FROM IDEAS TO IMPACT—DESIGN-lED PRODUCT STRATEGY

I help teams navigate uncertainty, align around user needs, and deliver outcomes that move the needle for real people and business.

Design-led product strategy shaped by pivotal moments.

I’ve spent my career leading teams and shaping solutions at the moments when companies need to evolve—new product launches, funding rounds, brand reinventions, and digital transformations built to scale. I bring systems-level thinking, design precision, and cross-functional momentum to every team I work with.

I’ve partnered with companies like Dr. Martens, Fracture, Fully, and Streem—supporting 0→1 builds, scaling product systems, and preparing platforms for acquisitions and rapid growth. At Fully, I helped grow the brand toward its sale to MillerKnoll; at Fracture, I led conversion and platform updates ahead of its private equity acquisition; at Streem, I led the 0→1 MVP that led to secured funding and its acquisition by FrontDoor.

Most of these engagements began as standalone projects and evolved into fractional leadership roles across product and design. My focus spans product ecosystems from onboarding & personalization to conversion strategies—set by vision and grounded in collaboration, learning, and iteration.

FEATURED PROJECT

Bob’s Red Mill / Platform Transition + Design System

Built a comprehensive design system using component variants, booleans, and tokens—spanning everything from logos to dynamic content rows. The system included high-fidelity prototypes, motion guidance, type styles, and spacing/layout standards—all created to support a platform transition from Adobe Commerce to Craft CMS. Designed for handoff, the library enabled long-term internal ownership and scalable maintenance post-launch.

Read the case study

Experience

Design Director — UX, Product Design & Strategy | Graybox | 2023 - Current

Design Director / Partner | Unexplored | 2016-2024

Director, Product Design & Creative | The Art of Education University | 2021-2022

Associate UX Director | Huge | 2016

Design Director | Copious | 2013-2016

Principal Designer | SnapFlow | 2012-2013

Sr. Art Director | LiveAxle | 2005-2012

Lead Designer | PCD Group | 2000-2005

Areas of Expertise

Strong design leadership means bridging strategy and execution—guiding teams to step back and ask the right questions before jumping into solutions. Stay close to the work, help teams navigate complexity, and enable informed decisions so the right experiences can be created.
The foundation for scalability, efficiency, and consistency. A well-structured system reduces friction, aligns teams, and enables products to evolve cohesively—ensuring clear guidance and continuity, whether work is handled by a core team, new hires, or external partners.
Understanding user behaviors, tasks, and priorities is the foundation of great design. A balance of research, observation, and data ensures solutions are rooted in empathy, not assumptions—leading to more intuitive, effective experiences.
A product is never done. Needs evolve, behaviors shift, and we uncover unexpected patterns. We learn, we adapt, and we refine—testing often and challenging assumptions to ensure solutions stay relevant, effective, and adaptable over time.
The best products emerge from shared principles, open critique, and trusted collaboration. I help teams align early, work transparently, and create together—turning diverse input into clear, confident decisions.