I specialize in crafting transformative user experiences across apps, systems, operational workflows, e-commerce, IoT, and websites. With design and technology, I tackle complex challenges to deliver intuitive solutions.
WHO DIS?
I also co-founded Prototypical, a full-service experience design consultancy dedicated to creating exceptional digital experiences.
Other factoids: I'm an avid cyclist, terrible flamenco guitarist but a decent drummer, soccer fanatic, live music enthusiast, and reside in NYC with my wife, kids and dog.
EXPERIENCE.
UX Lead & Director positions Kettle, HUGE, Red Antler, Elephant, Decoded, Razorfish, Merkle, Sub Rosa, Grey, Deep Focus, B-Reel, Fjord
HOW I WORK
I do not believe in a one-size-fits-all design process. Every organization operates with different goals, constraints, and levels of complexity. My role is to shape the right approach for the challenge and not impose a rigid framework.
ESSENTIALS
Goals – We start by defining what success actually looks like, beyond vague language like 'seamless' or 'intuitive.' The work is grounded in clear business objectives and the experience we want users to walk away with.
Understanding the Users – I define key use cases across both end users and internal teams. This includes how people think, work, and make key decisions.
Competitive Insights – Draw inspiration from the landscape—both within and outside the category—to identify opportunities and gaps.
CREATING
New Products – I aim for a 'Most Lovable Product' that is focused, intentional, and designed to earn trust, paired with a feasible roadmap.
Redesigns – Address the problems holistically by uncovering the issues across usability, functionality, technology, and business constraints.
Envisioning the Experience – Strategy is translated into clear, purposeful design decisions that teams can execute against.
Testing & Iteration – Validate direction, surface blind spots, and ensure we’re prioritizing what truly matters.
True Collaboration – Strong collaboration underpins everything.