I figure out what's actually broken and help teams fix the right thing.
Over the past eight years I've worked on marketplaces, fintech products, logistics platforms, and internal tools — mostly in situations where mistakes are expensive and users don't get second chances to trust you.
I've learned that design is usually the straightforward part. The harder work is diagnosing why something isn't working — a drop-off that nobody can explain, a flow that's technically correct but operationally useless, incentives that push users in the wrong direction — and then getting a cross-functional team to agree that's what we should fix first.
I lead design work that spans product strategy, UX, and delivery. Teams tend to bring me in when progress has stalled or when a product needs to go from "it works" to "people actually use it." I care about outcomes that hold up: better conversion, less friction, more trust, fewer support calls.
Most of what I work on now is mobile-first, at scale, in markets where the infrastructure doesn't always cooperate.
