SELECTED ACHIEVEMENTS
SELECTED ACHIEVEMENTS
Amazing Barley Life
TopGear, Toptal's Merch
FreshBox, Recipe App
Constitution Global, Refresh
WasteTracking.com
Scion XD, Hot lava
ABOUT
Leading design from concept to scale — shaped by agency and in-house experience.
Agency and Brand Experience
MY APPROACH
I focus on impact and outcome first — then design the clear path to get there.
I strip away noise to make what matters clear and complexity simple.
Every design decision moves the experience forward — no wasted moves.
I bring teams in early to co-create experiences and solutions that truly work.
Amazing Barley Life
2025 (ongoing)
Designing a wellness brand from the ground up, one that informs, empowers, and converts.
Helping build the digital foundation for a science-backed wellness startup grounded in healing, purpose, and science. As the first design hire, I lead creative and design strategy, brand storytelling, social marketing, and scalable systems to drive brand clarity, product trust, and early growth. This ongoing project is still unfolding in real time.
MVP site — in-progress
Key Impact Highlights
The Situation
Amazing Barley Essentials is a wellness startup offering 100% organic barley grass products. With no digital presence, the brand needed more than a website. It had to build trust, educate skeptics, and convert health-conscious customers. The challenge was to shape a credible, conversion-focused brand that blends science, nature, and personal healing.
The Task
As the first design hire, I partner closely with the founder to bring her vision to life. I was tasked with leading the brand and digital strategy, defining visual identity, and building scalable design systems to support growth.
The Action
The Results (Progress & Early Wins)
TopGear, Toptal's eCommerce Platform
Shipped in 2022
Rebuilt Toptal's merch platform in-house, removed vendor friction, and strengthened engagement and sales.
Oversaw the end-to-end redesign of TopGear, Toptal's exclusive merch platform, aligning UX strategy, stakeholder goals, and system constraints into a scalable, on-brand experience owned by the internal team.
Key Metrics Snapshot
The Situation
Toptal, a global network connecting businesses with top-tier freelance talent, relied on a third-party vendor for their merch store. The platform worked but limited fulfillment options, slowed updates, and caused friction for internal teams.
The Task
As Product Design Team Lead, I partnered with the product manager to lead the end-to-end design process. The goal was to rebuild the merch platform in-house to make it scalable, responsive, fully on-brand, and give Toptal complete control over eCommerce operations. While a dedicated product designer handled all visual and UI design and translated requirements into polished designs, I led UX strategy, research, and internal alignment. I translated product and business needs into a usable, scalable solution. Owned (but was not limited to) UX and design strategy, research planning, stakeholder interviews, platform thinking, internal alignment, mentorship, and product design oversight.
The Action
We centered the redesign on one question: “How might we boost engagement and sales while removing friction from third-party reliance?” Key steps included:
We also added a second European warehouse to improve international reach, improving international shipping capabilities and lowering shipping costs and faster delivery times.
The Results
FreshBox, Recipe App
Led MVP design in 2023
MVP recipe app that validated a meal-prep concept with guided checklists and ingredient delivery.
FreshBox was a lean MVP recipe app designed to validate a new meal-prep concept through guided checklists and integrated ingredient delivery. As sole designer, I led the project's end-to-end design, turning client goals into a clear, mobile-first progressive web app experience.
Although the product was later discontinued due to market and operational factors beyond design scope, it delivered valuable insights, reusable design patterns, and reinforced that simplicity in UX alone can’t overcome high operational complexity behind the scenes.
The Situation
FreshBox aimed to make cooking approachable and fun by simplifying meal prep and connecting inspiration to ingredients through an integrated delivery experience. The goal was to validate the concept with a focused MVP.
The Task
As a contract designer, I was tasked with translating the client’s early-stage idea into a functional, user-centered app that could be tested and iterated on quickly. The MVP needed to balance user needs with operational realities while setting a foundation for scalability. Owned (but was not limited to) UX strategy, product thinking, UI/visual design, design systems, art direction, user research, usability testing, and mobile-first execution.
The Action
The Results
Constitution Global, Web Refresh
Launched in 2018
Modernized a global finance brand that rebuilt trust, clarified offerings, and enabled growth.
Brought in as the sole freelance designer, I led brand repositioning, UX strategy, and visual design that translated business goals into a clear, scalable digital experience aligned with investor needs.
Key Impact Highlights
The Situation
Constitution Global is a financial advisory firm operating across borders that needed a modern website to build credibility, clarify complex services, and attract institutional investors. Their old site was outdated*, hard to navigate, and did not connect with high-value audiences.
