Launched in early 2026, Ask Aya is an AI coach built for domestic workers — a population that is largely immigrant, often isolated, and historically underserved by technology. As Senior Director of Product at NDWA, I led strategy, product development, and stakeholder engagement from conception through beta launch.
1,000 workers participated in co-design. Worked with stakeholders to navigate real internal resistance and tradeoffs between speed and trust. Test cohorts showing 1 in 4 workers successfully negotiating a pay increase within 6 weeks.
Visit Ask Aya →When gig platforms started reshaping the domestic work industry, NDWA needed to figure out what engagement with those platforms could look like, without compromising the movement's values or workers' trust.
Built a strategy that led to partnerships with Handy/Angi, Care.com, Thumbtack, Airbnb, Google, and more. These partnerships drove mutually beneficial outcomes: expanded PTO benefits, stronger worker voice, reductions in unfair platform fees, underpayment, and churn, and a nearly $40M emergency safety net for tens of thousands of domestic workers during COVID.
Read More →A vibe coded, AI chat tool built for workers. Workers chat with an AI named “Sam” about their work — a difficult manager, a question about pay, a career decision, or just to VENT.
Sam learns about the worker's unique situation and brings real knowledge of workplace dynamics, pay ranges, negotiation strategies, and career paths into every conversation. The broader exploration is to use AI to create more power, voice, and wealth for workers.
Workers get personalized support at scale, which generates worker-owned data, collective intelligence for the workers and leverage to increase worker power in the market.