About

I've always been drawn to complex problems

The moments when a company is evolving its product, rethinking its brand, modernizing a design system, or figuring out how AI fits into the way teams work. Those moments are rarely about designing a better screen—they're about designing a better system.

That's the work I enjoy most.

Over the past 15+ years I've worked across product, brand, design systems, and customer experience, helping organizations turn ambitious ideas into products people trust and teams can confidently build.

While my career has included leadership roles, I've always been happiest making things.

AI has brought me back to something I love most: building.

Today my workflow blends product thinking, visual design, rapid prototyping, code, and AI to explore ideas quickly, test assumptions early, and transform ideas into tangible experiences. I don't see AI as a replacement for design. I see it as another creative material—one that expands what's possible while making human judgment, taste, and curiosity even more valuable.

My Approach

Every project is different, but my process usually follows the same pattern.

Frame the opportunity

Before discussing solutions, I focus on understanding people, context, and business goals. Better products begin with asking better questions.

Build to learn

Ideas become real through prototypes, experiments, and conversation. The goal isn't to prove we're right—it's to learn as quickly as possible.

Improve the system

Whether I'm designing an interface, evolving a design system, introducing AI into a workflow, or helping teams collaborate more effectively, I'm always looking for ways to leave the system better than I found it.