UX design and research lead my work, shaped by experience across agency environments and product teams. Accessibility is deeply personal, I build to make sure no one is left out.
true self.
Built through real product work,
not just screens.
CHAPTER 5
“PROMPTING TO BUILD”
DESIGN
SYSTEMS
OPPORTUNITY
Walmart Creative Services needed a vendor to take over production work and create reusable components for their e-commerce platforms. Creative design decisions were also part of the work, not just production. The goal was to reduce costs for building and updating UI modules quickly to stay competitive with other online stores.
SOLUTIONS
Using a Figma design system, I created new master components to meet design requirements not covered by the existing system. I also mentored onshore and offshore design teams, guiding them in Figma, the design system, and production workflows. I delivered assets and examples from client test projects to support their evaluation process for the contract bid.
IMPACT
We were awarded the contract. I helped lead the team to an agile process supporting real-time work and improving team efficiency, and began conducting regular retrospectives while introducing new applications and automated data collection methods. I also laid out plans to integrate Figma into Adobe Workfront for streamlined tracking, along with fully automated copy updates using AI tools.
FIGMA
+AI TOOLS
OPPORTUNITY
Reopening the design process in Figma for ongoing copy updates kept slowing everything down. Every change meant looping in specific designers and team members, which turned into a bottleneck for copywriters and project managers. It was clear there was a better way to handle updates without all the back-and-forth, saving time and cutting unnecessary costs.
SOLUTIONS
To fix it, we used AI to build a custom Google Apps Script connected to a Google Sheets plugin. Since the default plugin couldn’t handle date-specific updates in Figma, I took it further and created our own Figma plugin, giving us tighter control and automated content updates exactly how we needed them.
IMPACT
Being a regular at SXSW to be an early adopter of ChatGPT, I dove in with the idea to use AI llms to build our own tools, from generating JSON code to figuring out the right pieces to make it all work. I led the push with two other designers, and together we built and released a working plugin for us and the Figma community.
TOOLS
CHAPTER 4
“FIGHT FOR THE USERS”
UX
RESEARCH +DESIGN
OPPORTUNITY
Working with a startup that had been built by subject matter experts with a strong understanding of the space, I was brought in to focus on the front-end, helping define that foundation into a more cohesive, usable experience.
SOLUTIONS
Getting the team to allow direct conversations with users was the kind of struggle we UX designers often face. Those conversations revealed gaps in usability, visibility, and flow, which informed personas, a heuristic evaluation using Nielsen Norman Group principles, and ultimately a full front-end redesign, complete with a Figma-based design system using customized Material UI components and an iterative agile development approach.
IMPACT
I'm guided entirely by insights from real users, not the company or my personal preferences. Research revealed exactly what athletes and stakeholders needed, which informed every decision, from the interface flow to the design system in Figma. That approach gave the team a clear, user-driven sprint cycle and a sustainable process to evolve the platform based on real users needs, not guesswork.
Interaction
Design & Prototyping
OPPORTUNITY
A lender client believed they could only truly provide great customer service through personal relationships. However, they needed to reach an increasing millennial demographic and appeal to consumers in new digital ways. They knew they needed a digital strategy, but didn’t know what it was.
SOLUTIONS
In-store real world customer research and qualitative data gathering during the in-store interactions. Innovation labs with the customers and company leadership to continuously make improvements from real potential and existing customers. A serverless AWS instance with zero datacenter footprint.
IMPACT
The client collected $100 million in payments in 6 months. The redesigned app supports 15,000 payment transactions in a 24 hour period & has a 4.7 rating in the app stores compared to 3.2 of competitive apps.
DECISIVE
DATA
OPPORTUNITY
Oil field chemical service companies need to implement automated chemical field tasks and managing solutions throughout their global business.
SOLUTIONS
We transformed operations by replacing legacy systems, and yes, actual paper on clipboards, with modern, field-ready applications. Built from user interviews and UX research, these tools work offline (even offshore or out of range) and sync automatically when connectivity returns. The platform integrates with internal and external systems while supporting chemical service tasks, product and financial management, and predictive analytics with real-time notifications.
IMPACT
The digital transformation achieved bulk data consolidation, transfers and reduced enormous costs on labor and equipment. A true modernization of logistics and scientific operations, turning outdated, manual processes into a connected, data-driven ecosystem built for speed, accuracy, and scale.
TOOLS
CHAPTER 3
“THE AGENCY LIFE”
AGENCY
OPPORTUNITY
Organizations across education, telecommunications, and consumer packaged goods were constrained by legacy platforms, fragmented user journeys, and limited mobile optimization. As user expectations shifted toward seamless, on-demand digital experiences, these brands needed to rethink how their ecosystems functioned end-to-end, from discovery to conversion. The opportunity was to redesign and modernize digital touch points with a research-first approach, creating scalable, accessible, and performance-driven systems that could better support user needs while increasing efficiency across acquisition and engagement funnels.
SOLUTIONS
Led the design within agency development teams of end-to-end digital experiences grounded in customer experience strategy, responsive design, and performance optimization. Mapped user journeys and identified friction points across key flows, such as onboarding, content discovery, and conversion. I translated insights into intuitive interfaces and scalable design systems. Built cohesive digital ecosystems spanning websites, landing pages, and campaign-driven touch points, ensuring consistency across devices and platforms. Partnered closely with developers and marketing/research teams to implement mobile-first solutions, improve site performance, and leverage data-driven testing (A/B testing, analytics, and real-time optimization) to continuously refine the experience.
IMPACT
Improved usability and conversion by streamlining critical user flows and reducing friction across digital experiences. Increased engagement and completion rates through more intuitive navigation, faster load times, and mobile-optimized design. Enabled more efficient acquisition strategies by aligning research led decisions with performance data, resulting in stronger conversion funnels and more effective targeting. Established scalable UI frameworks and design systems that supported ongoing iteration, allowing teams to adapt quickly and continuously improve digital products based on user behavior and evolving business goals.
TOOLS
CHAPTER 2
“FROM DREAMS TO DESIGN”
MOTION+
VISUAL
DESIGN
TRIAL BY FIRE
Landing my “dream job” as the second gig out of college was surreal. It pushed me to keep learning and to create in service of the audience. I am always turning over every rock, discovering new tools, and finding ways to stay ahead. Animated menus, a strong online presence, and e-commerce storefronts weren’t standard practice back then, but I got to experiment and learn all of it. Those experiences lead my work today, constant curiosity by building experiences and being a catalyst for innovation in everything I do.
TOOLS
CHAPTER 1
