A competitive advantage is
achieved by taking risks.

The goal is always to connect with customers
and develop products that people love to use.

With over 15 years of leadership in collaborating with top technical teams, I focus on leveraging human-centered design to unlock transformative opportunities for both people and organizations. My approach emphasizes simplicity and efficiency, ensuring that our digital solutions foster deep user connections. By leading teams to innovate and execute meticulously designed experiences, we don’t just design – we drive business success.

“The purpose of business is to create and keep a customer.”

— Peter F. Drucker

Farmers Business Network (FBN)

SENIOR PRODUCT DESIGN MANAGER

As Senior Product Design Manager at FBN, I was responsible for transforming the agricultural technology (AgTech) and commerce platform from a yearly paid membership model to an open platform for farmers. By leading the implementation of a common design library, a new content management system, and multiple SEO experiments, my strategic design efforts directly contributed to a 6x increase in user memberships and generated hundreds of millions in revenue. I facilitated workshops that inspired hundreds of new ideas based on farmers' journeys and organized a series on Design Thinking to evangelize its benefits throughout the organization. These collaborations led to enhancements in platform usability, improved product discovery, and streamlined customer engagement workflows, ensuring seamless integration with the Commerce, Finance, and Marketing teams. My role also involved developing design frameworks focused on accessibility, navigational consistency, and personalized content tailored to farmers' needs. These efforts ultimately helped FBN create impactful solutions that empowered its members to make confident decisions and ensure the economic viability of their farms.

www.fbn.com

Through interviews and interactions, we listened to our farmers' unique needs and, through quick experiments, delivered the right solutions at the right time.

Project: Open Platform Transformation

Project Overview

This project aimed to shift the FBN platform from a paid membership model to an open platform for verified farmers. The strategic focus lies on enhancing self-service onboarding, reducing friction, and providing value quickly.

Challenges

Shifting away from a salesperson-centric model toward a seamless, automated self-service onboarding process required:

Developing new account creation and verification processes that are accessible and clear for farmers.
Identifying user motivations for sign-up ("Reason For Sign Up") and building relevant onboarding experiences.
Implementing moderation and verification systems to ensure only verified farmers access community features.

Approach

Design Library & CMS: Creation of reusable components to ensure consistency and efficiency across entry points and flows.
SEO & Organic Search: Multiple experiments were conducted to optimize onboarding flow visibility and reduce friction.
User Journeys:
- Mapping entry points (e.g., homepage, product pages) to align flows with a "reason for sign-up."
- Building tailored experiences and first-user onboarding flows that address farmer needs based on their interests.
Community Moderation & Verification:
- Developing a user verification system to maintain the community’s exclusivity.
- Implementing processes to safely moderate and manage new user contributions.
Project Management:
- Following a sprint-based schedule to progressively refine designs, align with stakeholders, and iterate through continuous testing.

Results

6x Growth: Significant growth in user memberships due to the seamless onboarding experience.
Revenue Generation: Hundreds of millions in revenue were generated by removing the paywall and offering personalized solutions at scale.

Primal Loop

Founder & Principal

Established in 2015.

As the Founder of Primal Loop Primal Loop, a Brooklyn-based UX Design & Strategy consultancy, I lead efforts across various industries to enhance business growth and improve user interaction. Our team collaborates with both groundbreaking startups and Fortune 500 companies, delivering transformative solutions. Notable projects include refining onboarding processes using media analytics and AI, developing comprehensive dashboard strategies for enterprise-level environmental and financial operations, designing intuitive interfaces for energy trading platforms, and implementing conversational systems for HR management. These initiatives have significantly improved operational efficiency, user engagement, and business scalability.

