About

Creating the conditions where better design is possible.

I’m a designer who works on the system as much as the screen.

The path so far

2014 – 2019 One-man design agency Freelance design and copywriting work for brands, startups, artists, musicians, authors, conferences, education platforms, NGOs and sports teams.

2019 – 2021 UX Designer, Workstreams.ai Worked with a small team to build the award-winning task management app Workstreams from zero. It turned Slack conversations into organized Kanban boards for specific teams, projects and goals.

2021 – 2024 Lead UX Designer, Issuu Joined as an individual contributor and transitioned into acting director of design, where I hired and managed a new design department and rolled out a complete redesign of Issuu’s core product, culminating in a large uptick in revenue, followed by a successful market exit.

2024 – 2026 Lead UX Designer, Gelato Spent a year and a half as a super IC, mastering new AI tools and learning industry use cases in e-commerce, shipping logistics and manufacturing workflows. Spearheaded B2B solutions for complex workflows in the production on demand space.

Now Independent consultant and author Designing and building AI-powered applications for clients, and writing a book about applying UX principles outside the traditional spheres of tech.

Full CV My full work history, as a PDF.

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How I lead

These four principles heavily influence how I create, communicate, and facilitate as a design leader.

01 Focus on the process, not the product Products, platforms and technology are constantly changing. A team that knows how to adapt to a changing landscape of both technology and human needs will always perform better than one that has become attached to a single solution. A loop labeled Process, how we operate, with an arrow pointing to a set of product shapes: products are artifacts of how we operate

A loop labeled Process, how we operate, with an arrow pointing to a set of product shapes: products are artifacts of how we operate

02 Think in systems, design for journeys Human context is always a moving target. It’s important to understand the systems that support the product outcomes people rely on, but also to visualize that system for users in clear steps that are relevant to their unique situations and needs. A system network feeds down into three clear numbered steps for the user

A system network feeds down into three clear numbered steps for the user

03 Trust many small experiments over a few grand assumptions Businesses often get poor design outcomes when they fail to test their most fundamental product assumptions. Those tests work better as small, manageable, continuous experiments than as big bets that are difficult to reverse. One big bet leaps toward an uncertain landing, beside a staircase of small experiments that climbs to a check mark

One big bet leaps toward an uncertain landing, beside a staircase of small experiments that climbs to a check mark

04 Know the designs your actions validate We don’t just design products and services, but also the organizational structures and larger environments where we operate. It’s hard to see our relationship to the designs we work and live inside, but understanding how our behavior affects a larger system of people, stakeholders and end users is critical to creating good designs. Inside the wider environment, an organization holds you (purple), your team and stakeholders (a person at a desk); the product sits on the organization edge, where end users (a person at a laptop) meet it

Inside the wider environment, an organization holds you (purple), your team and stakeholders (a person at a desk); the product sits on the organization edge, where end users (a person at a laptop) meet it

See the work