I help teams turn strategy into cohesive product experiences—grounded in research, and powered by craft, design systems, and AI-enabled workflows.
I help product teams translate vision into coherent UX strategy—by building design orgs, systems, and AI-enabled workflows that scale quality, craft, velocity and trust.
I’ve built and coached global design teams—creating clarity, accountability, and growth paths that enable people and products to scale together.
My approach
Great design begins with empathy, but it scales through systems.
I believe strong products are built by healthy design organizations, that combine clear operating systems and strong people leadership, so teams can translate product vision into coherent UX strategy and execution.
My approach integrates research, clear standards and pragmatic use of AI to reduce complexity, improve decision-making, and help teams deliver high-quality work consistently at scale.
BigCommerce is a SaaS ecommerce platform that powers over 40,000 stores globally.
Projects & initiatives
Control panel redesign
Rebuilding the core admin experience for thousands of merchants
Challenge
The control panel was a daily pain point for 100,000+ merchants, but it had no ownership or roadmap priority.
My role
I fought to get this built—then helped stand up the team, and ensured a user-centered redesign from concept to launch.
Results
Shipped a modern, intuitive control panel with:
94% customer opt-in at initial rollout
100% migration upon iteration and rollout
50% improvements to NPS and 26% reduction in navigation-related support tickets
Enabled award of BC’s first Quality ISO 9001 certification
Platform design & UX quality
Elevating design craft & UX quality at scale
Challenge
We were building in siloes. Things didn’t look or act the same across domains. Third party app developers were building app integrations without guidelines or consistency. Even our own designers didn’t know what patterns to use or how to decide on which ones to use.
My role
We needed shared foundations and clear ownership to scale quality across teams. I drove the UX cross-functional quality initiative and formed the Platform Design Team combined with DevEx. This created clarity to rebuild and maintain our design foundations while providing compelling business rationale to invest.
Results
Over ~30 released products and features utilized these patterns and foundations
Logged 700+ and resolved 290+ UX debt tickets
Contributed to a 20% improvement in developer efficiency for common UI patterns
Pattern, style and component guides used by over 2,500 people on Figma community
UX research as a strategic lever
Used new research approaches to identify churn reasons and shape product direction
Challenge
High SMB churn and unclear enterprise needs were limiting growth, impacting decision-making.
My role
Led a multi-part research program that 1. revealed root causes of SMB churn and 2. clarified enterprise customer expectations, presented to executive leadership.
Results
Informed product strategy in addressing problem areas, directly shaping the “Brilliant Basics” strategy and guiding roadmap decisions.
Research findings played a strategic role in shaping product direction.
Design summits & north star vision work
Aligning teams through design-led vision and mentorship
Challenge
Teams were stuck in delivery mode with little space to envision longer-term product futures or align around shared north-star direction.
My role
I created the structure, facilitated the summits, and mentored designers to develop bold vision concepts that influenced the product roadmap.
Results
Dedicated design-led vision work aligned teams and sparked product innovation. Produced and gave visibility to north-star concepts later used including User Permissions, B2B Quote generator, AI Copywriter, and Catalyst.
Multi-currency & multi-storefront
Enabling merchants to grow globally through innovation
Challenge
BigCommerce lacked the multi-currency and multi-storefront capabilities needed for merchants to compete and expand globally.
My role
As an IC/Manager, I designed the end-to-end multi-currency experience and drove a multi-storefront alignment summit that helped establish the foundation for BigCommerce’s global commerce capabilities.
Results
Updates to the experience enabled sales to grow in Europe and international markets, unlocking revenue stream of $600m GMV from international sales.
Blurb is a self-publishing platform that allows photo book makers and creative professionals to create, publish, sell and distribute books and magazines in both print and digital formats.
Onboarding redesign
Lowering the barriers to book creation
Challenge
An outdated, confusing site and broken onboarding that forced downloads on page load were hurting conversion to book creation.
My role
As Director of UX, I led the redesign effort, drove vision and execution across design and engineering, and ensured the new experience lowered barriers to getting started.
Results
Rebuilt the site with a modern UI, improved onboarding, refreshed Help Center content, and eliminated thousands of legacy pages, improving conversion to book creation by 10%. Core elements of our redesign still remain to this day.
