Hello there. I'm a UX Digital Product Design Leader and Creative Director living in New York City.
I have deep expertise in crafting innovative, human-centered experiences across retail, e-commerce, editorial news, broadcast television, and digital content platforms. I excel at transforming strategic business goals into impactful, data-driven designs that engage users and drive revenue growth. I’m passionate about creating seamless omni-channel experiences that connect digital and in-store journeys, leveraging emerging technologies like augmented reality, live video shopping, and personalized loyalty programs to shape the future of digital commerce.
I lead by example, championing collaborative design, co-creation frameworks, and lean UX methodologies to deliver scalable solutions. I thrive on building and mentoring high-performance teams, fostering a culture of creativity, innovation, and craft excellence. Whether it’s pioneering zero-to-one products or enhancing existing experiences, I bring a strategic mindset and a hands-on approach to every project, ensuring exceptional user experiences that align with business goals.
PRODUCT DESIGN METHODOLOGY & APPROACH
My approach to design is flexible, inclusive, collaborative, and iterative.
Having witnessed the evolution of the digital landscape firsthand, I believe one of the most valuable outcomes of the expanding UX field has been the widespread adoption of Design Thinking. Although its roots trace back to the 1950s and 60s, Design Thinking found new life in the digital space as it matured throughout the 2000s.
In the early days, being a great "web designer" meant relying on intuition and collaboration—listening to inputs, conducting competitive analysis, understanding the audience, testing leanly, and constantly refining the craft. There were no definitive playbooks, just the opportunity to learn alongside the right people.
As the industry grew, Design Thinking became synonymous with innovative problem-solving. Yet, implementing it within large, established organizations wasn’t always straightforward—and still isn't. Despite the challenges, its value is undeniable. I’ve embraced this methodology throughout my career, guided by its core principles: empathy for the user, inclusivity and collaboration, rapid ideation and iteration, and the ability to adapt.
What I’ve learned is that no single approach fits all organizations, products, or business goals. Each situation comes with its unique set of challenges. However, even a light or “lean” application of Design Thinking brings clarity and direction to complex problems. I was particularly inspired by Sprint: How to Solve Big Problems and Test New Ideas in Just Five Days by Jake Knapp, which influenced many of the workshops I've designed and facilitated with great success.
While the industry and technology continue to evolve, my focus remains constant: bringing people together to collaboratively solve the right problems.
“The main tenet of design thinking is empathy for the people you're trying to design for. Leadership is exactly the same thing - building empathy for the people that you're entrusted to help.”
— DAVID M. KELLY
FOUNDER OF IDEO
While this general approach is my base, these are the areas I find the most important and rewarding as a designer and problem solver.
A strategic phase for discovery and framing is followed by an implementation phase where potential solutions are tested and validated in a lean environment, and refined through iteration.

Collaborating with both customers, internal teams, and stakeholders throughout the process is critical to determining what products and features should be built, how to build them, and allocating the appropriate resources for success. It's at this intersection where design thinking is effective and most advantageous to an organization.

Monitoring, measuring, and facilitating communication is the key to learning about customers and making accurate adjustments efficiently and swiftly. Therefore, product design is really never finished, but instead, it's an ongoing cyclical process used to elevate the experience of the customer and build brand loyalty.








