Design Thinker
Your Design Partner
Your Design
Partner
Over a decade of experience in building exceptional digital products and leading adoption through change management and strategic business design.
Over a decade of experience in building exceptional digital products and leading adoption through change management and strategic business design.
"Bridging intelligence and intuition to design responsibly
human-centered digital futures."
"Bridging intelligence and intuition to design responsibly
human-centered digital futures."
"Bridging intelligence and intuition to design responsibly
human-centered digital futures."
"Bridging intelligence and intuition to design responsibly
human-centered digital futures."
Partner Loyalty Management
James Hardie’s existing contractor program was rep-centric and inflexible, creating a "natural constraint to growth." The strategic imperative was to transform the Alliance Partner Program into a scalable, best-in-class digital experience to drive market share. By implementing a disciplined, design-led framework, we successfully de-risked the transformation and launched the new platform within 6 months.
Impact
900+ Logins on the first day
Service Agents
30% Reduction in Calls in first 30 days
User Satisfaction
4.8/5 CSAT
Partner Loyalty Management
James Hardie’s existing contractor program was rep-centric and inflexible, creating a "natural constraint to growth." The strategic imperative was to transform the Alliance Partner Program into a scalable, best-in-class digital experience to drive market share. By implementing a disciplined, design-led framework, we successfully de-risked the transformation and launched the new platform within 6 months.
Impact
900+ Logins on the first day
Service Agents
30% Reduction in Calls in first 30 days
User Satisfaction
4.8/5 CSAT
Partner Loyalty Management
James Hardie’s existing contractor program was rep-centric and inflexible, creating a "natural constraint to growth." The strategic imperative was to transform the Alliance Partner Program into a scalable, best-in-class digital experience to drive market share. By implementing a disciplined, design-led framework, we successfully de-risked the transformation and launched the new platform within 6 months.
Impact on Day 1
900+ Logins
Service Agents
30% Reduction in Calls in first 30 days
User Satisfaction
4.8/5 CSAT
Partner Loyalty Management
James Hardie’s existing contractor program was rep-centric and inflexible, creating a "natural constraint to growth." The strategic imperative was to transform the Alliance Partner Program into a scalable, best-in-class digital experience to drive market share. By implementing a disciplined, design-led framework, we successfully de-risked the transformation and launched the new platform within 6 months.
Impact
900+ Logins on the first day
Service Agents
30% Reduction in Calls in first 30 days
User Satisfaction
4.8/5 CSAT
Luxury E-Commerce Re-Platform
Holt Renfrew's existing website platform was just a browsable, magazine-style catalog with limited functionality, incapable of providing the seamless omni-channel experience modern luxury customers demand. The company aimed to significantly increase online sales, introduce new competitive features, and improve back-office operational efficiency to support a larger product assortment along side a consignment style business model.
Brands available on site
~11,700 to over 33,900
Quarterly Net Sales
256% increase from $887K to $3.17M
Product Categories
64 to 554
Luxury E-Commerce Re-Platform
Holt Renfrew's existing website platform was just a browsable, magazine-style catalog with limited functionality, incapable of providing the seamless omni-channel experience modern luxury customers demand. The company aimed to significantly increase online sales, introduce new competitive features, and improve back-office operational efficiency to support a larger product assortment along side a consignment style business model.
Brands available on site
~11,700 to over 33,900
Quarterly Net Sales
256% increase from $887K to $3.17M
Product Categories
64 to 554
Luxury E-Commerce
Re-Platform
Holt Renfrew's existing website platform was just a browsable, magazine-style catalog with limited functionality, incapable of providing the seamless omni-channel experience modern luxury customers demand.
The company aimed to significantly increase online sales, introduce new competitive features, and improve back-office operational efficiency to support a larger product assortment along side a consignment style business model.
Brands available on site
64 to 554
Quarterly Net Sales
256% increase from $887K to $3.17M
Product Categories
64 to 554
Luxury E-Commerce Re-Platform
Holt Renfrew's existing website platform was just a browsable, magazine-style catalog with limited functionality, incapable of providing the seamless omni-channel experience modern luxury customers demand. The company aimed to significantly increase online sales, introduce new competitive features, and improve back-office operational efficiency to support a larger product assortment along side a consignment style business model.
Brands available on site
~11,700 to over 33,900
Quarterly Net Sales
256% increase from $887K to $3.17M
Product Categories
64 to 554
Blockchain Public Finance Manager
Governments and public sector organizations faced increasing pressure to enhance the effectiveness, security, and transparency of their financial systems. Key challenges included a lack of trust and transparency, inefficient processes, poor data sharing, weak internal controls, and inadequate risk management. There was a critical need for an integrated IT system to ensure taxpayers' money was raised and spent as effectively as possible.
