Help early-stage startups move from idea to shipped product with design strategy, process setup, and hands-on direction.

• Partner with founders to establish design foundations—from product vision to scalable processes

• Set up design operations, hire first designers, and define initial design systems

• Provide fractional design leadership for teams without full-time design executives

• Advise on product strategy, user research approaches, and go-to-market design needs

Also invest in early-stage companies through angel syndicates.

Coach senior designers and design leaders through career transitions, helping them level up their craft, navigate complex decisions, and break through blockers.

• Guide senior ICs through career pivots, promotion paths, and job searches

• Advise on portfolio strategy, positioning, and interview preparation

• Unblock designers stuck on complex problems—from stakeholder alignment to design system adoption

• Help professionals see what's possible by unlocking "aha moments" that drive meaningful progress

Built and scaled Roku's consumer & enterprise design system in Figma from the ground up, achieving 90%+ component adoption across 50+ engineers and 10+ product teams.

• Architected design token system and component library deployed across IoT, mobile, web, and TV OS platforms

• Pioneered AI/GenAI integration in design workflows—saving teams 10-20% time on transcription, insights, and presentations

• Collaborated on brand refresh including custom font creation, saving $1M in licensing fees

• Established structured design critique programs that elevated design quality across the organization

• Created governance models and documentation standards enabling self-service adoption

Led UX strategy and e-commerce optimization for Roku's commerce initiatives, translating business goals into seamless user experiences across web and TV OS platforms.

• Drove multi-year commerce strategy: 12% increase in digital wallet adoption, 59% surge in units sold, 2.3% improvement in conversion rates

• Directed 3-person design team launching 4 major commerce initiatives

• Shipped Apple Pay payment integration on checkout, improving conversion for millions of customers

• Redesigned accessories experience to drive direct-to-consumer sales and improve SEO for high-margin products

• Established design processes and rituals that scaled with team growth