I help founder-led businesses turn what is held in the founder’s head into the structure the team can run on, clarifying how the business works, where decisions live, and how the customer experience should work.
Friction is a signal. I follow it.
It rarely starts where you feel it. I lead product and design from the screen back to the decisions behind it.
A screen that needs explaining
A support call that repeats itself
A cancellation no one saw coming
Everything is priority one
Work that ships off target
Rework nobody planned for
A roadmap with no ranking
A conversion target with no owner
The operating model and the customer experience drifted apart.
Customers feel it first.
By the time it reaches the team, it looks like an execution problem.
In the plan, everything is a priority, so nothing is.
So I go upstream.
Fix the model, and the friction goes with it.
Customers feel it first.
A screen that needs explaining
A support call that repeats itself
A cancellation no one saw coming
By the time it reaches the team, it looks like an execution problem.
Everything is priority one
Work that ships off target
Rework nobody planned for
In the plan, everything is a priority, so nothing is.
A roadmap with no ranking
A conversion target with no owner
So I go upstream.
The operating model and the customer experience drifted apart.
Fix the model, and the friction goes with it.
Every business drifts. The work is noticing before customers do.
How I work
- Get close to the work. The screens, the standups, the support queue. I watch the work move before I change it.
- Trace it back. I follow what I see to the point where it started.
- Make it clear enough to act on. Then I build the structure that fixes it there.
Experience
Joined to lead UX alongside a 20-person outsourced engineering partner. When the product team left, took on product for the whole company, then built product and design in-house, partnering with the in-house engineering team.
- Buying experience.Led the rearchitecture of the buying journey from plan first to shop first, to cut false starts: new customers who signed up and never placed a first order. Food-first navigation, a persistent cart, product metadata and behavior tracking.
- Conversion.Diagnosed how upstream traffic quality was driving conversion, reframed the metric for leadership, and built a shared conversion view across Marketing, Product and Finance, targeting a meaningful conversion lift.
- Native app.Led strategy, product direction and design for Purple Carrot’s first native mobile app, owning the relationship with the external technology partner.
- Experimentation.Built an automated research and experimentation stack for under $12K a year, with A/B governance and a weekly signal review the company adopted.
- Team and operating model.Brought product and design in-house after the outsourced partnership ended, partnering with the in-house engineering team. Wrote the decision-rights and capacity-planning frameworks other departments adopted.
- Stepped in as the company’s product lead when the product team left, reporting to the CEO and directing the outsourced engineering team.
- Hired Purple Carrot’s first in-house product managers and designers.
- Kept the core product and design team intact through a full leadership transition.
- Led UX across the digital platform with a 20-person outsourced engineering team.
- Modernized the design system with Engineering, speeding up development and reducing design inconsistency across teams.
- Owned product and design for clinician onboarding on a two-sided marketplace connecting nurses and allied health workers with the facilities that staff them, working as both product manager and designer.
- Redesigned the core onboarding flow for a location-based platform to reduce friction for new clinicians.
- Ran field research with clinicians to find the friction points that shaped the roadmap.
- Sole UX designer at a Series A health-tech startup for three and a half years, turning a clinical tool into a patient experience platform used across multiple care systems.
- Designed a HIPAA-compliant SMS system for real-time communication between patients and care staff.
- Designed the patient experience across web, tablet and in-room screens.
- The only design voice across care teams, administrators and engineering.
UX/UI Designer at Next Step Living (2015 – 2016) and UX Designer in Pearson’s K-12 technology group (2010 – 2015). Before that, chapter designer for Pearson textbooks, and graphic designer for Houghton Mifflin, Boston Capital and Print Resource.
Capabilities
- Product and design leadership.Product and design owned together, vision and roadmap, PRDs, design systems, decision rights, capacity planning.
- Service and experience design.End-to-end customer journeys, onboarding, subscription and membership models.
- Conversion and growth.Funnel diagnosis, experimentation and A/B governance, shared conversion targets across teams.
- Discovery.Continuous discovery, field and automated research, weekly signal reviews, usability testing.
- AI in practice.Research synthesis, experimentation, content operations, rapid prototyping.
- Tools.Figma, Looker, Snowflake, Amplitude, Speero, Jira, Notion.