Principles and Methodologies

  • User Experience & Design Thinking
    Designing intuitive, user-centered experiences through research and systems thinking.
  • Product Strategy & Leadership
    Shaping product vision and guiding teams toward business-aligned outcomes.
  • Team Empowerment & Collaboration
    Leading with empathy and building strong, curious teams that align and deliver.
  • Prototyping & Interaction Design
    Turning ideas into interactive prototypes that drive clarity and collaboration.
  • Visual Design & Branding
    Creating modern, consistent interfaces and brand systems with polish and purpose.
  • Analytics & Data-Driven Decision Making
    Translating user data into insights that inform and optimize product decisions.
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Nice to meet you.

As a product design and user experience leader, I bring together strategy, research, design, and analytics to build teams and products that drive real outcomes. Great products come from asking the right questions, listening closely, and staying clear on what matters. Sometimes that means digging in and aligning roadmap milestones with much-needed impact. Other times, it's untangling a user journey or guiding a designer or product manager to grow in to new skills or ways of thinking. I'm here for the moments that move us forward. I thrive in the mess where I can bring the momentum and the magic of turning ideas and ambiguity into successful delivery, always with people (on both sides of the screen) guiding the way.

Case Studies and Portfolio

This next section highlights selected works from my portfolio, including shipped product examples and case studies that take a closer look at process and impact. Together they reflect both outcomes and the way I think, collaborate, and approach design challenges. These works demonstrate the breadth of my skills and experiences, from print to augmented reality, social engagement to complex data.


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View Complete Portfolio Summary PDF
View Complete Case Study PDF

Leading Product Discovery in Artificial Intelligence

Case Study

Led a research-driven Alpha Program to refine an AI-powered form creation tool and prepare Customer Enablement teams for AI-assisted workflows. Delivered over 30 high-impact improvements while embedding organizational readiness, turning an early-stage feature into a trusted, scalable product.

AI / Alpha Program / Qualitative Research

View Case Study PDF

Plex Industrial IoT

B2BSaaS / Enterprise WebApp / Complex Data

An IIoT platform for connecting plant-floor machines to the cloud, enabling real-time production insights, automated data capture, and smarter manufacturing decisions.

UX/UI / Research / Testing

View Project Summary PDF

0-1 launch: Plex IIoT

Case Study

Designed and validated a scalable Industrial IoT platform that balanced data complexity, customizability, and workflow variability. Grounded prototypes in real production data and user observations, creating dashboards and workflows that aligned digital systems with physical environments and improved adoption across manufacturing teams.

Complex Workflows / Predictive Analytics /
Q+Q Research

View Case Study PDF

Plex Mobile

B2BSaaS / Enterprise Mobile

Plex Mobile streamlines ERP functionality for manufacturing environments, enabling users to access key features such as inventory management and production tracking directly from their mobile devices.

UX/UI / Research / Testing

View Project Summary PDF

Modernization & Design System Leadership

Case Study

I led the creation of a modern design system from the ground up, rebuilding every component, workflow, and pattern in Figma with accessibility and scalability at the center. The library included contextual guidance so any team could apply it confidently, and we worked closely with engineering to align on shared tools and governance. The result was faster delivery, reduced duplicate builds, and a more consistent product experience for customers.

DSM / Rebrand / Usability

View Case Study PDF

Plex Rebrand

B2BSaaS / Enterprise Mobile

Aligning marketing and product design through extensive user testing, ADA compliance, and industry standards, impacting the entire product suite.

Branding / Design Systems / Research / UI/UX

View Project Summary PDF

Embedding Customer Voice into Strategy

Case Study

To make customer input a reliable part of roadmap planning, I built a structured discovery practice supported by a standing customer feedback group. Sessions ranged from surveys to hands-on workflow workshops at customer conferences, surfacing deep insights into how users worked and what they needed. This cadence of regular research helped Product Managers plan with evidence, improved adoption at launch, and rebuilt trust between customers and internal teams.

