eCom
A 46% task failure rate hiding in plain sight
Coming Soon
eCom
From a sticky header idea to a full navigation overhaul
Coming Soon
SaaS App
From Google Forms to a production SaaS platform
Coming Soon
Mobile App
I needed a better gut health app. So I built one.
Coming Soon
Specializing in interaction design, visual design, and AI workflows, with a proven track record leading 0 to 1 initiatives and shipping solutions with measurable business impact. Strong partner to product and engineering, translating complex, ambiguous workflows into intuitive, scalable systems.
Experience
Oct 2023 - Feb 2026
Lead UX/UI Designer
Total Wine & More- Designed conversion rate optimization tests driving $10.6M+ in combined annualized app sales, including PDP parity ($4.1M), social proofing ($2.7M), and checkout optimizations ($3.8M).
- Led mobile app account redesign from discovery through launch, uncovering a 46% task failure rate via tree testing that informed IA decisions — achieving 100% success / 92% directness in validation.
- Led cross-functional navigation redesign leveraging AI prototyping to improve developer handoff, delivering a Phase 1 launch with flexible dynamic content control for merchandising teams.
- Led design for the PDP bottle engraving rollout, which exceeded internal sales projections by over 15%.
- Built custom Figma plugins adopted by the UX team, introduced AI prototyping into testing workflows, and led weekly cross-functional app syncs across product and design.
Apr 2021 - Oct 2023
Senior UX/UI Designer
PeakActivity- Designed a next-generation CMS page builder and SaaS commerce platform, enabling B2B/B2C + enterprises to effortlessly manage their digital experiences.
- Handled multiple eCom and service design clients at one time and continuously shipped everything from full end-to-end software designs, full web/mobile sites to simple UX feature updates on numerous sites.
Jan 2019 - Apr 2021
Design Lead
CreativeMMS- Lead the design of all agency digital projects ranging from complex WordPress eCom websites to smaller bespoke websites.
- Worked with a diverse, multi-faceted team of designers, copywriters, developers and strategists to create optimal websites and user experiences.
Mar 2017 - Aug 2018
Frontend Designer
PaperStreet- Worked as a frontend web developer & designer building custom WordPress websites. Go to person for any complex design implementation issues and while bridging the gap between the design and development teams.
Nov 2015 - Jan 2017
Senior UX/UI Designer
AchieveMay 2015 - Nov 2015
Senior Web Designer
CreativeMMSFeb 2012 - May 2015
Web Designer
Forte InteractiveTools
