Hello Please Wait =)Hello

ABOUT ME

I'm a senior product designer with a decade across fintech, ad tech, and marketplaces, including work for Citi, Meta, and Samsung. On most of it I was the sole or lead designer, so I owned the problem from research through systems and UI to the metrics that showed whether it worked.

Engineered through
research.

[ SCROLL ]

Research meets
the brief,

STORYTELLING BECOMES
STRATEGY

CITI · META · SAMSUNG

RESEARCH BEFORE
DESIGN

WHO I AM

I design end to end: research, information architecture, wireframes, high-fidelity UI, and the design system underneath it. I'm usually the sole or lead designer on the product. That has meant owning the full arc on Citi's Developer Hub, XClaim's design system, and Samsung Ads' self-serve platform, and staying in the work through validation and hand-off to engineering.

Storytelling becomes strategy when the story is backed by data: heatmaps, support tickets, usability tests, and adoption metrics. That runs through everything I build.

OUR PARTNERS

Meta
Tyra
Audible
Samsung
Wyndham
Citibank

MY PROCESS

MY CAPABILITIES

The work runs in four stages, from research through to tracking results after launch.

1. Discover

I start with the current state: heatmaps, analytics, support tickets, and competitive research. Then I define who I'm designing for.

  • Research
  • Design system / brand audit
  • User & persona research
  • Stakeholder alignment

2. Strategy

I turn the research into a point of view: problem statements, HMW frameworks, and a roadmap that ties design decisions to business goals.

  • Problem framing (HMW)
  • Information architecture
  • Roadmap & phasing
  • UX strategy

3. Design & Build

I move from wireframes to high-fidelity design to a documented system, validating as I go instead of at the end.

  • Wireframing & prototyping
  • UI design
  • Design systems
  • Usability testing

4. Progress

I track what shipped against what it moved: adoption, completion rate, and time-on-task. That shapes what comes next.

  • Metrics & outcome tracking
  • Iteration from usage
  • Documentation & hand-off
  • Design system maintenance

START A PROJECT

Digital challenges call for strategy and research as well as execution, and for a designer who stays with the problem through delivery.

I bring strategy and research to the work and stay with the problem through delivery.

CONTACT ME