* Here's a screenshot of their old site, which no longer reflected their premium positioning. It was also built on outdated Flash technology, causing some sections to display error messages.
The Task
As the sole freelance designer, I was brought on to lead the brand refresh and all design efforts for the website redesign. The goal was to clarify offerings, modernize perception to strengthen credibility and trust, and build a scalable foundation for growth. I owned everything in design, including (but not limited to) stakeholder alignment, content architecture, UI, visual systems, art direction, responsive web, and full execution.
The Action
Research revealed a disconnect between who they really are as a brand and how they were represented online. The goal was to close that gap and create a digital presence that reflected their credibility and expertise. I asked: “What does trust look like online, and how do we make it tangible?” This led to a three-part strategy:
* As part of the design process, I created multiple modular sections in wireframes (a few shown below) containing sidebars, content grids, and image galleries. This made it possible to build pages without new layouts, maintain consistency, and speed up iteration and concept validation.
The Results
WasteTracking.com
Released in 2015
Designed a real-time sustainability dashboard that replaced spreadsheets with branded, public-facing insights and built an integrated online portal for seamless access.
From manual reports to real-time clarity, this platform was designed to boost transparency and drive user adoption. I led the design and front-end development (yes, I code too) to transform legacy tools into a branded, accessible dashboard with an integrated online portal, making sustainability data easy to access and understand.
Key Impact Highlights
The Situation
Green Halo Systems is an online platform that helps businesses track and report construction waste recycling, enabling cost savings, compliance, and sustainability without paper forms. Their legacy system required logins, spreadsheets, and manual reports, making waste data difficult to access and understand. The challenge was to modernize client access by building a public-facing dashboard without requiring a user login and design a supporting portal that combined account access, product education, and brand storytelling to make sustainability data accessible, branded, and easy to use.
The Task
As the sole designer and front-end developer (yes, I code too — HTML, CSS and basic JS) on contract, I was responsible for translating a raw concept into a fully branded, real-time product experience. Owned (but was not limited to) product thinking, creative strategy, UX/UI design, art direction, and visual systems.
The Action
The Results
Scion XD Hot Lava Series
Went live in 2008
Brought the fire. Built the hype. An interactive concept that launched Scion xD's Hot Lava Series.
Tasked with creating a bold microsite for Scion's limited-run Hot Lava xD, I designed an immersive experience that played up the car's fiery aesthetic through interactive storytelling and gamified discovery. This pitch-winning concept melted expectations — literally.
Key Impact Highlights
The Situation
Scion, a sub-brand of Toyota, wanted to create buzz around its limited-edition xD “Hot Lava” model, a fiery, color-shifting finish that changed tone depending on the light. The challenge was to design a microsite that went beyond listing specs to fully embody the car's bold identity in a memorable, interactive way.
The Task
As Senior Art Director at Extractable (now Epsilon), I was responsible for crafting an interactive concept and leading the creative direction and visual design for the pitch. The goal: merge product storytelling with motion-driven engagement to inspire excitement and deepen brand connection. Owned (but was not limited to) visual design, concept development, creative and art Direction, storyboard, storytelling, and pitch design.
The Action
The Results
Your Design Partner Across Web, Product, and Brand
Who
I'm a designer with a strategic mind and a storyteller's heart — blending data and strategy with creativity and technology to build what matters most.
What
From product flows and brand systems to campaigns and websites, I design work that's clear, human, and conversion-aware. Whether shaping something new or elevating an existing one, I bring design that moves — and moves the needle.
Why
Great design is clarity. It's connection. It's results. My goal is always the same: create work that earns its place — visually, functionally, and strategically.
Where
Based in the San Francisco Bay Area, I work with teams across time zones — helping brands grow remotely with speed, clarity, and care. My work has engaged over 1M users, launched 300+ projects, and driven measurable business impact.
When
Nearly two decades in — and still energized by a blank canvas. I started in agencies when Flash banners and microsites ruled the web, and I've been evolving ever since. Today, I'm here to help you build what's next.
How
With intention. With process. And always with people at the center. I work across web, product, and brand — crafting visual systems, collaborating fast, and delivering experiences that stick.
Things I do
AI Innovation
Applications
Brand Storytelling
Creative Direction
Design Strategy
Execution
Product Thinking
Research
Usability
UX / UI / IX
Visual Systems
Web Experiences
Big ideas need bold design.
Let's connect and make it happen.
