UX STRATEGY · SYSTEMS THINKER · HUMAN FIRST

I design productswhere the hard part isthe system underneath.

Turning constraints, business rules, and user behavior into product experiences people can actually use.

A good frame of the problem is worth a thousand pixels.

I work upstream of the interface—clarifying the problem, finding the constraints that actually matter, and connecting evidence to product decisions before committing to a solution.

FROM SYSTEM TO SURFACE

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Proof in practice

Turning complexity into better outcomes.

  1. ~50% faster

    iOS checkout completion

    Simplified a dependency-heavy mobile flow while the platform was changing.

    Mobile

    View case study

  2. 40% fewer

    payment-related support tickets

    Clarified payment expectations and error states before order completion.

    Trust & Clarity

    View case study

  3. Reframed

    cart & checkout as a growth system

    Moved beyond screen-level optimization into pricing, validation, eligibility, and fulfillment.

    Marketplace Systems

    View case study

  4. Repeat purchase

    across the shopping journey

    Designed retention as a system across product, messaging, and post-purchase.

    Retention

    View case study

I do my best work where the problem is complex, the constraints are real, and design has a seat in shaping what gets built.

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