My approach to User Experience is grounded in understanding the Who, What, Why, and How of design. I focus on who the users are, what they need to accomplish, why they need the product, and how the design can help them achieve their goals. This mindset ensures that every decision I make is purposeful, user-focused, and driven by real-world needs.
Creating something from nothing is the magic of design. I thrive at the intersection of business goals and user needs, transforming abstract requirements into seamless, intuitive experiences that solve real problems.
Whether using Figma, Adobe XD, Sketch, or Microsoft PowerApps, I bring ideas to life by crafting assets, screens, apps, and sites that not only meet expectations but exceed them. For me, it’s not just about design tools, it’s about vision, empathy, and execution.
Information and data bookend every successful project. From initial discovery to post-launch analysis, I rely on research and insights to guide every decision. This includes conducting case studies, field surveys, user interviews, and discovery workshops, as well as implementing A/B testing and analyzing post-launch metrics. For me, understanding the user begins with asking the right questions—and ends with measuring how effectively we’ve answered them.
I evaluate user behavior through heatmaps, data metrics, and conversion rates to identify what works and what doesn’t. From there, I distill complex findings into key data points that drive alignment across executive teams and product stakeholders.
Data proves value,
value proves need,
and need builds business.
Leading cross-functional teams of designers and engineers, both on-site and globally, requires more than coordination. It demands ownership. I take full responsibility for the product lifecycle by establishing the vision and standards, setting priorities, guiding teams through iterative development, and reviewing work from beginning to end. Whether working in person or across time zones, I lead with clarity, empathy, and a strong commitment to quality.
Great design is about guiding attention with intention. By creating a clear structure, we allow information to flow naturally and lead users exactly where they need to go. This involves clean navigation, a thoughtful information hierarchy, accessibility at every level, and usability that feels effortless. When these elements work together, the experience becomes intuitive, inclusive, and effective.
What are you really about?
That’s the question a brand answers clearly, consistently, and emotionally.
A brand defines a company’s identity. It’s the feeling people get when they interact with your product, your team, or your message. It’s the impression that lingers with both your audience and your employees.
A brand is not just words or visuals. It's the UI, the tone, the style, and the experience that tie everything together into something uniquely your.
Design leader with 24+ years of experience turning insights into impactful digital solutions.
For over two decades, I’ve honed my craft, beginning with a foundation in traditional art and evolving into a dedicated IC UI/UX Designer.
In an ever-changing industry, I learned to adapt early. I’ve always been driven to explore new technologies, design patterns, and tools. I use data, research, insights, and experience to shape concepts, then bring those concepts to users, iterating and refining until the experience feels just right.
My empathic and analytical mindset naturally led me to UX. For me, design isn’t about what you want. It’s about what they need.
Design24 years
User Experience12 years
Branding14 years
Management17 years
Research / Analytics9 years