Thoki Maas

About

With a robust background in both fashion and technology, I am a versatile product designer currently at Meta Reality Labs, focusing on AR experiences. My journey began with a degree in Fashion Design from FIDM, followed by UX Design training at General Assembly. I founded Thoki Tafeni, a fashion consulting firm, where I designed for Seattle Fashion Week and collaborated with major retailers. At Redfin, I honed my skills in user-centric design, contributing to innovative real estate solutions. At Meta, I spearheaded initiatives on Instagram, significantly boosting ad sales and enhancing inclusivity with the global rollout of the pronouns feature. My work empowers marginalized creators, fostering a more inclusive digital environment. I am passionate about blending creativity with technology to drive meaningful user experiences.

Experience

• Product Designer · Meta12-01-2023

  Meta Reality Labs (AR) Trust, Identity, and Connection team. Previously designed experiences on the Instagram Explore Ads monetization and the Instagram Equity team.

• Product Designer - Instagram · Meta09-01-2022 – 12-01-2023

  Spearheaded the design of ad experiences within the Explore surface, resulting in a 6x increase in ad sales. Led the global rollout of Instagram's pronouns feature across 14 languages, adding privacy options and reducing usability friction. Achieved 39% user adoption of pronouns in different languages, growing the user base by 3.9 million and enhancing inclusivity. Empowered marginalized creators by leading a design initiative focused on building tools that enhanced their visibility, engagement, and platform success. Collaborated with product managers and engineers to launch creator empowerment features that contributed to a more inclusive platform, positively impacting brand sentiment and user diversity.

• Product Designer II · Redfin08-01-2020 – 09-01-2022

  As a Product Designer II at Redfin, contributed to the design and development of user-centric real estate solutions, collaborating with cross-functional teams to enhance user experience and drive product innovation.

• Founder · Thoki Tafeni07-01-2016 – 01-01-2022

  Founded a fashion consulting company after designing for Seattle Fashion Week. Designed clothes for editorial collaborations and private clients, attracting interest from large retailers like Amazon. Created Haute Community to help emerging fashion designers and creatives break into the field.

Education

• FIDMFashion design, Marketing
• General AssemblyUX Design, User research and design

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