At Instagram Monetization, Thoki led the introduction of Reel ads on the Explore surface, creating a dynamic video ad format to enhance user engagement. She conducted extensive research to understand user behavior and analyzed video consumption trends, leading to the development and testing of multiple ad formats. This initiative resulted in Reel ads comprising 15% of all ads on the Explore Grid and achieving a sell-through rate exceeding 85% post-launch, indicating strong acceptance by advertisers and users.

At Redfin, Thoki led the design of a centralized Seller Hub within the Redfin app to assist homeowners in making informed selling decisions. She conducted qualitative research through interviews and surveys to understand user needs, revealing that many were unaware of Redfin's brokerage services and preferred previously sold data over home estimates.

Based on these insights, Thoki designed and tested a streamlined user experience, resulting in a more than twofold increase in conversion rates compared to the previous experience and a 38% rise in sell-side services. The inclusion of recently sold data significantly boosted user engagement, demonstrating the hub's effectiveness in enhancing user satisfaction and business growth.

At Instagram, Thoki led the design of an inclusive profile optimization feature that allowed creators to personalize their profiles through pronoun visibility. She conducted research across diverse user segments and partnered with cross-functional teams to deliver a flexible, user-first customization experience. After launch, 4.78 million users adopted the feature, with a rapid +3.98 million surge post-expansion. Thoki also drove the localization of the experience into 14 additional languages, resulting in 39% of users setting pronouns in a language different from their account’s default, underscoring the global demand for identity expression and accessibility.