Hi, I’m Sofia. I’m a design leader based in San Francisco, currently leading Growth Design at Asana. I work with cross-functional teams to shape how customers discover, onboard, and find lasting value in the product – from first touch through long-term adoption and retention.

What I work on

Designing growth systems that connect acquisition, onboarding, adoption, and monetization.

Helping teams move from feature-led roadmaps to value- and package-led thinking.

Using AI to reduce cognitive load and help users form clear mental models.

Coaching and scaling senior designers working in ambiguous, high-impact problem spaces.