Frame. Ideate. Prototype. Test. Learn. {Repeat?} Build. Deploy. {Breathe} Measure. Research. Align. Prioritize. {Repeat} Outcomes.
I design how people accomplish their business.
I’ve collaborated with incredibly talented people over the years—nurturing ideas from zero to one & transforming existing services into effective experiences at scale by placing the goals, aspirations, and jobs of users at the center of our approach.
I shephard teams towards shared vision by following four guiding principles:
Trade Offs Are The Solution
Companies navigate an external world of abundance, yet operate with finite resources and opportunity windows. I’ve witnessed executives employ a myriad of strategies and operating models to realize business outcomes with philosophies invariably rooted in either GTM or Product to move the needles that deliver value.
Design’s understandable charge is the creation of representational interfaces that serve the needs of customers, and by proxy the business. To become effective at driving human outcomes that generate business results, I align to strategy, and continuously sensemake user insights, system realities, and market trends to help shape vision and provide guidance.
When empowered, Design questions assumptions to pursue maximum value, but regardless, we lean into constraints and move initiatives forward.
Accelerated Outcomes
Customer satisfaction, user growth, retention, task conversion, and increased engagement—each are realized through cross functional work product.
Over the medium to long-term, Design's steadfast commitment to human outcomes expedites the strategic investments that move these needles, quickening the realization of corresponding business outcomes.
We strive for effectiveness by forming hypotheses—the notions that frame an approach to enable graceful engagement with the brand. This collective focus pulls disparate functions together to move towards a common understanding of value. As we iterate artifacts that serve a wide range of conversations, we move cross-functional teams out of impasse, into alignment, and towards outcomes.
Partner Deep, Service Wide
Resources will always be suboptimal compared to the appetite of the business.
I value conversations that identify opportunities to realize business strategy, and then approach impacting the interaction model through the lens of usefulness, usability, accessibility, and desirability. I believe we can only reach desired outcomes, including a lift in brand experience and delivering on promises made to the market, by partnering talent appropriately—the right people working on the right things with the right degree of investment.
My goal is to put my team in the best position to succeed while stretching their individual skill sets, helping them build social capital while making measurable impact for our users and the business.
Mindful Leadership
Business is a dynamic venture, which makes leadership and people management difficult undertakings. I work hard to stay present, actively listening for shared learnings, which most often manifest through subtle forms of communication. I simultaneously hold partners accountable to communicate with clarity and transparent expectations.
I believe that the best leaders first lead themselves, so I dedicate time each day for self-reflection through writing, which nurtures my self-awareness, and deepens my commitment to my role, my team, and the overarching organization. I value two-way conversations, and proactively seek scenarios to share learnings, propose paths forward, refine my decision-making, and uncover blind spots through the feedback of others.
All apologies to the gravitas of self-assuredness, but it runs counter to the efficacy of business to be steadfast on a position when surrounded by opportunities to make more fruitful decisions.
The Work
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Augmenting Primary Care with UX & AI
98point6 was founded to impact the primary care crisis through the use of deep technology. We designed a bot-led patient experience that uses NLP on chief complaints and patient history and a clinician console to engage with the patient after receiving an ML-driven differential diagnosis, beginning the long journey towards automated diagnosis & treatment.
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Providing Clinics w/ Actionable CSAT Insights
Medbridge is the industry leader for PT continuing education and patient rehabilitation programs. While bringing our home exercise mobile app to market, sales realized that our enterprise customers needed CSAT insights. We designed NPS feedback into our native app, and created a clinic management platform to filter through actionable insights.
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Client-Centered Trading Platform
Ameritrade had just bought Datek Online. As system integration was underway, we identified an underserved population of clients. After pitching a unified trading platform to serve active traders, I scaled a UX Design team to reimagine two trading platforms and brands into one. We received rave reviews with the TD Waterhouse merger laying in wait.
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Designing a Retail Brand & Platform From Scratch
Eyeweb is an e-commerce platform that began as a novel concept with minimal definition. Working alongside Robert Fabricant and Fanny Krivoy, I designed the information architecture of the multiple form factor platform from scratch. It was a masterclass for how to rapidly and effectively enter the new economy with a polished e-commerce experience.
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Evolving a Brand via User Needs and Datavis
Inter-American Development Bank (IDB) enhances lives across Latin America and the Caribbean through regional initiatives. I teamed with studio analogous to redesign the offering of their online brand by researching disparate customer expectations, and distilling complex content into visual displays, most prominently in MapAmericas.
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Converting Bounces into Revenue
FXCM is the leading platform for FOREX traders, yet their front door was severely underperforming—bounce rates were 70%+ and conversions path abandonment was high. They needed a comprehensive strategy to overhaul the information architecture, content strategy, and visual design to reverse course. The results were impactful.
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Architecting Media Accountability
Media Matters for America’s mission is to mitigate political misinformation, but the website wasn’t designed to keep up with near future activists using social media and smartphones to share media clips. David Brock’s team reached out to Behavior Design to modernize their product to scale, and Khoi Vinh and I teamed up for the job.
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Chasing Scientific Reproducibility
UW’s Aquarium platform helps synthetic biologists and research scientists to run reproducible experiments in the lab. Working under a DARPA grant, I helped hone the mission towards productization, developed vision for the future state product, and iterated the UX/UI, targeted at issues centered around reproducibility, findability, and accessibility.
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Reimagining an Editorial Department
Scripps Network published to their online media empire (HGTV, Food Network, etc.) while relying on an antiquated CMS. I engaged to rethink the platform from the bottom up through role-based user research, innovative interaction design, and smart interfaces. Tina Ross Eisenberg and team delivered a detailed blueprint for the future.
