About Me
I didn't start my career in product design. I started in customer support, learning what frustrated people, what confused them, and what they actually needed—not just what they asked for. That experience fundamentally shaped how I approach design: from the user's perspective first,
not just the stakeholder's.
From there, I moved into marketing design, where I built brand identities, launched campaigns, wrote copy, and created experiences that helped people connect with a product before they ever used it. I designed digital storefronts, analyzed campaign performance, managed communities, and produced everything from email campaigns to event materials.
When I transitioned into product design in 2018, I brought that entire perspective with me. I understand how a brand promise is made in marketing, validated through customer support, and ultimately succeeds—or fails—inside the product. That end-to-end view is why I'm drawn to foundational product work: permission models, content architecture, design systems, and the strategic decisions that shape an experience long before anyone opens Figma.
Over the past eight years, I've designed B2B, B2B2C, and enterprise products, led greenfield initiatives from concept to launch, built scalable design systems, and partnered closely with engineering, product, and executive leadership to deliver experiences that drove measurable business outcomes.
Experience
Carde.io
Owned design for 4 products powering 30+ trading card game communities, from grassroots player hubs to publisher-controlled ecosystems. Publishers like Ravensburger and Universus gained brand control, store network management, and analytics. Designed bespoke features for partners like CookieRun, a production pipeline for TCG card set design from scratch, and the design system that skinned all products across brands.
Randstad RiseSmart
Diagnosed a conversion problem five teams had misidentified as usability. Research across 300+ sessions and 38 enterprise interviews revealed users didn't understand the service before being asked to choose a coach. A landing page proposal forced cross-functional alignment. Conversion went from 22% to ~50%.
Sole designer, later Lead, on a platform serving 200K+ medical students. Designed a scheduling tool that became the product's dashboard, restructured content architecture to surface underused resources, and built onboarding as preference capture. Non-video content engagement increased 30-40%.