I turn enterprise complexity into products people actually use. Sixteen years designing at the intersection of strategy, systems, and craft — from seed-stage startups to Fortune 500 scale.
Four hard problems I've built my career around, with proof I've solved them at scale.
Four projects spanning AI automation, self-service commerce, platform redesign, and enterprise design systems.
Redesigned an insurance underwriting platform — replacing 100% outsourced manual data entry with an intelligent OCR + LLM pipeline. 1,000+ daily submissions at 90% accuracy. Vendor eliminated Feb 2025.
View Case StudyTransformed a broker-dependent purchase process into a self-service marketplace — enabling SMBs to discover, buy, and manage cyber security services independently for the first time.
View Case StudyFull-scale redesign of Cowbell's policyholder digital platform — transforming a passive document store into an active lifecycle management surface. Research-led with 3,394 LogRocket sessions.
View Case StudyBuilt, maintained, and propagated the Hilti Design System across 15+ products — a single source of components, patterns, and UX standards. 60% faster handoff, 16% annual cost reduction across 4 stakeholder groups.
View Case StudyI'm a Director-level IC designer with 16+ years building products people rely on — across startups, scaleups, and global enterprises like Cowbell Cyber, Hilti, and Schlumberger. My focus is B2B2C Enterprise SaaS, where the real challenge isn't making things pretty — it's making complex systems feel effortless.
I work end-to-end: from initial discovery and research through to high-fidelity design, engineering collaboration, and post-launch measurement. I've built design systems, led product initiatives without a PM, and delivered measurable business outcomes across Fintech, InsurTech, and Enterprise software.
My work sits at the boundary of complexity and clarity — taking technically difficult, high-stakes products and making them feel obvious for the people who depend on them.
I'm open to Principal and Staff Designer roles where design has a real seat at the table. If you're building something ambitious and want someone who bridges strategy, systems, and craft — let's talk.
Redesigned an insurance underwriting platform — replacing 100% outsourced data entry with an intelligent OCR + LLM pipeline. 1,000+ daily submissions processed at 90% accuracy. Vendor eliminated Feb 2025.
Insurance underwriters were drowning in manual work. Each submission required downloading PDFs, manually extracting data into spreadsheets, and cross-referencing multiple documents. The $240K/year vendor contract was growing — not shrinking.
Underwriters had well-founded skepticism of automated extraction. Three research methods surfaced the failure modes that would define the design.
Three moments where research changed the direction of the product — the kind of decisions that separate a thoughtful designer from a pixel-pusher.
| The Challenge | Conventional Approach | My Strategic Pivot | Result |
|---|---|---|---|
| High AI error rate on low-quality PDFs | More training data, wait for model improvement | Confidence Scoring UI — visual trust signal per extracted field | User trust increased; underwriters validated faster not slower |
| Underwriters wanted full control over every field | Manual override on every field, slowing throughput | Tiered review: auto-approve high-confidence, flag exceptions only | Review time cut 3.2× while maintaining accuracy audit trail |
| Human-in-the-loop for AI errors | Generic error states ("AI could not extract") | Exception UX with context: why it failed + guided correction path | Exception handling time reduced 60%; retraining data quality improved |
Transformed a broker-dependent purchase process into a self-service marketplace — enabling SMBs to discover, buy, and manage cyber security services independently for the first time.
Cowbell's resiliency services — endpoint protection, employee training, dark web monitoring — could only be purchased through a broker. SMB customers had no direct path to buy, manage, or renew independently.
| The Challenge | Conventional Approach | My Strategic Pivot | Result |
|---|---|---|---|
| SMBs unfamiliar with cyber security service categories | List products with technical specs | Risk-outcome framing: "What does this protect you from?" not "What is this?" | 31% conversion — users bought based on understood risk, not feature lists |
| Payment edge cases (expired cards, fraud holds) | Generic error states | Stress-tested 8 payment failure scenarios with contextual recovery paths | 98% transaction success — edge cases accounted for before launch |
| Salesforce sync complexity | Async sync, eventual consistency | Real-time bidirectional sync with state diagrams as engineering reference | Zero data discrepancy reports in first 90 days post-launch |
Redesigning Cowbell's policyholder portal from a passive document store into an active lifecycle management platform — grounded in session data, usability research, and three measurable KPIs.
Policyholders had a portal — but session recordings showed the majority never returned after their first login. The platform held critical data: policy documents, renewal timelines, coverage limits. But it surfaced none of it proactively.
Before proposing solutions, I built an evidence base from LogRocket session recordings, click heatmaps, and support ticket taxonomy. The data revealed five compounding failure patterns.
| The Challenge | Conventional Approach | My Strategic Pivot | Result |
|---|---|---|---|
| Users couldn't find their most important next action | Better navigation labels | "Lifecycle" model — surface time-sensitive actions proactively on first login | 14.9% navigation efficiency gain; tested against 2 other concepts |
| High bounce from policy detail pages | Richer content on detail pages | Progressive disclosure — essential info up front, deep content on demand | 33% reduction in dead-end exits tracked via session recordings |
| No analytics baseline existed | Launch and measure afterward | Pre-defined 3 KPI dimensions with measurement plans before build started | 7/8 KPI criteria met — had objective success criteria from day one |
Two versions — same product, 14 months apart. The original portal surfaced no proactive context. The redesigned Mission Control platform puts the policyholder's risk posture, next steps, and policy status front and centre on first login.
Building, maintaining, and propagating the Design System across Hilti's product portfolio — a single source of components, patterns, and UX standards unifying 15+ digital products into the Hilti ecosystem.
A centralised Sketch and Marvel component library maintained as the single source of truth for all product teams across buttons, forms, navigation, data tables, modals, and tokens.
Every design decision passed through four distinct groups — each with different needs, cadences, and success metrics. The DSL role sat at the centre, translating between all of them.
| The Challenge | Conventional Approach | My Strategic Pivot | Result |
|---|---|---|---|
| 15+ products with diverged UI patterns | Audit and gradually align over 2 years | Governance-first: establish approval workflow before building components | Zero new inconsistencies introduced from day one of system launch |
| Developers not adopting design tokens | Documentation-only approach | Paired with dev leads to create token-to-CSS mapping guides in their language | 60% faster handoff — developers stopped asking "what's the hex for this?" |
| Designers creating workarounds instead of requesting components | Enforcement and rollback | Deviation request process with fast SLA — workarounds became DS contributions | 16% annual cost reduction from component reuse replacing custom builds |