Some clients we’ve worked with include:

Fortune 100, Food & Beverage Company

Work Involved: Artificial Intelligence (AI), Growth Strategy, Emerging technology

Fortune 100, Telecommunications Company

Work Involved: Internet of Things, Mobile Technology

Fortune 500, Business Services Company

Work Involved: AI, Mobile Technology, System Architecture

See more at: www.primalloop.com

Go To Primal Loop

FINO Consulting

Director of UX and Design

At Fino Consulting, my role as Director of UX and Design allowed me to build and lead a diverse team skilled in user experience, product design, software development, and more. We redefined client engagement by employing data-driven design strategies and a deep understanding of user behavior to elevate user experiences and improve project deliverables across vital sectors such as energy and education. Our team excelled by harnessing our collective curiosity, empathy, and a strong desire for intuitive design, enabling us to delve into various markets, grasp user needs, and deliver impactful solutions. My responsibilities included monitoring technology market trends, identifying design innovations, and developing effectiveness metrics. I also crafted strategic marketing campaigns and systems to analyze financial markets, helping to identify new business opportunities and drive product launches.

www.finoconsulting.com

We combined our software, data, and design expertise to develop new ideas to help energy companies achieve their most important goals.

Notable PROJECT: APRICOT

Apricot is a formative assessment tool that allows teachers to collect real-time responses from every student to drive instruction.

Apricot is a neat tool that allows teachers to quickly and easily deliver writing prompts to students. It's very simple to use and the writing platform is just geared for writing. In today's digital world, having a teacher or a service send work directly to a parent's phone or laptop is priceless.

- Wenatchee School District's IT Department

Whiteboarding

User Flow

Site Map

Sketching

Design Patterns

UX Patterns

User Testing

Homepage

Registration

Schedule Experience

Class Experience

Teacher Experience

BEst MEMORY:

Accomplishing a complete redesign and launch of the Apricot Platform in just three months by aligning design team strengths.

FINO ACCOLADES & AWARDS:

Apricot Platform: “What a great tool to get your students writing daily!” – Teachers First

Apricot Platform: “Apricot seems to have a nice niche in the writing delivery and collection department.” – Wenatchee School District’s Instructional Technology Department

Teacher Tweet: “LOVE THIS! Can't wait to start using it - Fabulous idea for parent interaction to learn about their child's learning”

2015: Finalist for Microsoft Application Development Partner of the Year

2015: Named in Inc. Magazine as the 57th fastest-growing software company, with 3-year sales growth of 736%

2014: Named in Inc. Magazine as the 41st fastest-growing software company, with 3-year sales growth of 956%

MeeGenius

UX AND DESIGN Lead

At MeeGenius I led COPPA compliance design and experience efforts for an interactive e-book app for kids across native iOS, Android, Windows, and mobile-responsive web apps while also serving as a mentor to junior designers. I developed a unified company brand and broadened the appeal of MeeGenius products; these accomplishments increased revenue and partnership opportunities with the world’s largest publishers of children’s books.

MeeGenius was acquired by Houghton Mifflin Harcourt in August 2015 (Press Release)

www.meegenius.com

Homepage Testing

User Flow

Mobile Patterns

Annotations

Design Implementation

Brand Development

Animation

Feature Parity

Best MEMORY:

Leveraging the team in combination with automation scripts to meet a 12-hour deadline for the creation of 3,500 distinct icons and images for 700 book titles.

MeeGenius ACCOLADES & AWARDS:

2015: Houghton Mifflin Harcourt acquired MeeGenius.

2013: National Parenting Publication Award Winner for Preschool Virtual Products

2013: “Best Children’s Reading and Book Apps” – Scholastic.com

2013: “Best Interactive Games” award winner – SheKnows.com

2013: “Awesome, interactive children’s stories.” – TechCrunch

2012: “The future of e-books.” – Bloomberg TV

Voxy

LEAD Experience DesigNer

At Voxy I led the design of the personalized language learning features for ESL students around the world with an explicit focus on student efficacy. Relentless in the effort to drive business results, our improvements to the live tutoring portion of the site led to an increase of 450% in average revenue per customer. The new tutoring platform was a positive note toward closing the Series B round of $9.5M, led by Pearson Education.

www.voxy.com