I design software for the people who actually have to use it.
Origin
I started in graphic design, obsessing over pixels, typography, and composition. But the deeper I got into design, the more I realized I wasn’t just interested in how things looked, I was fascinated by how people interpret, navigate, and emotionally respond to the things in front of them. That curiosity pulled me into anthropology, and eventually into behavioral psychology strongly enough that I went back to school for the degree. Somewhere along the way, product design became the place where all of those worlds collided.
Most of my career has been spent on tools people don't choose voluntarily. Quality systems, property operations, live commerce. I'm convinced those products deserve the same care as any consumer app.
Personal
I'm genuinely curious about the people I design for.
My background in psychology and anthropology taught me that great design isn’t just visual polish — it’s understanding human behavior deeply enough to make complexity feel invisible. The best products rarely call attention to themselves. They simply feel natural, intuitive, and obvious in hindsight.
Empathy isn't a deliverable. It's the work.
Operating principles
How I show up on a team.
- 01
Lead with the person, not the persona.
I design for the human actually using the thing — not a tidy archetype.
- 02
Research earns the decision.
I use research and synthesis to build the case for design decisions — so stakeholders understand the why, not just the what.
- 03
Lift the people around you.
Best work comes from teams where engineering and product feel like co-authors.
- 04
Good design is felt, not always seen.
I apply design principles and interaction heuristics to build experiences that feel intuitive — earning user trust before they realize it's happening.