I help people make decisions without friction.
For over a decade, I've been the person companies call when something isn't working. Not when they need a pretty interface—when they need someone to figure out why users start but don't finish, why traffic doesn't convert, why a simple process feels complicated.
I'm a product designer who codes. That combination means I design with implementation in mind, I understand technical constraints, and I build my own tools when off-the-shelf solutions get in the way.
How I Got Here
I started designing websites in 2008. At the time, I was focused on how things looked, but I was always more interested in how people actually used them. Why someone clicked one thing and ignored another. Why small changes quietly changed behavior.
That curiosity pulled me toward UX and CX long before I had the language for it. In 2015, while working at ProBoards, I moved fully into UX and realized this was the work I cared about most. Not decoration, but understanding how people think, decide, and move through a system.
Over the years, that focus deepened through my work with Multimedia LLC, Aeries, Beetle & Frog, and now Member Splash. Each role reinforced the same lesson: the best experiences don't announce themselves. They guide people naturally, remove hesitation, and make the right next step feel obvious.
Today, I design by thinking in systems first, flows second, and visuals last. When something feels off, I look for breakdowns in structure, clarity, or decision-making, not a new color or font.
The Pattern I Keep Seeing
Across every company, every industry, every project, the same problems keep appearing:
"People visit, but don't take action"
"Users start, but don't finish"
"The process feels confusing even though all the information is there"
"We're spending money on traffic, but conversions are flat"
These aren't design problems. They're decision problems.
Most of my work is about decisions, not screens. That's why I focus on booking flows, multi-step forms, onboarding sequences, and information architecture—the unglamorous stuff that actually moves metrics.
Why "Designer Who Codes" Actually Matters
I'm not a designer who dabbles in code. I ship production React applications. I've rebuilt entire platforms from WordPress to Supabase. I've spent enough time debugging CSS to know what's realistic to build.
This isn't about being a "full-stack designer." It's about designing with reality in mind. That makes my UX more durable and less fragile.
I work with React, Next.js, Figma, and whatever else gets the job done. My experience with APIs, authentication, and backend services shapes how I design flows. I don't hand things off and hope for the best—I see them through.
What this means in practice:
- I know what's feasible to build
- I adjust flows based on technical constraints instead of ignoring them
- I think about state, edge cases, errors, and what users see when things fail
- I prototype in code because showing is faster than explaining
What I Actually Do
I help B2B SaaS companies turn complex problems into simple experiences. I specialize in technical products where complexity meets the need for clarity.
I've worked across healthcare, fintech, ISPs, nonprofits, and technical service providers. The industry changes, but the problem doesn't: people don't understand what's being asked of them.
Multi-step Flows
Redesigning flows that lose users halfway through
Information Architecture
Simplifying structures that have grown organically over years
Design Systems
Building systems that scale without breaking
Onboarding
Fixing sequences that confuse instead of guide
Conversion Optimization
Making the path from interest to action obvious
Prototyping in Code
Showing is faster than explaining
My Design Philosophy
Clarity beats cleverness.
Users don't need to be impressed. They need to know what to do next.
Fewer choices beat more features.
Decision paralysis is real. Give people one clear path, not five mediocre options.
A clear next step is better than a perfect layout.
Users don't want options—they want confidence. My job is to give them that confidence at every step.
Good UX reduces effort, not adds polish.
If users have to think hard about your interface, you've already lost.
I design for momentum. If users keep moving forward, the design is working. If they stop, I want to know why.
How I Work
I'm collaborative but direct. I explain tradeoffs without being defensive. I push back when something hurts the user. I translate UX decisions into business language because I've learned that good design means nothing if you can't explain why it matters.
Part of my job is helping stakeholders figure out what actually matters. I translate complexity into decisions they can act on.
I don't oversell.
I explain.
What I'm Looking For
I'm looking for product design roles at B2B SaaS companies where:
I'm less interested in design that looks impressive but doesn't move metrics. More interested in work that helps people finish what they start.
Let's Talk
If you're building products where user decisions matter, where technical complexity is real, and where you need someone who can both design the solution and help build it—let's talk.
Based in California. Open to remote roles at product-focused companies.