REEF Technology
A large startup based in Miami, REEF uses technology to transform parking lots into neighborhood hubs that provide last-block delivery in urban communities.
The Tech Team
Joining REEF meant stepping into a 17,000-person startup on a mission to reinvent real estate across North America, with no design team.
Yes, I was the founding member! Along with my director,
we spearheaded the design language and evangelization of the design thinking process behind our enterprise cloud platform and multiple consumer products.
I thrived on finding innovative solutions, rapidly, that aligned user needs, business priorities, and design feasibility—all while staying on schedule and within budget.
The Studio.
After demonstrating strong collaboration across scrum teams, executives, and cross-functional groups, I transitioned into a Design + Strategy role on REEF’s Studio team.
Studio was where big ideas turned into real products—it incubated new businesses and evolved REEF’s core offerings through fast-paced, high-impact design sprints. Think design thinking at lightspeed.
Fun Fact: I led the end-to-end design for the early version of GetREEF. This saved us millions by eliminating the need for certain third-party partnerships.
NBRHD Market, Now GetREEF.
I led the design of REEF’s digital food delivery platform. This platform was recently launched in order to reach our consumers directly.
REEF Cloud
The goal was to create a way for our internal admins to manage the sales channels that REEF sells through and the merchandise that it sells- from parking, all the way to pizza.
REEF GO
Our rentable go-cart concept for our partnership to provide some entertainment to our lot visitors.