How I Got Here
I've spent over 15 years bringing order to design chaos.
My path started at Paramount and later DIRECTV/AT&T, before I formally pivoted into UX. In the beginning, I was dipping my toe into wireframing and leading cross-platform marketing-focused content launches. Later on, I was managing a team of producers and partnering with engineering to improve homegrown tools we relied on for daily work.
Reflecting back now, I’m struck by how little we understood users’ needs, and how much time we wasted in review and development cycles. But those experiences taught me how organizations actually work, and where they break down.
Now I specialize in stepping into organizations where user-centered design is either missing entirely or just not working, and building something that actually sticks around.
At eSalon, I built their first UX design practice and fixed an upsell flow that was broken; customers were bouncing instead of taking upsells. At UC Irvine, I introduced product design into an enterprise environment heavy with functional requirements, creating processes that could parse those requirements into user-focused design solutions.
What keeps me engaged isn't making interfaces prettier, although that’s important. It's building systems where good design work can scale, where teams align, and where outcomes show the impact design can make.
Not a good picture of me,according to my Dad.
Skills Iceberg
UX Writing
UX & UI Design
User Flow Optimization
Information Architecture
UX Strategy
Content Strategy
Evidence-Based Decision Making
Requirements Analysis
Systems Thinking
Data Analysis
AI Efficiency Multiplier
Cross-functional Collaboration
Async Communication
Workshop Facilitation
Team Leadership
Mentoring
UX Research
User Interviews
Developer Handoff
Heuristic Evaluation
Accessibility (WCAG)
How I Work
Structure First
I start by getting everyone on the same page about roles, outcomes, and what we're working with. This cuts down on confusion, helps us move faster, and aligns the team on what success looks like.
Systems Are Strategy
I build systems that make good decisions repeatable. Whether it's a component library or a way to synthesize research, the goal is always shared understanding and faster alignment.
Insights Should Be Actionable
I don't just identify problems. I turn research into decisions, frameworks, and process changes that teams can actually use. The goal isn't just insight, it's forward motion.
Navigate Ambiguity
When there's undefined backend logic or fuzzy handoffs, I turn that into something everyone can understand through facilitation, documentation and visual artifacts. This keeps everyone aligned and moving in the same direction.
Design is a Leadership Function
Design isn't just a service team. I use UX to surface problems early, advocate for product roadmap prioritization, and keep teams focused on the real user problem instead of just the feature request.
AI as Augmentation
I use AI tools to help with copy, research, and documentation. Not to replace what designers do, but to extend what's possible. The result is better UX writing, faster synthesis, and smoother handoffs.
Career Timeline
2007
Paramount
- First hands-on UX design project: a pop culture prediction market (similar to current-day Kalshi)
- Launched and managed branded entertainment microsites tied to MTV/VH1 shows
2010
DIRECTV & AT&T
- Led cross-platform content strategy and merchandising for streaming products, including DIRECTV Now and DIRECTV Everywhere
- Managed and mentored a team of six digital content producers
2019
UX Consulting
- Directed end-to-end digital projects leading discovery, research, content strategy, UX design, and launch execution
- 202% increase in local search traffic (healthcare)
- 36% increase consultations (healthcare)
- 13% increase paid memberships (ecommerce)
2021
eSalon & UCI
- Established first product design practice at a D2C ecommerce company
- Mentored junior researcher into senior UX designer
- Cut conversion loss from –7% to –2% in upsell flow, boosting AOV and LTV
- Led creation of WCAG-compliant design systems
Now
Early Career & UX Foundations
→
Pivot to UX
→
Product Design Leadership
