Leading product, brand, and growth for a GenAI platform with real-world impact

Arloa is a generative AI platform that helps parents of children with special needs manage IEPs, communicate with schools, and track progress — all in one secure, personalized space. I led product design, brand development, and go-to-market strategy, guiding the product from idea to launch while applying AI at every stage of design, research, and growth.

The challenge

Parents navigating the special education process face overwhelming systems, confusing paperwork, and limited support. Arloa aimed to fix that — with a product powered by AI, grounded in empathy, and built to scale.

My role and approach

Product design and research. Designed a personalized IEP experience that turns documents into dynamic child profiles. Used AI-assisted research to uncover key personas — newly diagnosed families, experienced advocates — and mapped emotional user journeys that guided product and marketing strategy.

GenAI-driven design process. Used GPT-based tools to rapidly generate user flows, mockups, and content prototypes — faster feedback loops, tighter collaboration with developers, and product requirements carried all the way from Figma to production-ready code.

Collaboration and engineering handoff. Worked hands-on with engineers, translating UX and business requirements directly into component-ready code with tools like Cline and Windsurf.

AI content strategy. Created and tuned custom GPT agents that help parents write goal updates, advocate in clear language, and understand complex IEP terms. Built scalable onboarding emails, newsletters, and campaigns using AI — tripling content output while maintaining brand voice.

Data-driven iteration. Used customer behavior data and AI-enhanced analytics to find and fix weak points — onboarding flows, upgrade funnels, pricing UX — through regular async tests and feedback loops.

Cross-disciplinary collaboration. Partnered with special education experts and real parents to validate the tone, utility, and voice of AI content — every touchpoint had to feel human, informed, and supportive.

What changed

• Content output tripled — from 4 to 12+ pieces per month — through the AI content engine
• A brand and product experience that turned dense legal paperwork into something parents could

actually use

• Launched with a lean team, with design, brand, and growth strategy carried by one designer

Selected work

What this project proves

By combining GenAI design workflows, data-backed UX iteration, and emotionally intelligent strategy, we launched a product that delivered meaningful, measurable value to families — and scaled faster than expected with a lean team.