Financially independant
within 1 year
First year revenue
$7 million
Time to Market
8 months MVP
Blockchain Public Finance Manager
Governments and public sector organizations faced increasing pressure to enhance the effectiveness, security, and transparency of their financial systems. Key challenges included a lack of trust and transparency, inefficient processes, poor data sharing, weak internal controls, and inadequate risk management. There was a critical need for an integrated IT system to ensure taxpayers' money was raised and spent as effectively as possible.
Financially independant
within 1 year
First year revenue
$7 million
Time to Market
8 months MVP
Blockchain Public Finance Manager
Governments and public sector organizations faced increasing pressure to enhance the effectiveness, security, and transparency of their financial systems. Key challenges included a lack of trust and transparency, inefficient processes, poor data sharing, weak internal controls, and inadequate risk management.
There was a critical need for an integrated IT system to ensure taxpayers' money was raised and spent as effectively as possible.
Financially independant
within 1 year
First year revenue
$7 million
Time to Market
8 months MVP
Blockchain Public Finance Manager
Governments and public sector organizations faced increasing pressure to enhance the effectiveness, security, and transparency of their financial systems. Key challenges included a lack of trust and transparency, inefficient processes, poor data sharing, weak internal controls, and inadequate risk management. There was a critical need for an integrated IT system to ensure taxpayers' money was raised and spent as effectively as possible.
Financially independant
within 1 year
First year revenue
$7 million
Time to Market
8 months MVP
Architecting a Data-Driven Transformation for Manufacturing Sales & Service Teams
One of the global giants in label manufacturing faced significant strategic headwinds caused by a fragmented and reactive commercial process.
Both Sales and Customer Service teams struggled by data silos across disconnected systems, leading to a reactive culture, high customer churn, and significant operational inefficiencies. The core challenge was to transform these separate functions into a unified, proactive commercial engine.
Pipeline Growth
3.5 X Projected
Opportunity win-rate
10-15% improvement
Reduction in Deal Time (Avg)
20%
Architecting a Data-Driven Transformation for Manufacturing Sales & Service Teams
One of the global giants in label manufacturing faced significant strategic headwinds caused by a fragmented and reactive commercial process.
Both Sales and Customer Service teams struggled by data silos across disconnected systems, leading to a reactive culture, high customer churn, and significant operational inefficiencies. The core challenge was to transform these separate functions into a unified, proactive commercial engine.
Pipeline Growth
3.5 X Projected
Opportunity win-rate
10-15% improvement
Reduction in Deal Time (Avg)
20%
Medical Supply Chain Management
How might we create a single view of vaccine shipments and transactions so that all groups involved can have shared and up to date information?
Merck was partnering with various supply chain partners to build a blockchain network for continuous reciprocal flow of information with external trading partners, enable seamless transactions and enhance customer experience with blockchain/RPA at its core.
Impact
5/5
POC Complete
30% Reduction in Calls in first 30 days
Revenue 2025*
$16.4M
Architecting a Data-Driven Transformation for Manufacturing Sales & Service Teams
One of the global giants in label manufacturing faced significant strategic headwinds caused by a fragmented and reactive commercial process.
Both Sales and Customer Service teams struggled by data silos across disconnected systems, leading to a reactive culture, high customer churn, and significant operational inefficiencies. The core challenge was to transform these separate functions into a unified, proactive commercial engine.
Pipeline Growth
3.5 X Projected
Opportunity win-rate
10-15% improvement
Reduction in Deal Time (Avg)
20%
Telecom Native OS App
Fido was under a complete re-branding and wanted to create native apps for Android and iOS to begin the process of a seamless customer journey from stores to reps to apps. This project required working with various different department heads to get buy-in. We were required to follow strict guidelines relating to the Rogers and Fido methodology of getting approvals and keeping up to standards.
Winners of
Design Edge Awards
App Store Rating
4.5 Stars
Time to Market
<12 months
Telecom Native OS App
Fido was under a complete re-branding and wanted to create native apps for Android and iOS to begin the process of a seamless customer journey from stores to reps to apps. This project required working with various different department heads to get buy-in. We were required to follow strict guidelines relating to the Rogers and Fido methodology of getting approvals and keeping up to standards.
Winners of
Design Edge Awards
App Store Rating
4.5 Stars
Time to Market
<12 months
AI Use Case Workshop
Using design thinking to lead executive leaders into the world of AI.
