About Me
I didn't start in product design, I started in marketing, where the job was to understand what motivates someone before they ever reach a product. That background changed how I approach design.
Most designers start with the screen, I start with the person what they're trying to accomplish, what's getting in their way, and what would make them feel confident enough to move forward. That perspective shapes everything I build.
Awards
My work contributed to experiences recognized by the 2025 Webby Award for Best Shopping & Retail and the 2023 Baymard Institute's Top 1% UX Award benchmark for On-Site Search, two of the most respected evaluations in digital commerce.
AI & My Workflow
I use AI to enhance my creativity, not replace it. Every idea, decision, and design direction starts with me. AI is the tool that helps me move faster without sacrificing quality.
I use Claude daily for research synthesis, copy exploration, and rapid iteration, and Claude Code to build interactive prototypes and test ideas before a sprint begins. These tools sharpen my thinking, accelerate my process, and give me more space to focus on what matters most: solving the right problem in the right way.
My Impact
The numbers tell the story. I've designed features that generated $200M+ in measurable revenue across e-commerce, SaaS, and home services, from zero-to-one personalization systems to enterprise-scale decision support tools. Every project starts with a clear problem and ends with a shipped solution that moves a number that matters.
Simplicity to Complex Problems
I specialize in the moments where customers are most uncertain and the product has the most to prove, discovery, personalization, and decision support. My work lives at the intersection of behavioral data and intuitive design, translating complex systems into experiences that feel effortless. I've led end-to-end design from defining the problem to shipping the solution.
Testimonials
Here's what colleagues and stakeholders have shared about working with me. Their words reflect the trust we built together and the impact we created, and they're what push me to keep raising the bar.
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