I’m glad you’re here

Hello there, I’m a user experience strategist, researcher and designer based in San Francisco.

About Me

My goal: Build competition-busting user experiences that grow products. Sustainably.

Using a behavior-led, design thinking approach, I design product and marketing user experiences. Along the way, I mentor team-members to help them overcome internal barriers and become self-sufficient.

Select Engagements

Designed first partner app for Apple (foundation of Apple’s Store App)

Full Application platform (Prospects, Members) Concept, Design and Test

Digital Transformation from print mag. UX, Content strategy & Design

Concept and Design a 401(k) platform from scratch.

Digital & Social Strategy – 44k to 2M FB fans.

Visa – First ever user research project (qual and quant) to set future direction of Visa Online

Global, design thinking curriculum for TV-first planners to Channel-agnostic strategists

My Guiding Principles

Guiding principles and goals

Competitive edge, not usability

Usabiity is played out. Your user experience needs to persuade effectively to deliver growth. That’s my passion.

Clear Vision. Airtight Execution.

Align executives and teams on a single vision, then execute to the finest detail.

Convert ambiguity to roadmap

Replace ambiguous ideas, dodgy executions and wishlists into a prioritized roadmap with measurable ROI.

Infuse curiosity to level-up teams

Seed a 3-step design thinking approach that’s easy to learn and creates enduring curiosity about the ‘user’.

Solve the tough problems

Overcome outdated beliefs, business processes, technical and company culture hurdles enroute to the finish line.

Vetted user experience. Not just UIs.

Align the UX to user journeys. Anchor it with a clear strategy and a modular architetcure. Deliver it with validated responsive / mobile-first UIs. Rinse and repeat.

Get in Touch

Decision-making insights. No strings attached.

Level-5 User Experience. Delivered.

Over the last 15 years, I’ve progressed from UX as a craft to UX as a key business growth driver.

Here’s how I engage:

Help make and sell-in decisions that impact product adoption and growth.

Compelling user journeys across digital properties – from acquisition to engagement to upgrades.

Consistent user experiences across a full-suite of products – websites and apps.

Product/Flow UX Help make and sell-in decisions that impact product

Screen UX Help make and sell-in decisions that impact product

A Behavioral Design Approach

As technologies and platforms shift, they impact user behavior. The key is to understand what changes and what does not.

For UX Consulting, I use a behavioral design approach to unearth your specific customers’ motivations and triggers, and design an experience that aligns to their desired journeys.

When training teams, I use that approach to infuse curiosity along with problem-solving techniques – people, process and product.

Creative Collaboration

I use a simple step-by-step design thinking approach with teams so they can understand and implement it without radically changing their workflows.

My primary goal is to improve both the User Experience and the team members I work with.

Whether I’m in for short training workshops, or long embedded UX assignments, I work to share my secret sauce that lowers friction and increases curiosity and creativity. Because those are the key engines for product growth.

Holistic UX Execution

Regardless of the scope of my work – I always design solutions with three key elements in mind

Scalable: Modular architecture and flexible UIs to allow the UX to be updated and scaled for new features and/or user segments.
Consistent: Clear rules and principles to enable the team to keep the experience consistent across different evolutions.
User journey-led: Create user flows that optimize for engagement and conversion across brand properties - marketing and product.

This impacts everything from information architecture and UI, to details like micro-animations and error-handling.

Disruptions / Innovations

Managing Disruptions aka Innovations

In my professional lifetime, I’ve already witnessed jumps to digital, responsive and mobile only. AI integration is just the next one.

I pick the best UX – the one that creates the lowest friction between the user and your product. Not what a trendy competitor is using.

And I aid conversations about how to plan for evolving customer journeys, so the user experience continues to perform. Predictably.

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