I make systems work for humans, at every altitude.
Fifteen years of founding and leading design teams, and staying close enough to the work to build products.
UX Researcher
2011–2014
Head of UX
2015–2018
Senior UX Manager
2018–2021
Lead Product Designer
2021–2023
Lead Experience Designer
2024–
Driving product coherence at scale
When teams build independently, products fragment. I align them around the user's journey so the whole feels like one product, and holds together as a system teams and their agents can build on.
Aligning teams through an IA redesign
Unified seven teams' fragmented B2B app behind one information architecture. ~20% more users reached their intended flows, and the IA outlived me by years.
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Shaping strategy through design vision
A strategy argument needs something to point at. I use vision prototypes to make decisions easier, show where teams actually disagree, and feed concrete roadmaps and specs.
Setting direction, down to the details
A new layer over seven services, held together by one prototype that carries today's scope and the long-term picture at once.
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Embedding discovery into product decisions
Good products come from understanding, not assumptions. I make discovery rigorous enough that the understanding lasts, becoming context the whole team and their agents can act on.
Raising org maturity through product work
Used real product work to pull a startup's practices up a maturity level, discovery by example, not decree.
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Building and scaling design teams
A good team makes everyone around it better. I build teams with clear growth, embedded practice, and deliberate org design.
Designing a UX team
Built Emarsys' first UX team and practice from scratch, with the next two heads of UX promoted from within.
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Foundations
Earlier, as a UX researcher at Prezi, I built the craft this all rests on, and a habit of learning in public.