Hi, I’m Katy ✌🏼 I design evolving products, from early foundations to AI-powered ecosystems.

I'm Katy ✨ I design products that need to work across platforms, audiences, and constant change.

8 years. One product. Growing complexity.

I’m Katy ✌🏼 Scaling products from their first foundations to complex AI systems.

About

Katy Reed, Product Design Lead
I build teams, systems and products that move business metrics.

I joined TinyTap as the second designer. Over 8 years I became Head of Design and built the design function from scratch, through the company's growth from a small EdTech startup to a global platform acquired by Animoca Brands.

My focus evolved with the product. First the core B2C experience, then scaling the creator platform, then leading 0-to-1 initiatives like Eddy, an AI language tutor I took from concept to launch with a team of 5. Each phase required a different approach. The marketplace redesign was research-driven and delivered +42% conversion and +280% revenue growth. Eddy was built in high uncertainty where the technology changed mid-build.

I built the team (5 to 7 designers across product, content and creative), the processes and the design culture. I set craft direction while staying hands-on with the work that matters most. I coach designers to think in outcomes and push for design-led decisions at the leadership table.

The product I worked on for 8 years kept evolving in ways I didn't expect. What started as a creator platform for educators became a family subscription service, then evolved into AI-powered learning experiences, and eventually, a decentralized education system.

Each transformation meant designing for entirely new audiences and business models, which is exactly what kept things interesting.

My work spans the full design spectrum: from early exploration and building products from scratch to scaling existing platforms and redesigning launched experiences. I’ve designed for diverse worlds-educators creating content, families exploring learning activities, and global creator communities. My focus is always on translating complexity into clarity, building systems that work across different audiences and platforms.

I lead design through a mix of hands-on craft and strategic thinking. I enjoy guiding teams by establishing clear frameworks when requirements are ambiguous, and I’m always most engaged when design directly shapes what the product becomes.