I’m a product & UX design leader with a passion for creating simple, intuitive, and inclusive digital experiences.
Since 2014, I've been shaping UX in SaaS and e-Commerce,
bridging strategy and teams across enterprise and startup environments.
Featured work
User Flow
Conversion
Behavioral design
Designed for bigger baskets to boost AOV
I identified “fill the box for free shipping” as our highest-impact conversion opportunity. By surfacing clear visual cues around shipping thresholds, we reduced friction by 25% and encouraged larger basket sizes. This optimization lifted Average Order Value significantly, driving both higher conversion and more secure, repeat purchases.
UX Facilitation
eCommerce
Scale up
Design Thinking & UX Workshops
At Beerwulf, I introduced user-centered research practices including UX facilitation and workshops during a period of rapid growth. By establishing alignment touch points and prioritizing design tickets, we maintained delivery speed without sacrificing quality. Bringing cross-functional teams together gave design a stronger voice in product development and helped embed user needs into decision-making.
User Journeys
IA
SaaS
Simplifying secure user flows
At Smartlockr, I simplified a complex email notification flow for users in regulated sectors. By restructuring the information architecture and collaborating with product and engineering, we reduced friction by 30% streamlining 15 notification types to 5. This simplification drove a 30% increase in users sending secure messages.
I design impact without the overwhelm.
UX Leader
I lead with empathy and clarity. I guide interdisciplinary teams and build strong relationships across design and product to create practices people trust and want to grow with.
Design Thinker
I get energized by big questions and messy problems. I bring teams together to co-create, explore, and uncover meaningful solutions, often through workshops that spark alignment and action.
Product Designer
I’m passionate about design. I’ve led end-to-end product design across research, strategy, and delivery, always with an eye for detail and a heart for the user.
Experience Advocate
I design for real people, not just users. I embrace complexity, emotion, and nuance, and use empathy as a tool to shape experiences that feel intuitive, inclusive, and genuinely helpful.
Collaborating, Creating, and Leading with Purpose
From dynamic workshops to seamless strategy execution, I bring teams together to drive meaningful, user-centered solutions.
I’ve helped ship products, engage teams, and deliver results to grow businesses in a variety of areas:
Design strategy & vision
I lead the launches of a scalable design system at across markets, aligning teams through cross-functional collaboration. At Intersport, our efforts increased consistency and usability, driving an 80% rise in adoption among local teams.
User research & discovery
I lead UX research and discovery to improve product findability and user flow. At Beerwulf, I increased product discoverability by 20% through surveys and tree testing, and my team won an A/B testing award for optimizing product imagery
Design facilitation
I lead collaborative design facilitation to improve clarity and alignment. At Smartlockr, I introduced quarterly workshops that boosted decision-making efficiency by 25%, with 90% of action items successfully implemented in final designs..
Over the last decade I’ve created insight-led, human-centered experiences for a range of
e-commerce platforms and SaaS products including:
Areas of Expertise