Specialties
I specialize in driving user and business impact across the product lifecycle, from zero-to-one product development to optimizing conversion and long-term retention. My approach combines user-centered design, rapid experimentation, and close collaboration with product, engineering, and growth teams to deliver experiences that engage, convert, and retain.
0-to-1 Product Strategy
Bringing clarity to ambiguity and building scalable design foundations that set products up for long-term success.
Conversion Optimization
Aligning user needs with business objectives by uncovering friction points and driving A/B-tested design improvements that convert.
Cross-Product Strategy
Driving user acquisition and engagement through strategic design across multiple products.
Principles
1 / Lead with context
Context turns good design into strategic design. It’s the difference between designing features and designing outcomes. By ensuring the team understands the user, business goals, and technical landscape, designers are enabled to make informed decisions, act autonomously, and deliver solutions that drive meaningful outcomes.
2 / Don't assume good intent
While assuming good intent is a positive mindset, it still remains an assumption. Rather than simply adjusting your perception, strive to genuinely understand where others are coming from and the information shaping their decisions. Everyone brings their own perspective, understanding, and goals to the table. By recognizing this, you gain deeper insight into their choices and foster true collaboration, moving beyond just working alongside one another.
3 / Be indispensable, but don’t be a hero
Being indispensable is about more than just doing your job well, it’s about making a meaningful impact and becoming someone your team truly trusts and relies on. But taking on too much to avoid letting others down can quickly lead to burnout. Be a driving force for your team’s success, while setting boundaries and prioritizing your own well-being. When you take care of yourself, you can show up stronger and make an even bigger difference.