I design systems
grounded in research.
SERVICES
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I combine evidence and craft to build products people trust.
Evidence over opinion.
Systems over
one-offs.
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PRODUCT DESIGN
Product design
(end to end)
I take products from research through high-fidelity design to hand-off, usually as the sole or lead designer. This is the core of what I've done on Citi's Developer Hub, XClaim's marketplace, and Samsung's self-serve Ads Manager.
- Research
- Wireframing
- UI Design
- Prototyping
- Hand-off
Engineered through
evidence.
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UX RESEARCH
UX Research
Every redesign I lead starts with an audit of heatmaps, analytics, support tickets, and competitive research. From there I define personas and How Might We framing before a single screen gets designed.
- Personas
- Usability Testing
- Heatmap Audits
- HMW Framing
- Competitive Research
Understanding what
drives behavior.
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DESIGN SYSTEMS
Design Systems
I build scalable, cross-platform component systems that hold up as a product grows, from XClaim's atomic-level rebuild to Samsung Ads' shared components across TV, mobile, and desktop.
- Component Libraries
- Design Tokens
- Cross-Platform
- Documentation
- Hand-off
Systems over
one-offs.
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ZERO-TO-ONE DESIGN
I've built products with no existing playbook, including Samsung's self-serve Ads Manager and Citi's digital identity concept. On those, the design questions and the product questions were often the same question.
- 0→1 Design
- Concept Validation
- MVP Scoping
- Stakeholder Alignment
Storytelling becomes
strategy.
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CHANGE MANAGEMENT
Large-scale product change, like migrating advertisers through Meta's ODAX objective overhaul, needs a rollout people can trust: education before enforcement, with a reviewable path throughout.
- Phased Rollout
- Migration UX
- Adoption Metrics
- Change Communication
Change deserves an
honest rollout.
( For teams who want a designer who stays with the problem through delivery )
Whether you're a PM, an engineering team, or a founder validating a concept, here's what working with me looks like.
Digital challenges call for strategy and research as well as execution.
Research first
Every project starts with an audit of what's already there: data, the existing product, and real user behavior.
Close partnership with engineering & PM
Requirements get defined together with engineering and PM. On every project from Citi's API portal to Samsung's Ads Manager, design and engineering decisions were made in the same room.
Evidence over opinion
Decisions get validated through usability testing, phased rollouts, and adoption metrics.
Cross-industry range
Fintech, ad tech, claims marketplaces, consumer electronics: the problems change and the process stays the same.
Systems thinking
I design components as well as screens, so what I build outlives the initial launch and scales with the product.
Global clients
I work with brands across the world in challenging industries.