23 years of turningideas into products.
With over 23 years in design, I've collaborated with some of the world's leading brands, including Zynga, Sony, Abbott, and American Express.
My journey has been all about transforming ideas into engaging and intuitive digital experiences, combining creative vision with strategic execution.
Whether it’s leading a project from concept to launch or refining an existing product, I bring a wealth of knowledge and a passion for crafting solutions that resonate with users and drive results.
Taking a messy problem and turning it into a product people actually get on the first try.
I start by sitting with users and the data until the problem is almost boringly obvious. Then I move fast: AI tools to explore, Figma for the craft, real prototypes instead of pretty decks, and specs engineering doesn't have to guess at. I stay through QA, because what ships is what counts.
The part people actually touch. Interfaces that feel obvious, look sharp, and hold up across every screen and state.
Systems first: tokens, type, spacing, components. That way dark mode, or the next 20 features, doesn't mean redrawing everything by hand. Then the details nobody specs: the empty state, the error, the 'what happens if' moments that decide whether something feels finished.
Building and running design teams that ship. I founded Create Ape and grew it to a 70-person design agency, so I know the business behind the pixels.
Hire for curiosity, give people real ownership, and stay close enough to the work to raise the bar without hovering. Low ego, high standards. I partner just as closely with product, engineering, and sales, because good design dies in the handoff when those relationships are weak.
Deciding what to build before anyone opens Figma. Roadmaps backed by research, not by whoever's loudest in the room.
Heuristic audits, stakeholder interviews, analytics, and competitor teardowns. Then I boil it all down into a story an exec can act on in one meeting. If the data disagrees with the founder's instinct, I'll say so, diplomatically.
Making sure the product and the story around it feel like they come from the same company.
Brand realignment, style scapes, websites, and launch microsites, built to convert, not just to look good on Dribbble. I keep what makes a brand iconic and fix what's quietly costing it sales.