Sonoran Desert · Arizona
UX Director | AI-native Builder | & Product Strategist
Building products people like to use. From national news, media, and education to small businesses down the street. Simple on the surface, considered underneath.
Selected work
Past projects, current clients, and future experiments.
Case studies for all projects are available on request.
Sr Product Designer
I architected component systems and content frameworks across NBC News, TODAY, and Telemundo that supported 1.5M+ daily users, and kept scaling through two full app redesigns with a flexible foundation.
Product Director • In progress
APD's original site was a simple one-page company brochure and was technically out of date. APD's new site will highlight their industry growth, introduce the breadth of on-site services they offer, emphasize their attention to customer satisfaction, and will feature their dedication to becoming a Zero Waste-to-Landfill facility. This will also include building a SEO/GEO presence that reflects the market share they hold in the southwest.
Product Director • In progress
Home Run Electric is a successful commercial contractor in western Washington despite zero online presence. Looking to gain a new customer base, the new HRE site will create a true marketing funnel to open the residential market. The first two months saw 24% increase in residential leads via a basic online presence. The completed site will feature online scheduling and service education.
UX & Product Director
From adding cross-promotional features, to organizing an entire library of content, to building a new Premium service for members, my work in the front and back end of the PUF site brought organization and user-focused improvements.
Experiment · in progress
Herd management for a working barn: care, feed, rotation, chores and the ranch hands who do them. Up next are vet, farrier, and dental tracking, plus scheduling and printable reports.
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About
I've been a UX director, strategist, and AI-native builder for enterprise-level companies with 1.5M daily users, for mid-size trades and nonprofits, and small, solo-founder companies across the West. At any scale I distill input into something that solves for the user and moves the business forward.
I live in the Sonoran Desert, which inspires me daily with its surface simplicity and underlying complexity. I'm grounded and nerdy: ask me about WCAG compliance or anything equestrian and you'll get the same enthusiasm. I'm most proud of raising a son full of gratitude and spoiling some very good horses.
