Design Director
Kinjo.
Led design for two iOS apps that turn Roblox screen time into learning, on one scalable design system.
One design system to launch two apps fast.
- Outcome
- Shipped 2 iOS apps on one shared design system
- Built and maintained the design system, so both apps shipped on a weekly cadence
- Designed the App Store listings and site to win both the parent (buyer) and the kid (user)
- Designed, animated, and cut the Meta growth-creative system end to end
- Problem
- Parents fight screen time; kids love Roblox. Kinjo needed two iOS apps that turn gaming into learning, and a design system that could launch them fast.
- My role
- User flows, prototypes, UX, UI, animations · Art direction and brand development · Weekly design sprints · Built and maintained a scalable design system · Social media ads and growth creative
- Key calls
- Treat growth creative as a design problem, not an afterthought
Two iOS apps, one system.
Parents fight screen time; kids love Roblox. Kinjo’s bet was to turn that fight into learning, with a kids app for play and a parent app for insight and control. I led product design for both, end to end: flows, prototypes, UX, UI, animation, and the art direction that gave them a brand. We ran weekly design sprints, and a shared system kept two apps moving fast without drifting apart. (The App Store promo plays up top.)
One system, two apps.
The design system was the engine. I built and maintained it so two apps could release on a weekly cadence and still feel like one product. Shared components and tokens cut design-to-dev handoff time, and the brand stayed consistent no matter how fast we moved. It is the difference between two apps that drift and two apps that compound.
On the App Store.
The buyer is a parent; the user is a kid. The listing had to win both. I designed the App Store presence and the Kinjo site to convert: a clear promise up top, a brand playful enough for kids, and the kid-safe trust signals parents look for before they hit install. Both were designed to convert that parent in the moment they decide.
Growth, treated as a design problem.
I treat growth as a design problem, not an afterthought handed to media buyers. I designed, animated, and cut a creative system for Meta, not one-off ads but a repeatable engine, each spot leading with the turn from screen time to learning. The honest lesson from Kinjo was a strategic one: we shipped iOS-only because that is what the company’s founder used at home, but most kids who use tablets are on Android, so we were fishing in the smaller pond. Meet the user where they actually are, even when that is not where you would prefer to build.
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