I specialize in crafting transformative user experiences across apps, systems, operational workflows, e-commerce, IoT, and websites. With design and technology, I tackle complex challenges to deliver intuitive solutions.

EXPERIENCE

UX Lead & Director positions Kettle, HUGE, Red Antler, Elephant, Decoded, Razorfish, Merkle, Sub Rosa, Grey, Deep Focus, B-Reel, Fjord

HOW I WORK

I do not believe in a one-size-fits-all design process. Every organization operates with different goals, constraints, and levels of complexity. My role is to shape the right approach for the challenge and not impose a rigid framework.

ESSENTIALS

Goals – Start by defining what success actually looks like, beyond vague language like 'seamless' or 'intuitive.'

Users – I define key use cases across both end users and internal teams, including how people think, work, and make key decisions.

Insights – Draw inspiration from the landscape from within and outside the category.

CREATING

New Products – I aim for a 'Most Lovable Product' that is focused, intentional, and designed to earn trust, paired with a feasible roadmap.
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Redesigns – Address the problems holistically by uncovering the issues across usability, functionality, technology, and business constraints.

Envisioning the Experience – Strategy is translated into clear, purposeful design decisions.

Testing & Iteration – Validate direction, surface blind spots, and ensure we’re prioritizing what truly matters.