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
Unlocking Higher AOV Through Threshold-Optimized Cart Experiences
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.
+23% AOV uplift
+9% improvement in basket completion
Cut checkouts steps by 25% to speed up checkout
+23% AOV uplift +9% improvement in basket completion Cut checkouts steps by 25% to speed up checkout
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.
AI
A/B Testing
E-commerce
Using AI‑Generated Context to Turn Browsers Into Buyers
Across two very different e‑commerce environments: Beerwulf and INTERSPORT, I led an A/B testing initiative with Beerwulf and survey analysis with INTERSPORT to explore how AI‑generated contextual backgrounds could improve product comprehension, reduce hesitation, and ultimately drive conversion.
The hypothesis was simple: When customers understand where and how a product fits into their life, they buy with more confidence.
INTERSPORT faced a different challenge: customers struggled to understand which shoes were built for which surfaces like trail, road, turf, indoor, and more. We wanted to gather qualitative feedback to better understand user motives for making purchases, and whether or not AI context images made a difference in buyer confidence.
The variant was preferred achieving:
66% of respondents prefer the image with the added background
Respondents noted that it added context to the product and help decide easier
Technical Footwear
Beerwulf was introducing a completely new product category: a home draft system unfamiliar to most customers. Research showed that shoppers struggled to grasp what the device was, how big it was, where it would fit, and how it worked. Standard packshots couldn’t convey the context or value of such a new product, leading to hesitation and lower purchase confidence.
The variant won achieving:
+5.88% increase Add to Cart
+14% increase in product detail page engagement
The SUB Home Draft
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
services, brands, and SaaS products including:
Areas of Expertise