Five projects across product, brand, and design systems. Open a project for the work, or read the longer stories behind the decisions.
Case Study
WebMD had the audience and brand equity. DentalPlans had the plans and ecommerce infrastructure. I designed and built the experience that brought them together, from finding a plan through checkout.
Case Study
What began as one boot-strapped ecommerce site became a proprietary platform the company owned outright. Shared product data, reusable components, promotions, and deployment supported five branded properties and cut launch time from six weeks to two. The value stayed with us. We were building the asset, not renting the code.
Case Study
The shared platform gave us something valuable: less time rebuilding commerce and more time shaping the brand, refining the interface, and improving the experience. BumblebeeMD used that foundation to create a distinct digital health experience without starting over.
Case Study
Product, marketing, and engineering were describing the same interface in different ways. I built Hydra to give them one vocabulary, pairing reusable patterns with front-end components across brands and technology stacks.
Case Study
I redesigned One Park Financial's corporate website and lead flow using Hydra as the foundation. Visitor behavior, device performance, heat maps, and scroll maps gave each interface decision something concrete to answer.
The work ranges from a customer stuck on hold to a team deciding what to build next. These examples show how I approach both.
There is always a better way, together we will find it.
A customer experience is capped by what the people delivering it can actually do. I follow the customer’s problem back through the teams, tools, and steps behind it. Sometimes the work is a product. Sometimes it is the team or system that needs to exist before the product can work. I have built all three.
I led experience research for a conversational assistant serving customers and internal teams. My work defined how it should respond, handle uncertainty, and get a person to the right help.
I build shared foundations that let teams launch new products and brands without repeating the same design work. One platform supported five branded commerce sites.
The commerce platform I led supported five properties. In one measured year, finance credited those properties with 47% of the company’s revenue growth.
I use research and testing to find where the experience loses people. That has included matching a landing page to the ad that brought someone there, and testing what customers need before they decide to buy.
Mutual of America Financial Group, Boca Raton, FL
Senior UX Designer2023 to 2025
I led experience research and scoping for one internally built conversational assistant with two deployments: an internal helper integrated with Salesforce, designed with a service designer, and a public assistant on the main website. Work with retirement and financial account information made accuracy, security, and escalation central to the design.
I flagged hallucination risk during scoping and tested it with a data scientist. Asked for an account balance, the assistant returned a specific figure. The required response in that situation was a referral to an account manager. I traced the answer to a sample account statement in the source documentation.
I wrote requirements for response feedback, system status, failures, escalation to human support, compliance alerts, and account and conversation summaries. I also specified how mixed source documents should be prepared before ingestion. Conduct mattered: the assistant was taking the opening minutes of a service conversation.
I secured analytics on the public assistant. After release, the record showed early engagement followed by dropoff. Internal representatives cited accuracy and waiting as barriers to use. A subset of the interaction requirements had shipped.
One Park Financial, Coconut Grove, FL
Director of UX/UI & Product Design2021 to 2022
Design leadership inside the marketing organization, reporting to the SVP.
Built the case for a unified pattern library and design system, then shipped it. Product, marketing, and engineering had been describing the same components three different ways. Delivery time halved, with work that had taken two sprints landing in one.
The system was complete enough that the product ran for about a year afterward with no design resource, on one engineer and one product manager.
Owned design process and set the usability testing practice. Worked with PPC, SEO, and affiliate channels on conversion rate strategy across acquisition funnels.
DentalPlans.com, Plantation, FL
Senior Manager of UX & UI Design / Product Manager2015 to 2021
The first property was a WordPress theme with sale pricing typed in by hand, one product at a time. It sold, and the company wanted four more. I brought a roadmap for shared brand settings, scheduled promotions, product and provider data, and deployment. A fully branded property went from six weeks to two. Five properties ran on it. I built and maintained the core ecommerce framework with a part-time offshore engineer. Other designers launched the individual properties, while the internal engineering team built the microservices and APIs the framework connected to.
I led UX, UI, and front-end work across the commerce funnel. Source attribution meant the page said what the ad promised: promotion, copy, and messaging changed by traffic source, down to individual affiliate IDs. In one measured year, finance credited the properties with 47% of company revenue growth, 27% of total lead capture, and 20% of overall revenue. The company owned the custom platform.
Bluegreen Vacations, Boca Raton, FL
Senior Digital Designer2011 to 2015
I evaluated the digital signage platforms and designed the integration that connected them. Four Winds Interactive for signage and kiosks, Adobe Scene7 for dynamic media, Aprimo Marketing Studio for campaign operations, with WordPress in the middle as the authoring surface. Learning how each system expected to be fed, then designing a path through all four, was most of the work.
Campaign content had to cover 48 resorts, four seasons, and several personas. I owned UX and UI for an approach using a central asset library and shared data, so content variants could be reused across properties. I worked with a PHP engineer, a data engineer, an outside consultant, and the marketing managers who would use it. The publishing tools had to work for people beyond the team that built them.
Tools used across these roles
Full Sail University, Winter Park, FL, 2002
Interaction Design Foundation (IxDF)
Interaction Design Foundation (IxDF)
Interaction Design Foundation (IxDF)
LinkedIn Learning
LinkedIn Learning
LinkedIn Learning
LinkedIn Learning
Johns Hopkins University
