Product designer with 12 years across eCommerce and enterprise software, working on the parts of a product where people decide to buy, sign up, or leave.
Ontario, California. Open to remote and hybrid roles.
Month over month conversion lift on tentree product category pages
Month over month traffic lift from the tentree blog template rebuild
Month over month online sales lift from a Sauvie Island Coffee email campaign
Four projects, ordered by how much they show about testing and conversion rather than by date.
Travelers booking beach and ski trips were landing on dates with the wrong weather. I designed variants that surfaced historical weather in the search area and set learning goals for what each variant would tell us.
Category pages were losing shoppers before they reached a product. I rebuilt the templates around browsing behavior, and conversion rose 80.95% month over month. A second project on the blog template lifted traffic 736%.
Leviton's sales process ran across five disconnected tools. I led discovery and design for a single workspace, and handled a scope gap that surfaced after requirements gathering.
Cash back is one of the most error prone transactions a teller handles. I redesigned it inside a new design system, integrating the physical cash recycler that sits beside the teller.
Some of my work sits behind NDAs, so I also publish outside-in reads of live storefronts. Each one names a funnel stage, states a hypothesis, sketches a variant, and picks a primary metric and a guardrail metric. They are written without access to anyone's analytics, so the value is the line of inquiry rather than the conclusion.
I write hypotheses before I open Figma, design the smallest change that can answer the question, and name the metric that would make me wrong. Most tests do not win, which is the reason to run them cheaply and often.
I started in psychology, which is still how I think about buying behavior: people are not reading your page, they are scanning it while half distracted, and the design either helps them or does not. Twelve years later I have worked on hotel search, car dealership service desks, teller transactions, and Shopify storefronts, and the common thread is finding where people give up.
Outside work I train in martial arts, read cyberpunk, and write. I live in Ontario, California with my family.