about me.
After years managing fast-paced craft cocktail bars, I finally gave up on struggling through dysfunctional point of sales systems. Instead of continuing to curse the designers who didn’t consult me when they made these products, I decided to become one of them.
Now I transform ideas into realities with user-centric thinking and research-based design. I love the challenge of juggling lots of moving parts and people, while always working towards a larger goal.
While I enjoy managing humans and agile workflows, my true loves are grammar, combustion engines, the ocean and mezcal.
my design process.
Empathy + Insight
I start by developing a shared understanding of user needs and business goals. Research methods like interviews, surveys, and stakeholder workshops help surface pain points and align around feature direction, system constraints
Framing the Problem
Insights are synthesized into clear problem definitions, opportunity areas, and principles. By aligning around early artifacts like journey maps, storyboards, and personas, I am able to re-focus cross-functional teams towards north-star goals.
Strategy
I evaluate strategy from a consistent, scalable, design perspective, and work closely with product leads and engineering to weigh feasibility and viability. I am known for driving alignment with stakeholders on MVP criteria and roadmaps, and translating that into manageable sprints.
Validation and Iteration
I believe in testing fast and often — leveraging low or mid-fidelity prototypes, usability testing, and qualitative/ quantitative data to guide iteration, refining solutions while de-risking key assumptions before significant investment.
MVP Delivery + Scaling
I lead the design execution with a focus on producing iterations that work towards our goals. Systems thinking and strong design-engineering alignment ensure that MVPs are both high-impact and extensible, setting a strong foundation for future iterations.
Continuous Optimization
Post-launch, I revisit usage data, user feedback, and performance metrics to identify opportunities for improvement. I drive a culture of continuous improvement by embedding design into product development cycles — not just at the start.
