. We set up a design system of reusable components to improve engineering output and allow product managers to run more experiments, and stood up our Figma environments and versioning to improve product understanding company wide. We used rapid prototypes in and out of house, and conducted routine surveys and subjective analysis with customers on needs, discovering opportunities like experiences, milestones and goals, and more.
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Platform
React Native
