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
Every choice carries weight—solving one challenge shifts another. Growth adds complexity, efficiency tests differentiation, and innovation competes with stability. Success isn’t about avoiding complexity but making the right bets at the right time to drive impact and elevate experience.
The Pull of Progress
Speed alone doesn’t create outcomes—momentum does. The right framing, artifacts, and conversations align effort, anchor decisions, and cut through ambiguity. Progress isn’t just acceleration—it’s about removing drag, sharpening direction, and pulling the future closer.
Depth and Reach
Impact isn’t about presence—it’s about investing where it matters. Some challenges need deep focus, others quick refinements. The skill isn’t doing more, but knowing where to go deep, where to go wide, and when to do both. Lasting impact comes from applying weight where it moves the needle.
The Space Between
Leadership isn’t control, certainty, or ego—it’s trust, unspoken signals, and shared momentum. I make strategy actionable and teams effective, but I also listen for what’s unsaid, creating space where people feel safe to challenge, contribute, and align with confidence.
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.
