PUNCH is a mobile video platform for songwriters and music producers. It offered advanced suite of creator's tools, where artists could create and share their music, collab with other creators, and discover new talent.
As Lead Product Designer, I directed a cross-functional team of 6+ to scale the platform from 100 to over 100K+ creators.
Product Strategy & AI
I led the design of the short-format video suite, which featured AR face filters, real-time audio enhancements, and AI-powered text generation to assist in songwriting. My role involved collaborating closely with product owners to define the strategy and roadmap, ensuring our creative tools met the needs of professional musicians.
Data-Driven Leadership
To move beyond "gut-feeling" design, I architected the Amplitude analytics integration. This allowed the team to track key engagement metrics and make data-driven decisions that reduced development friction and accelerated the release cycle.
Global Scalability & Impact
I established the design frameworks and localization (i18n) workflows required for global expansion. By combining strategic UX with technical specifications, we built a dedicated community that directly contributed to the creation of new music singles and full albums, carving out a unique niche in the music-tech space.
