I drive the design vision, strategy, and execution for consumer-facing and B2B digital products, serving as a senior individual contributor and strategic partner to the Head of Experience Design. I operate as a primary design authority within the SF studio to ensure design quality and strategic coherence across critical work streams.

Key contributions:

• Led end-to-end design strategy from initial concept framing to final visual execution, translating complex requirements into intuitive and elegant interfaces.

• Architected and evolved a scalable design system, driving consistency across digital products and ensuring pixel-perfect execution at scale.

• Directed cross-functional integration by collaborating tightly with PM, Engineering, and Industrial Design to deliver unified hardware-software solutions.

• Spearheaded design excellence initiatives, leading critiques and mentoring junior designers to elevate the team’s craft, communication, and process.

• Navigated high-ambiguity environments to drive clarity and align design decisions with broader business goals through senior-level stakeholder influence.

• Drove platform-wide accessibility and responsiveness, leveraging deep expertise in platform patterns to optimize the user experience across all touchpoints.

I’ve focused on creating B2C websites, B2B products, and scalable design systems for select clients, continually pushing the boundaries of innovation to enhance digital experiences and deliver meaningful solutions.

I held sole ownership over the design vision, strategy, and execution for all digital products, primarily focusing on the marketing website and critical user flows.

Key contributions:

Led the end-to-end launch of the redesigned marketing website and order flow, directly increasing user engagement and boosting business metrics.

Directed design development and handoff, providing QA and continuously refining user flows post-launch to optimize conversion and enhance business value.

Spearheaded strategic initiatives like advanced address searching and new product promotion to maximize marketing impact and product visibility.

Architected and evolved a comprehensive design system, ensuring brand consistency and a cohesive user experience across all digital touchpoints.

Collaborated extensively with Product, Marketing, Sales, and Technology teams, serving as the primary design authority to align solutions with business goals and drive consensus.

Drove continuous UX/UI refinement through user research, emphasizing customer benefits and enhancing product visibility.

I led the redesign of their order flow and marketing website, collaborating closely with cross-functional teams including Marketing, Sales, Customer Service, and Engineering. I developed a comprehensive design system, ensuring brand consistency across all touch-points.

I streamlined the order flow, conducted user research, and collaborated with the Marketing team to effectively communicate the value proposition of Race Communications' services. This role allowed me to hone my skills in design strategy, cross-functional collaboration, and user-centered design.

I led user-centered digital strategies, modular design systems, and B2C and B2B platforms for global brands. In this fast-paced environment, I strengthened my skills in strategic design, systems thinking, inclusive design, and aligning business goals with impactful solutions.

Product Impact Highlight

FHLBank of San Francisco Website Redesign - 2024

Led the redesign of the public website, driving a 70% increase in website traffic and a 42% reduction in bounce rate. Implemented a WCAG-compliant design system, streamlining content management and reducing content updating time by 50%, resulting in cost savings for the bank.

Bank of the West Digital Experience - 2022

Key contributor for the redesign of online banking platform resulting in a 200% increase in product page views from the homepage and a 3x increase in user navigation to account opening pages. The Design System developed during this project, reduced development time by 34%, and was recognized with the iF Design Award and Indigo Design Award in 2023.

Featured Clients

Adobe, Bank of the West, BoxLock, Brosnan Security, Coca-Cola, Converse, FHLBank San Franciso, Hewlett-Packard, Race Communications, Vitro Glass, Vuse Vapor... and more.