About Me!

I’m a UI/UX and Product Design leader who bridges creativity, strategy, and technology to craft human-centered digital experiences that drive business impact. Over the past eight years, I’ve designed and led the development of intuitive, high-performing interfaces across multiple industries—building products that not only look great but solve real problems for real people.

My background in Interactive Media Design (B.S., The Art Institutes of California) and Graphic Information Technology (M.S., Arizona State University) gives me a strong foundation in both design strategy and front-end execution. I’ve led design initiatives for startups and service-based companies, mentoring teams, collaborating with developers, and guiding projects from concept to launch.

As a leader, I believe great design starts with empathy and collaboration. I thrive on creating environments where designers can grow, ideas can flourish, and user insights shape innovation. My approach is rooted in curiosity, clarity, and continuous improvement—values that guide every interaction, whether I’m leading a design sprint or defining a long-term UX vision.

Outside of work, I’m a proud husband and father of two, a dedicated CrossFitter, and a Hyrox competitor who believes that discipline, teamwork, and perseverance extend far beyond the gym.

Let’s connect if you’re building design-driven teams or looking for a leader who can unite strategy, creativity, and execution to elevate user experience.

 

My Experience

  • Joined a $10.3B gaming giant to solve a problem: 4+ digital gaming products with zero design consistency and teams designing in silos. Built the design system infrastructure from scratch.

    → Architected enterprise design system in Figma serving millions of online players across blackjack, baccarat, roulette, and proprietary games, reduced design iteration cycles by 40%
    → Led company-wide Figma migration when Adobe XD couldn't scale, training 10+ designers and stakeholders through bi-weekly workshops on component architecture and auto-layout best practices
    → Designed separate premium game design system requiring elevated visual identity, created custom interaction patterns and branded components while managing workflow for 3 designers
    → Established design operations framework including Jira workflows, user story creation, and quality standards across multiple concurrent product launches

    The impact: Transformed a fragmented design org into a unified system where teams could ship consistent experiences 2x faster.

  • Ever tried designing a crypto wallet for people who don't understand crypto? That was the challenge, making Bitcoin ATMs and mobile wallets feel as simple as using Venmo.

    → Redesigned mobile wallet application with real-time ATM location mapping and one-tap purchasing that streamlined the entire user journey from discovery to transaction
    → Wore two hats: created UX copywriting framework translating complex cryptocurrency concepts into plain English (no content team), established conversion KPIs, and designed CRM funnels
    → Transformed outdated marketing website with mobile-first responsive architecture, conducting user research to eliminate navigation pain points
    → Built scalable UI design system working cross-functionally with product and engineering to balance business goals with technical constraints

    The result: Simplified a notoriously complicated industry into an experience regular people could actually use.

  • Joined during a company rebrand (AWL → WithU) to redesign their loan platform that was confusing customers and causing abandonment.

    → Overhauled end-to-end loan management experience from application through payment submission—creating clear information hierarchy that improved task completion
    → Led design contributions for company rebrand including visual concepts, brand system applications, and executive presentations communicating strategy to leadership
    → Championed user-centered design by conducting qualitative research, competitive analysis, and usability testing to inform platform improvements

    What I learned: How to design for financial services where trust and clarity aren't optional, they're the product.

  • Cannabis tech startup navigating state-by-state regulations. Designed e-commerce and POS systems for dispensaries where compliance = survival.

    → Designed dual-sided marketplace connecting consumers with dispensary inventory through web and in-store touchscreen kiosks—loyalty points, order placement, fulfillment interfaces
    → Built admin dashboard for dispensary owners to manage real-time inventory and product availability without technical barriers

    The challenge: Designing for an industry that's legal in some states, illegal federally, and changes rules constantly. Taught me to design for flexibility.

  • This is where I fell in love with "boring" B2B design. Redesigned casino management software that operators had been struggling with for years.

    → Transformed Java-based casino back-office forms into modern React applications, collaborated with database engineers to rebuild workflows from basic operations to complex configurations, dramatically improving operator efficiency
    → Led design for facial recognition product that won G2E silver award (industry's premier expo with 26,000+ professionals) conceptualized end-to-end UX from research through production launch
    → Established standardized design patterns converting engineer-built interfaces into user-centered experiences, creating guidelines that enabled consistent UX across entire platform

    The impact: Proved that "enterprise software" doesn't have to mean "terrible user experience."

  • National weight management company mid-migration from ancient Oracle e-commerce system. My job: don't break the website while we rebuild it.
    → Orchestrated complete e-commerce platform migration from legacy Oracle infrastructure to modern CMS, coordinated across marketing (digital assets), inventory teams (stock accuracy), and IT (technical implementation) with zero downtime
    → Managed product catalog updates for hundreds of SKUs while maintaining corporate branding, visual guidelines, and compliance requirements
    → Supported CURS brand acquisition integration, adapted design systems and updated web presence to reflect consolidated brand identity while optimizing for revenue targets and KPIs

    The result: Smooth transition that kept customers shopping while we rebuilt the foundation underneath them.

  • My longest role. Started when Flash was still alive (barely) and ended with me running the marketing department during a leadership gap.

    → Led complete website redesign from Flash to responsive Bootstrap framework—transformed outdated, mobile-hostile site into modern experience that increased user engagement across all devices
    → Designed user interfaces for touchscreen kiosks and cash redemption machines on casino floor—had to make them intuitive enough for guests who'd been drinking
    → Stepped up as interim marketing manager during transition, leading team of 3 through peak season campaigns including New Year's Eve (casino industry's Super Bowl)
    → Collaborated with external marketing agency on stakeholder presentations, ensuring design decisions aligned with business goals and customer experience priorities

    What I learned: Small casinos can't compete with Vegas on budget, but they can win on user experience. Also learned I could manage people and still enjoy design work.