Approach

Approach

TL:DR

I'm a senior product designer who embeds into teams, understands the business first, and starts producing within the first week.


No 45-day discovery. No hand-holding. Just focused work that moves the needle.

Who I Work With

Who I Work With

Founders, CTOs, PMs and design leaders at Series A through C companies. Usually when the product works technically but isn't converting, retaining, or scaling the way it should. Sometimes when it's earlier than that and the problem hasn't been fully named yet.


I work embedded. That means I'm in your world, not waiting to be briefed.

There's a version of this page where I list my process. The phases, the deliverables, the frameworks. You've read that page before. It didn't tell you much.

what actually matters

The first thing I do on a new project isn't open Figma. It's understand the business. What they're selling, who's buying it, where it's breaking down, and what's already been tried. Only then do I start asking the design questions.


It sounds obvious. It isn't common.


Most design projects go sideways in the first two weeks. Not because the designer isn't skilled. Because they moved to solutions before the problem was fully understood. I've made that mistake. I know exactly what it looks like: the room sits back from the table, the recommendations land like a list of criticisms, and the relationship starts with friction it never fully recovers from.


A focused conversation at the start saves weeks of revision later. That's not a phase. It's just how good work begins. Most projects are moving within the first week.

The first thing I do on a new project isn't open Figma. It's understand the business. What they're selling, who's buying it, where it's breaking down, and what's already been tried. Only then do I start asking the design questions.


It sounds obvious. It isn't common.


Most design projects go sideways in the first two weeks. Not because the designer isn't skilled. Because they moved to solutions before the problem was fully understood. I've made that mistake. I know exactly what it looks like: the room sits back from the table, the recommendations land like a list of criticisms, and the relationship starts with friction it never fully recovers from.


A focused conversation at the start saves weeks of revision later. That's not a phase. It's just how good work begins. Most projects are moving within the first week.

The Work

The Work

1
Xembly
AI Productivity / Series A

Users were dropping before they understood what they'd bought. I redesigned the activation flow around progressive trust rather than feature exposure. First-week activation moved from 18% to 29%. Onboarding completion from 88% to 94%.

Users were dropping before they understood what they'd bought. I redesigned the activation flow around progressive trust rather than feature exposure. First-week activation moved from 18% to 29%. Onboarding completion from 88% to 94%.

man using MacBook
man using MacBook

Activation strategy

AI interaction design

Design systems

Onboarding UX

User research

2
Flo Health
Women's Health / 65M Users

Designed symptom tracking concepts for a platform used by tens of millions of women globally. Work contributed to a clinically validated feature published in Nature Portfolio and used by 2.7M+ US women.

woman standing on dock
woman standing on dock
woman standing on dock

Consumer health UX

Sensitive data design

Mobile-first interaction

Mobile-first

High-scale product thinking

High-scale thinking

3
Stabilitas
Risk Intelligence / Acquired

Sole designer through a critical growth and acquisition phase. Redesigned the severity hierarchy so security teams could act faster under pressure. Design assets used directly in acquisition materials.

photo of outer space
photo of outer space

Complex data visualization

Complex data

Enterprise UX

Information architecture

Content architecture

Design under constraint

Verticals

Verticals

AI productivity

Women's health

Food safety compliance

Fintech

Legal tech

e-Commerce

Enterprise data platforms

Enterprise data

Social platforms

Consumer mobile

Engage

Let's talk about your problem

Let's talk about your problem

I'm based in California and work with teams across the US. If you have a product that isn'tperforming the way it should, that's a good place to start.

Send a message