About Me

I’m a passionate and focused leader with an extensive background in product design. With 15+ years in the field of human interaction, I bring a design-thinking approach to companies and to the design of products, services, and experiences in collaboration with Product and Development teams.

I thrive building high performing user experience teams that span from e-Commerce, consumer and enterprise desktop web apps. I do this through mentoring and coaching.

I've learned that design leadership must be adaptive to the flux of inevitable emerging truths that experience design reveals, and yet still be guided by strong principles wrought from experience and conviction.

"Great design can make a great experience but it is not a substitute of an experience."

Product Design Skills

User Experience

  • Customer Journey

  • Competitor Benchmarking

  • Persona Development

  • Story Mapping

  • Heuristic Analysis

  • User Testing (in-person and remote)


  • Figma (preferred)

  • Sketch

  • Photoshop

  • Illustrator

  • InDesign

  • Omnigraffle


  • Figma

  • Framer Studio

  • Flinto


  • Keynote

  • Omnigraffle

Design Principles I use


Good design is easy to digest—the brain shouldn’t have to spend a ton of energy to figure out what the heck it’s looking at. With any luck, people will just “get it” without needing a 6-section explanation.


Good design is easy to trust. Before asking someone to complete an action, make every effort to help them understand why the task is needed. Being honest and clear in explanations builds trust at each step, leading to increasingly easier conversions down the funnel.


Ground-breaking design is awesome, but a design that converts is better. New frameworks and flashy plugins might look nice on Dribbble, but if no one is clicking the “buy” buttons, you’ve got a problem.

Take the user’s side

Building thoughtful products with clear intentions shows that you care, make choices more comfortable, and leads to a better overall experience.