VoC / Qualitative & Quantitative Research

View Case Study PDF

Chevy 'Find New Roads'

Event Installation / Social

Interactive display graphics, social activation content, and multi-screen deliverables for the 2014 North American International Auto Show, including Arabic and Spanish translations.

Interactive Mixed Format / UI/UX

View Project Summary PDF

Strategic Growth Through Total Experience

Case Study

I introduced a Total Experience lens that connected user, customer, employee, and partner perspectives into product strategy. This included revamping onboarding to reduce tickets by up to 90 percent in key areas, capturing tribal knowledge, and reshaping roadmap plans. The outcome was faster adoption, empowered employees, stronger customer advocacy, and clearer alignment between growth opportunities and product design.

Strategic Alignment / Enablement

View Case Study PDF

Audi QQ&A Guide

Print / Product & Packaging

A redesigned booklet with a new layout, shape, and packaging for the Audi/Volkswagen Quick Questions & Answers Guide, included in the glove box of all newly purchased Audi and Volkswagen vehicles.

Graphic Design / Editoral Design

View Project Summary PDF

myAudiIQ

Consumer App

myAudi IQ is an owner app designed with Audi USA brand guidelines, featuring UI, augmented reality HCI elements, and supplemental materials, available on the Apple App Store.

UX/UI Design / AR Stitching and Mapping

View Project Summary PDF

Google Next

Event Installation

Interactive touch displays and social activation experiences created for the 2017 Google Next convention, designed to engage attendees and encourage social sharing

UX/UI / Large format

View Project Summary PDF

Nike, Various Events

Event App and Communications

An RFID-hosted application used at a NIKE media event, guiding invited guests through activities with features like maps, event directions, and inspirational quotes with supporting hand coded emails.

UX/UI / HTML Emails

View Project Summary PDF

T-mobile + Blizzard

Event Social Activation

A social WebApp for T-Mobile's 2016 BlizzCon sponsorship, featuring an augmented reality photo op with Overwatch characters.

UX/UI Design / AR Layer Assets

View Project Summary PDF

VW Cup

Enterprise Custom App

VW CUP is a gamified platform used by Volkswagen dealerships for employee training, compliance tracking, and engagement through interactive learning modules and real-time progress monitoring.

UX/UI / HTML Emails

View Project Summary PDF

Education

Master of Business Administration (MBA)

  • Focus: Marketing, Graduated with Honors
  • Central Michigan University, 2021

Bachelor of Fine Arts (BFA)

  • Focus: Visual Communications, Graduated with Honors
  • University of Michigan, 2013

Certification

  • Nielsen Normal Group
  • UX Management Certification, 2016

Along the way, I’ve been influenced by books that explore product strategy, customer value, organizational behavior, and the systems that support meaningful innovation. Here are a few of the books that have shaped the way I approach product:

  • Competitive Strategy - Michael E. Porter
  • Escaping the Build Trap: How Effective Product Management Creates Real Value - Melissa Perri
  • Good Strategy/Bad Strategy: The Difference and Why It Matters - Richard Rumelt
  • Hug Your Haters: How to Embrace Complaints and Keep Your Customers - Jay Baer
  • Obviously Awesome: How to Nail Product Positioning... - April Dunford
  • Switch: How to Change Things When Change Is Hard - Chip Heath and Dan Heath
  • The Advantage - Patrick Lencioni
  • The Five Dysfunctions of a Team - Patrick Lencioni
  • The Lean Product Playbook: Innovate with MVPs and Rapid Customer Feedback - Dan Olsen
  • The Phoenix Project: IT, DevOps, and Helping Your Business Win - Kim, Behr, and Spafford
  • The Power of Moments - Chip Heath and Dan Heath
  • The Product Momentum Gap: Product Strategy + Customer Value - Dave Martin and Andrea Saez
  • The Product-Led Organization: Drive Growth with Customer Experience - Todd Olson
  • Upstream - Dan Heath

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