I’m a Product & Design leader in San Francisco. I build teams to scale design excellence, driving measurable business and customer outcomes — without losing empathy, collaboration, or creative spark.
Great design begins with empathy, thrives on strategy and scales through trust.
I believe that design is essential to building great products—setting a vision, reducing risk through research, and making the complex possible through simplicity. I lead by hiring great people, helping them navigate ambiguity, and encouraging them to develop a strong point of view grounded in user needs, business goals and product strategy.
Case studies from BigCommerce
CASE STUDY IN PROGRESS
Elevating design craft & UX quality at scale
I led a multi-year effort to elevate UX quality at BigCommerce—tackling legacy debt, improving design craft, and founding a Platform Design Team that set the standard for building better, more consistent products at scale.
The creation of a Platform Design team, along with building a cultural and process shift to focus on UX quality, allowed us to drive improvements across the platform in a systematic way.
Ultimately, my work helped shift the mindset from "just ship it" to "build it right and make it last." We laid the foundation for a stronger, more consistent, and more trustworthy platform—one that could evolve with our users and scale with our business.
Control Panel redesign
When I joined BigCommerce, the Control Panel—the admin interface that thousands of merchants used to manage their stores every day—had an outdated design and a confusing interaction model that merchants stumbled through while trying to run their stores, not knowing where they were in the menu.
No product team owned this important part of the UX; decisions were decentralized, made by domain teams as their projects required. This resulted in an antiquated, jumbled UX.
I championed a redesign and the need for a fully staffed team to own the admin panel, search, onboarding and other central connective utilities. I guided the team to take on a user-centered, data-informed process to ensure that design decisions were sound, supported our future vision, and that we had visibility with senior leadership.
I was especially proud of this project, as it was a great example of a high quality product delivery that incorporated skillful collaboration across many people and was ultimately adopted by 100% of our users, with no complaints to
CASE STUDY IN PROGRESS
Research as a strategic influence
After years of focusing on SMBs, our company shifted toward serving enterprise merchants—a very different audience that the SMB one we knew. In 2022, with my UX researcher, I led a longitudinal study to uncover why SMBs were churning within their first six months. Then in 2024, we partnered with Product Marketing to understand how our Ideal Customer Profile (ICP) perceived and used our platform. We learned merchants viewed key products as “incomplete” and expected core features to “just work.” These insights directly shaped strategy, prompting a company-wide initiative—Brilliant Basics—to improve essential ecommerce functionality and reduce churn.
CASE STUDY IN PROGRESS
Multi-currency and multi-storefront; supporting global expansion
In 2018-19, I created the designs for BigCommerce’s multi-currency pricing experience—an essential feature for international merchants looking to grow global sales. My work involved the creation of some innovative features, including transactional / display currencies, filtering payment methods by currency, and the ability to add fixed prices by currency to price lists. The result was an experience that set the groundwork for more international facing features to roll out, and enabled merchants to sell across borders.
This helped BigCommerce better compete in global markets, unlocking a revenue stream of $600m GMV from international sales.
Design summits and north star design work
To align the product and design orgs around future direction, I organized a series of Design Summits—focused sprints where the team used visual design to articulate bold product visions across company initiatives, including B2B, International, Storefronts (Catalyst), and Catalog. These artifacts became north stars for us, for teams and cross functional stakeholders.
One standout moment was in the User Permissions space—a high-priority area with no clear path forward. I mentored a junior designer through a journey mapping workshop and vision sprint. She ultimately presented the concept at a company-wide all-hands, and her early vision laid the groundwork for the feature that was later built. This was a powerful example of how design vision—and the right coaching—can unlock momentum, clarity, and talent development.nd presented it at a company all hands.