Design that wins.

How would you describe your core focus as a designer?

I help early-stage teams turn loose ideas into functional products by blending product strategy, UX, UI, and brand into one streamlined process. My focus is getting teams from “rough concept” to a clear, usable, on-brand experience that can go live quickly and evolve over time.

What types of design work do you specialize in?

I specialize in product design for web and mobile, early-stage MVPs, UX flows, UI systems, and brand identities that support new or evolving products. A lot of my work sits at the intersection of strategy and execution—helping clients define what they’re building while simultaneously designing it.

How do your design decisions contribute to business goals or product KPIs?

I design with clear business constraints in mind—whether that’s reducing friction in onboarding, improving conversion on a landing page, or building a more scalable UI system. I frame design decisions around measurable outcomes and prioritize features that deliver value fast. Every choice should either improve the user experience, shorten the path to revenue, or reduce development complexity.

How do you collaborate with engineers, PMs, or other stakeholders?

I try to make collaboration as lightweight and transparent as possible. Early on, I align with PMs on goals and constraints, then keep engineers involved throughout so the design is realistic and efficient to build. I use quick prototypes, async updates, and clear documentation to keep everyone moving without meetings becoming the bottleneck.

How do you typically approach a new problem or feature?

I start by getting clarity on the core problem, the audience, and the constraints. Then I map the simplest possible path from user intent → completed task. From there, I move quickly into explorations, wireframes, prototypes, and finally polished UI once the direction is validated.

What research or discovery methods do you use when starting a project?

I keep research proportional to the project stage. For early-stage work, I focus on rapid discovery: stakeholder interviews, competitive scans, lightweight user conversations, and reviewing any existing analytics or product insights. The goal is to gather enough signal to design confidently without slowing momentum.

How do you make decisions when there’s ambiguity or conflicting input?

I bring everything back to the problem we’re solving and who we’re solving it for. I’ll outline the tradeoffs, recommend a direction based on impact vs. effort, and move forward with a testable prototype. Ambiguity is normal; the key is reducing risk through iteration, not endless debate.

What is your tool stack and why?

My core tools are Figma for product/UI/UX, Webflow for web execution, and a mix of AI tools for ideation, exploration, and accelerating production. Figma keeps collaboration simple, Webflow allows me to ship designs directly, and AI helps me explore more options and get to clarity faster.

How has founding a product shaped your decision-making as a designer?

Founding a product forced me to design with real constraints, not hypothetical ones. It made me more comfortable prioritizing ruthlessly, shipping imperfect solutions, and thinking in terms of business outcomes rather than aesthetics. As a founder, every design choice has a cost—time, engineering complexity, or user clarity—so I’ve learned to optimize for momentum and measurable impact. It pushed me to think like both a designer and an operator, which helps me guide teams toward decisions that balance craft, speed, and feasibility.

Can you give an example of a tradeoff you made to get an MVP into production quickly?

For one MVP, we initially planned a fully custom onboarding flow with profile setup, personalization, and progress tracking. It looked great on paper but would’ve delayed launch by weeks. Instead, I simplified the experience to a single-screen onboarding with default settings and a lightweight “edit later” path. It wasn’t as polished or personalized, but it allowed us to launch fast, test demand, and validate the core value. That decision saved engineering cycles and gave us real user data that ultimately reshaped the full onboarding we built later.

Can you talk about a piece of your process that isn’t currently shown in your portfolio but should be?

One part of my process that I rarely show—but should—is how I make decisions early in a project before any design work happens. I usually create quick mental models, opportunity maps, and rough “decision frameworks” that define the problem space, outline constraints, and highlight the fastest path to a viable solution. These messy early artifacts are often what unlock clarity for the team, even more than the polished UI. Bringing that upfront thinking into my portfolio would show more of the strategic side of my work, not just the final execution.