About
“Design is so simple. That’s why it is so complicated.”
- Paul Rand
What happens when we create products that reflect, understand, and resonate with the human condition? This question has a consistent theme over time: design is a mindset. It’s an attitude—a criticism, a curiosity, a resolve, a risk. It’s the mental exercise of constant curiosity, communication, and visualization of the complex and unknown.
How can we create new landscapes, forms, and discourses that go beyond our established norms? What new standards can we create for our behaviors - how we drive our cars, how we sit at our desks, how we drink our coffee? and will the solutions we create truly alleviate the problem or will they create new ones? All of this is design.
“We can improve some things, but it’s not spectacular to improve…It’s always a very important thing, but it’s not a spectacular thing. We have to learn a little bit; it’s not the spectacular things that are important. The unspectacular things are the important things, especially in the future.” — Dieter Rams
We all have a story. Mine is still being written - The Four Cities. A living visual biography of my journey.
Career Experience
Skills
• B2B/SaaS Design - Designing for complex, multi-layered enterprise platforms: software, dashboard applications, automation features, management features, etc.
• B2C Design - Designing for complex direct to consumer platforms and products, mobile apps, web apps, websites, etc.
• Project Management - Dependable track record in cross-functional collaboration, and resource facilitation across large-scale, urgent, demanding, and ambitious projects.
• UX Design - Skilled in creating user driven experiences encompassing the complete user journey of acquisition, integration, and lifetime value.
Research - customer & market analysis, user testing CSATs, etc. measurable design KPIs, competitive analysis, HEART Framework, etc.
Personas - customer archetypes and use cases, JTBDs, CXOs, etc.
Flows - wireframes, journey mapping, and low fidelity information architecture.
Process - Iterative framework for rapid delivery via discover, define, design, develop, and deliver.
• UI Design - Skilled in creating the product’s visual first impression encompassing the appearance, intractability, usability, and overall feel.
Elements - product design system, buttons, colors, components, styles, layouts, icons, navigation, etc.
Principles - product foundation, intuitive interaction, user psychology, color theory, Design Thinking EDIPT, etc.
• Information Architecture Design - Designing for product structure connecting the user, context, and content to ensure an accessible, positive, easy to use experience.
• Monetization & Business Strategy - Aligning product design with business growth objectives, roadmaps by integrating revenue-generating features for a positive user experience, without impacting user satisfaction and engagement.
• Critical Thinking - Analyzing problems, feelings, and trends to evaluate the effectiveness of design solutions to meet user needs and business goals.
• Branding & Identity - Experienced in designing cohesive brand identities for sustainable lasting product image, impression, and representation.
• Attention to Detail - Problem solver with a keen and meticulous process for design ensuring high-quality outcomes, polished final products, successful creative solutions.
• Collaboration & Communication - Foster an open, efficient, and calm space with all stakeholders for strong morale, trust, and feedback for a positive work environment.
Software Proficiencies
UX/UI Design - Figma, Sketch, Adobe Photoshop, Illustrator, After Effects, Media Encoder
Research - Exploding Topics, UserTesting, Google Analytics, Maze, Userlytics
Prototyping - ProtoPie, Principle, Figma, Flinto, Framer, Origami Studio
Documentation & Presentations - Keynote, Google Suite, PowerPoint, Quip, Notes, Pages
Collaboration - Slack, Microsoft Teams, Miro, Notion,
Project Management - Jira, Trello,
AMAZON MUSIC Oct 2022 - Aug 2024
SR. PRODUCT DESIGNER
Run full stack design process for scalable B2B and B2C products within the Amazon Music team, focusing on seamless integrations with third-party (3P) partners, acquisition initiatives, visual improvements initiatives, and ubiquitous product features.
Enhanced app user experience, improving customer trust for multiple user segments, contributing to Amazon Music’s strategic goals including increased AMU by 25%.
Lead strategic initiatives for the design team with cross-functional teams (Devs, PMs, etc.) to refine, streamline, and deliver solutions, achieving higher user satisfaction, maintaining customer obsession, and optimizing product usability. Improved project delivery by 15%.
APPLE MARCOM - via TEKsystems Sep 2019 - 0ct 2022
SR. INTERACTIVE DESIGNER
Run full stack design process to deliver interactive in-store experiences for Apple Retail, prioritizing purchase integrity, learning activations, and streamlined fit for users within the ecosystem. Increased AirPods sales by 25%.
Developed user-centric design initiatives striving to improve customer engagement across various touch points, activations, and interactions supporting Apple’s global retail strategies. Increased product bay engagement by 35%.
PIXWEL LLC Aug 2018 - Aug 2019
HEAD OF DESIGN
Redesigned post production enterprise software for improved localization, asset distribution & management, and facilitation of global content delivery. Improved B2B software adoption by 25% through redesigned embargo & localization features.
Delivered improved design system including elements, components, and standards for complete product overhaul. Improved experience increased acquisition by 25%
SPOTIFY "LISTEN & LOUNGE" - via Event Farm Jan 2017 - May 2017
PRODUCT DESIGNER
Spearheaded the full design process for an interactive audio bar experience, to engage attendees with an exclusive listening experience via themed cocktails.
Designed adaptive UI and admin controls for seamless integration with Spotify. Deployed successful experience, aligning with Spotify’s core brand and business objectives.
"NIKE BY NYC" SOHO LAUNCH - via Event Farm Jun 2016 - Nov 2016
PRODUCT DESIGNER
Delivered digital on-demand retail experience for the Nike NYC Soho grand opening, focusing on redesigning the NikeiD interactive interface into a more user-friendly, efficient, and scalable experience for unique artist collaborations, and new brand offerings deployed for large-scale retail activations.
Expanded on the olympic project success with improved customization patterns, information architecture, and gestural navigation within the interactive interface facilitating Nike’s brand vision for consumer creativity and trust.
NIKE UNLIMITED HOUSE - via Event Farm May 2016 - Aug 2016
PRODUCT DESIGNER
Designed and delivered the digital experiences for Nike’s Olympic pop up and ambassador hotel experience via a user-friendly interactive interface supporting large-scale on demand retail activations, experiences, and products.
Partnered with Nike Project managers to deliver information architecture, UX, and UI design for a tablet-based interactive retail experience, and mobile concierge app.
Delivered successful interactive experience increasing attendee engagement - 40% of athletes 50% of civilians created custom nike apparel - and customer brand loyalty.
EVENT FARM Apr 2016 - Jun 2018
LEAD UX/UI & PRODUCT DESIGNER
Run full design process for internal Event Farm products - event management software and mobile check-in app. Redesigned check-in app experience via updated UI: bottom level search, and gestural interactions increasing adoption and check-in rate by 50%.
Delivered successful experiential technologies for clients: Nike, Spotify, etc. via the full stack design process: Discover, Define, Design, Develop, & Deliver, for increased partnership, retention, and revenue.
