20+ years of UX design
B2B and B2C audiences
Data-informed UX strategy
From a background in visual arts, I began my career as a web designer, working across tech startups, e-commerce, and non-profit organizations. As the digital industry evolved, I expanded into digital marketing and later moved into multidisciplinary roles focused on designing customer journeys and improving conversion across digital channels.
I've developed deep expertise in product design within financial services, helping organizations solve complex customer and business challenges in highly regulated environments. My experience spans the full product lifecycle, from discovery and stakeholder alignment to UX/UI design, experimentation, and delivery. Along the way, I've built design systems, led cross-functional initiatives, and contributed to measurable business outcomes.
As a design leader, I bring a balance of strategic thinking, customer empathy, and hands-on execution. I've led design teams of up to eight, and I stay close to the craft, from research and journey mapping to high-fidelity design, so I can coach effectively and stay grounded in the work. Whatever the scope, my focus remains the same: turning complexity into intuitive experiences that create value for both customers and businesses.