JUDGMENT

How I decide

Most product failures aren’t execution failures. They’re judgment failures. Building the wrong thing perfectly is still the wrong thing. Before I design or build anything, I run it through a filter.

1. Is the pain real, or assumed?

   Before sketching a single idea, I go looking for evidence. User interviews, analytics, support tickets, App Store reviews, churn data, anything that gets me closer to the actual problem rather than the assumed one. The real problem is almost always one layer deeper than what surfaces first.

2. Can we learn fast?

   If I can’t know within a week whether something is working, the experiment is too big. I break it down until I can run a test, watch someone use it, or get a signal, then iterate.

3. What’s the smallest version that proves the idea?

   I cut scope until it hurts, then cut a bit more. An MVP isn’t a smaller version of the full product. It’s the version that answers the one question that matters most right now.

4. Does it hold up when real people touch it?

   Shipping is the beginning, not the end. I watch how people actually use what was built, not how I imagined they would. Then I iterate. The first version is a hypothesis; what comes after is the real product.

Selected Work

Founding PM · Product Designer · Engineer

Peppermint

AI Assistant: Product, Design & Engineering

Built the core product from concept to launch: a macOS AI assistant that captures context passively, surfaces proactive insights, and adapts to how you think and work. Led PM, design, and wrote Swift/Python across the full stack.

View case study →Visit ↗

Founder · Product · Ecommerce · Operations

Pawty Box

Pet Gifting Brand: Product & Operations

Built and ran a pet gifting brand end-to-end: product sourcing, pricing, seasonal collections, influencer partnerships, ad campaigns, and 50+ orders shipped. No playbook, no team, no department to hand things to.

View case study →Visit ↗

Product Designer · UX Strategy · Growth

Outsite

Coliving Platform: Product & Growth

Redesigned core conversion surfaces across homepage, deals, membership, and team retreats: driving measurable lifts in bookings, membership applications, and overall engagement on a 50k+ member platform.

View case study →Visit ↗

Product Design · UX Strategy · Brand Designer

Clair.Tech

Healthcare Platform: UX Strategy & Product

Led UX strategy and product design for a data-driven patient health platform: improving the overall platform experience and designing a women's health program to fit within it, from brand and website to platform UI and design system.

View case study →Visit ↗

Product Designer · UX Researcher · End-to-End Design

Lilokwi

Audio Storytelling: Product Strategy & Launch

Led product discovery, user research, and strategy for a private family audio platform, narrowing scope from an overwhelming idea board to a shipped iOS app. Defined MVP, ran A/B testing, and drove it to App Store launch.

View case study →

UX/UI Designer

magicplan

AR Floor Plan App: Product & UX

Redesigned the AR Capture experience for a 20M+ download floor plan app. Led user research with 14 recruited participants, iterated under Apple's Enterprise Partnership review, and shipped a simpler, more guided AR scanning flow.

View case study →Visit ↗

Skills & Expertise

• Product Strategy & Execution

  Product discovery, roadmap shaping, prioritization, MVP definition, feature scoping, go-to-market thinking, and launch execution across SaaS, B2B, B2C, and AI products.

• AI Product Design & Automation

  AI-native UX, memory and context systems, permissions, onboarding, automation workflows, human-in-the-loop flows, privacy, user control, and practical AI adoption.

• UX Strategy & Research

  User interviews, rapid prototyping, usability testing, information architecture, onboarding journeys, dashboards, complex flows, and translating abstract ideas into clear product experiences.

• Startup Leadership & Cross-functional Collaboration

  Fast-moving startup execution across product, design, frontend, and operations: founder collaboration, engineering handoff, QA, mentoring, and team alignment.