“If someone thinks your product sucks, they don’t pay you.”
The exec team was sitting in a fireside chat with a prominent, successful CEO who had sold his company for upwards of 3B. He spent an hour or so telling his story, the highs and the lows—with everyone nodding heads and jotting down notes.
I like to think in these moments we’re all meant to hear different “nuggets” that resonate with our leadership styles and disciplines. They call us out, give us new lenses to see the company and decisions through. NRR, retention, and customer sentiment was at the forefront of my mind. As a UX leader, this set of metrics is a pulse check. And our pulse was steady, but starting to feel like a drag.
Why are they churning? is a question that has thousands of answers, nuanced, and aloof. “Sucks” is hard to measure. Conversion, churn, logo retention (and let’s face it, a hundred other things) aren’t. You can spend endless hours digging through data to land on this universal truth, and if I could sum up the role of UX in one sentence, this would be it. Your customers are speaking to you. Make a product they love, and they’ll pay you. It’s as simple (and as hard) as that.
Art and psychology met design and technology.
Built up in the world of print design, brand and grit from the true agency hustle days, my career grows in parallel with technology. I still benefit from the early years of fundamental design principles that have been drilled into the minds of every agency designer since the inception of the field, but today it’s mixed with deep product strategy roots and the belief that bringing humanity and technology together is what the biggest success stories are made of.
Early career work
-
![]()
Dyn DNS
B2B/B2C • SaaS • Product Design + Brand
Sold to Oracle cloud in 2016, Dyn DNS was critical internet infrastructure that held much of the internet up with it’s technology. I was lucky enough to do both product and brand design before the 600M acquisition.
-
![]()
Agency & Freelance, 2007 – 2016
B2B/B2C • Ecomm • Web • Brand • Print
A trip back in time (but really, it’s vintage)—full of big brand names like New Balance and Kronos, and a showcase of the skills I built my career on.
-
![]()
Fuze - Admin & Partner channels
B2B • SaaS • Channel Sales
-
![]()
Charged Concepts
Branding • Ecommerce • Print • Packaging
A couple of industrial designers early on the portable charger scene needed a full brand package. We collaborated on their brand archetype, voice and tone, and every element of their brand experience together.
I choose my
bets carefully, and commit fully to the ones that matter—
because how you do one thing is how you do everything.
I mentor women in tech, because I was driven enough to get here, but also lucky enough to have had people in my corner. I believe it’s part of my role to share it.
I am relentless in the pursuit of great (personally and professionally) which often has me asking hard questions, and being asked them in return. You don’t win by staying where you are. Same actions same results. If you want different results, we need to change the variables.
I will always have the hard conversation, but with as much empathy, grace and humanity as allowed. I’m here to develop leaders, not just designers.
I believe in collecting experiences, and that finding and sharing joy is what makes the world go round.