Your users need simplicity. That's where I come in.

I'm a design leader transforming complex challenges into user-centered experiences by bridging UX, UI and brand through research, strategy, design and data-informed decision-making.

BY THE NUMBERS

Measured Outcomes, Not Just Aesthetics

+23%

All strategies of the UX/UI, DX & brand launch have been key contributors to stock values increasing over 23% YoY since 2022.

+8.6%

Streamlined the checkout flow from 6 steps to 3, impacting an 8.6% YoY growth rate in daily sales.

+56%

Conversion rate increased 56% over non-personalized content in its first year after my Arcserve team launched a website personalization program.

+42%

Mobile performance increased 42% YoY after the STC & Arcserve post-merger website migration and redesign/rebrand was launched.

10,000+

Generated over 10K leads every year (over a 7 year period) by means of the STC digital experience, web, advertising, events and other physical experiences.

+24%

Ongoing UX/UI improvements with STC digital experience increased revenue growth from $24M to $89M within 6 years (24% CAGR)

+86%

Increase of 86% in page views resulted within first year of STC & Arcserve merger with the entirely new UX/UI and optimized Arcserve DX.

+268%

Launching the new RSH website and subsequent updates drove web sales from $38M to $140M (+268%) from 2020-2024, and accounted for ~30-35% of revenue.

+70%

Optimized UX/UI, A/B testing, CRO, SEO maximized content engagement contributed to over 70% improvement in STC web search traffic over 3 years.

+232%

Software trial downloads grew by 232% within 6 months of the STC DX launch.

+692%

Software demo requests increased 692% within 6 months shaped by the company rebrand & DX launch and the TA Associates $187M investment in STC.

+92%

The RSH digital experience transformation led a surge from 1.4M to 2.7M users in 2025 representing more than a 92% YoY increase.

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SELECTED WORK

Designed & Engineered for Impact

An eCommerce Digital Experience Transformation

Driving the transformation of a B2B/B2G organization from legacy into a modern, unified eCommerce platform. This initiative bridges multiple web properties tailored specifically to industries including aerospace, medical, manufacturing, electronics, and automotive.

Redefining UX/UI for AI-Enabled Data Protection

Steering the integration and the reimagining of two award-winning brands who joined forces to form a singular data protection powerhouse. Arcserve is a cyber resilience pioneer protecting business critical data from ransomware, cyberattacks, and disasters by offering data protection software designed for SMBs and mid-size organizations.

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Simplifying an AI-Powered CX Management SaaS Platform for Healthcare

A streamlined user experience and customer journey for a software development organization specializing in customer experience (CX) with a reputation management platform designed for healthcare groups.

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AI-Assisted Scheduling of Meetings Redesigned and Simplified

A partnership formed to create a whole new design and architect a user experience that would improve customers experiences at a whole new level within their AI-assisted workflows.

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An Optimized Experience for Physical AI, Software, and Cloud

A user-centered approach with key enhancements in UX/UI, website architecture, brand architecture and an experience that carefully tailored to the various users most often found in industries such as aerospace and defense, medtech, automotive, and robotics.

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Innovation for Physical Storage, Cloud, SaaS & Cybersecurity

An exciting new digital experience and brand identity for an award-winning company which fueled rapid business growth paving the way to a $187M investment and a merger with Arcserve.

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MY DESIGN + ENGINEERING APPROACH

Architecture-Led Design

Bringing together the worlds of design and engineering with intention, by translating complex technical architecture into intuitive experiences, ensuring every decision drives clarity and efficiency.

Information Architecture

Design System Governance

Workflow Optimization

Engineering structured frameworks for robust and scalable digital experiences, built from the ground up.

Designing consistent, reusable UI components that accelerate development and maintain brand integrity.

Identifying and removing friction points in complex user flows to enhance productivity.

UNIFIED COLLABORATION

Integrated Design Systems

Leveraging industry-leading tools and methodologies to build resilient and adaptable UX guidelines and UI design components, ensuring seamless collaboration and consistent brand expression across digital experiences and product outcomes.

Figma Token Variables

Component Systems

Design System Architecture

Defining granular design parameters that integrate directly into development workflows for precise control and scalability.

Translating visual designs into modular, reusable React components, ensuring front-end feasibility and maintainability.

Building comprehensive tokenized design systems from the ground up, ensuring consistency and efficiency across all platforms.

Do you wonder why your users are not converting better?

Let's learn together how we can flip those obstacles your users are facing upside down and create powerful high-performing digital experiences.

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