About Me01
What I Actually Do
I design e-commerce, product, and brand experiences that make life easier for people - and drive real growth for businesses.
Most of my career has lived between UX/UI, e-commerce, product, and brand - from West Coast startups to working with global brands on the East Coast like Victoria’s Secret, Avon, B&H, and LG.
Over 10 years, my work has grown from designing screens to shaping the larger systems behind them: design systems, templates, campaign frameworks, and a brand’s entire digital presence across web, mobile, email, and marketing.
That work has ranged from small UX improvements to digital experiences supporting 4,000+ daily orders and $4.5M+ in revenue in a matter of months. The numbers matter, but I’m just as interested in why something worked - and how we can make the experience even better next time.
I’ve also become someone teams tend to pull in when there’s a bigger question to solve: We know what the brand wants to say. We know what the business needs. But how should this actually live digitally? That’s my favorite space.
I help connect what people need, what the business is trying to accomplish, and what makes the brand feel like itself - then turn all of that into something useful and easy to experience.
02
How I Do It
I usually start by listening.
To the user, to the business, to the brand - and to the little things that don’t quite make sense yet.
Then I try to make the complicated feel simple.
Sometimes that means rethinking a flow.
Sometimes it’s building a design system, shaping a campaign, creating templates, or figuring out how a big brand idea should actually live across digital.
I like connecting the dots between what people need, what the business needs, and what the brand wants to be.
From there, I work closely with product, engineering, marketing, and other creatives to turn ideas into something clear, thoughtful, and usable.
I’m always learning too - new tools, new ways of working, and new ways to make the work better.
But the goal stays pretty simple: Make something useful. Make it feel good. And make sure it actually helps.
A Bit More About Me(because personality counts, even in UX)
03
Why I Do It
I’ve always cared about making things look good.
Over time, I got a little more interested in what happened next.
Did it make sense?
Did it feel easy?
Did someone know exactly what to do without having to stop and think about it?
That shift changed the way I looked at design.
I started in advertising because I loved the visual side - the storytelling, the details, the feeling a great piece of work can create.
But the deeper I got into digital, the more I became interested in the invisible part too: the decisions that make something feel obvious, intuitive, and somehow easier than expected.
That’s really what keeps me interested.
I still want the work to be beautiful. I just think beauty gets more interesting when it’s doing something.
04
Outside of Work
I appreciate anything thoughtfully crafted - a six-digit code that autofills before I can even open Messages, a late-night jazz set, a dangerously good charcuterie board, or a restaurant with decor so good you briefly consider rearranging your entire apartment.
It’s the little things - a menu that makes you order exactly what you wanted, a store layout that just flows, or a brand that feels consistent no matter where you see it.
They all have the same thing in common: someone made a series of thoughtful decisions so others don’t have to.
I spend a lot of time thinking about those decisions - what works, what doesn’t, and why something feels easy (or doesn’t).
And an equally surprising amount of time thinking about what to eat next... with roughly the same level of research and consideration.
Design. Solve. Repeat.
Design. Solve. Repeat.
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