Design Leader.Systems Thinker.UX Strategist.
Creating structured, research-driven design environments that reduce friction, elevate teams, and support enterprise growth. With 20+ years of experience, I focus on mentoring and building repeatable UX processes that turn complexity into confident, accessible digital experiences.
Spotlighted Work
High-Precision Automation Systems
A developer of precision automation and motion solutions that power modern manufacturing. A redesign brought clarity to their products, systems, and technical expertise.
Global Distributor and Engineering Partner
A global distributor and engineering partner supporting connected technologies from concept through production.
Electronic Engineer Calculators
Online conversion calculators delivering fast, practical tools for everyday engineering calculations.
PCB Builder
A PCB Builder streamlines how engineers upload, compare, and order printed circuit boards.
Philosophy & Approach
Building Experiences That Endure
Great UX is not a layer applied at the end. It is a discipline that shapes how a company makes decisions.
As a Director of UX, my role is not simply to oversee design output. It is to design the operating conditions under which exceptional products and exceptional teams can consistently emerge. Growth without structure creates entropy. My work ensures it compounds advantage instead.
Start With Strategic Clarity
Before roadmaps, before wireframes, before research plans, there must be alignment.
What problem are we truly solving?
For whom?
What institutional advantage does this create?
How will success be measured at the business level?
Clarity at the beginning prevents downstream waste, misalignment, and reactive execution.
Discovery With Discipline
Exploration without structure produces noise. Structured discovery reduces risk.
Uncover unmet needs through qualitative research.
Analyze behavior to expose friction and opportunity.
Map journeys to reveal systemic breakdowns.
Test hypotheses early, when change is inexpensive.
Discovery informs prioritization upstream and increases confidence before scale.
Design as Infrastructure
Strong experiences are coherent because the organization is coherent. That coherence is intentional.
Clear decision rights across Product, Engineering, and UX.
Design systems that reduce duplication and drift.
Governance models that protect experience quality.
Incremental modernization over disruptive redesign cycles.
Designing in the Age of AI
AI accelerates production, synthesis, and personalization. It also amplifies complexity.
Establish guardrails for AI-assisted workflows.
Design interaction models for probabilistic systems.
Ensure explainability, accessibility, and trust.
Integrate AI responsibly into discovery and delivery cycles.
Speed without structure creates fragmentation. Infrastructure ensures acceleration compounds rather than destabilizes.
Teams That Think, Not Just Execute
Strengthen judgment, not just craft.
Articulate trade-offs in business terms.
Defend decisions with evidence.
Operate with shared principles and measurable accountability.
The goal is autonomy. A team that does not depend on heroics, but operates with cross-functional trust and executive credibility.
Outcomes Over Output
Screens are not success. Shipping is not success. Output is not impact.
Adoption. Retention. Conversion. Efficiency. Behavioral change. Risk reduction.
If the experience does not move the metric or reduce systemic friction, we adjust.
The Standard
Design is trusted at the executive table.
Customer intelligence informs prioritization early.
Quality is predictable, not dependent on individual brilliance.
Systems reduce chaos instead of creating it.
Products scale without collapsing under complexity.
That is the work.