Use Cases identified
25+
with 8+ Execs
Alignment attained
$5.1 M
New Business identified
Telecom Native OS App
Fido was under a complete re-branding and wanted to create native apps for Android and iOS to begin the process of a seamless customer journey from stores to reps to apps. This project required working with various different department heads to get buy-in. We were required to follow strict guidelines relating to the Rogers and Fido methodology of getting approvals and keeping up to standards.
Winners of
Design Edge Awards
App Store Rating
4.5 Stars
Time to Market
<12 months
Design Thinking meets ADKAR
My leadership philosophy is that curiosity is the most effective tool against ambiguity. By turning the unknown into a structured learning process, I empower my teams to not just execute, but to innovate and define the future state of the product.
01
Empathize
This is the cornerstone of the process as it involves setting aside preconceived assumptions and conducting deep, user-centric research to gain a genuine understanding of people's needs, motivations, and pain points. Techniques include direct observation in the user's context, engaging in conversational interviews, and immersing oneself in their experiences.
Define
Synthesis of the vast amount of information collected during the Empathize phase with the objective is to analyze the observations and articulate the core problems in the form of a human-centered problem statement. A well-crafted problem statement provides direction without limiting creativity, focusing on the needs of real people rather than abstract business goals.
02
Ideate & Prototype
With a clear, human-centered problem statement, this phase focuses on generating a wide range of potential solutions. It is a period of divergent thinking, where the goal is to challenge assumptions, explore unconventional ideas, and push beyond the obvious. This is also an experimental phase where ideas are made tangible.
03
Test & Deliver
The refined prototypes are tested with real users to gather feedback and deepen the team's understanding of the solution and the people they are designing for. Testing is an opportunity to learn what works and what doesn't, and the results are often used to redefine the problem or generate new ideas, feeding back into earlier stages of the iterative cycle.
04
Design Thinking meets ADKAR
My leadership philosophy is that curiosity is the most effective tool against ambiguity. By turning the unknown into a structured learning process, I empower my teams to not just execute, but to innovate and define the future state of the product.
01
Empathize
This is the cornerstone of the process as it involves setting aside preconceived assumptions and conducting deep, user-centric research to gain a genuine understanding of people's needs, motivations, and pain points. Techniques include direct observation in the user's context, engaging in conversational interviews, and immersing oneself in their experiences.
Define
Synthesis of the vast amount of information collected during the Empathize phase with the objective is to analyze the observations and articulate the core problems in the form of a human-centered problem statement. A well-crafted problem statement provides direction without limiting creativity, focusing on the needs of real people rather than abstract business goals.
02
Ideate & Prototype
With a clear, human-centered problem statement, this phase focuses on generating a wide range of potential solutions. It is a period of divergent thinking, where the goal is to challenge assumptions, explore unconventional ideas, and push beyond the obvious. This is also an experimental phase where ideas are made tangible.
03
Test & Deliver
The refined prototypes are tested with real users to gather feedback and deepen the team's understanding of the solution and the people they are designing for. Testing is an opportunity to learn what works and what doesn't, and the results are often used to redefine the problem or generate new ideas, feeding back into earlier stages of the iterative cycle.
04
Design Thinking meets ADKAR
My leadership philosophy is that curiosity is the most effective tool against ambiguity. By turning the unknown into a structured learning process, I empower my teams to not just execute, but to innovate and define the future state of the product.
01
Discover
Brainstorming sessions in order to take their needs and company goals into account. Define the scope and objectives of the project and lays a fundamental foundation for everything that comes after.
Develop
Define the user experience, test and evaluate design concepts, and analyze how your designs will inform behavior and effect the experience of the user.
03
Define
Gather additional information about the ideal client, market opportunities and design sprint. Getting direct feedback from users themselves through user surveys and field activities.
02
Deliver
Determine design patterns, elements of template pages, different framework options, and work with developers to test design functionality.
04
Design Thinking meets ADKAR
My leadership philosophy is that curiosity is the most effective tool against ambiguity. By turning the unknown into a structured learning process, I empower my teams to not just execute, but to innovate and define the future state of the product.
01
Empathize
This is the cornerstone of the process as it involves setting aside preconceived assumptions and conducting deep, user-centric research to gain a genuine understanding of people's needs, motivations, and pain points. Techniques include direct observation in the user's context, engaging in conversational interviews, and immersing oneself in their experiences.
Define
Synthesis of the vast amount of information collected during the Empathize phase with the objective is to analyze the observations and articulate the core problems in the form of a human-centered problem statement. A well-crafted problem statement provides direction without limiting creativity, focusing on the needs of real people rather than abstract business goals.
02
Ideate & Prototype
With a clear, human-centered problem statement, this phase focuses on generating a wide range of potential solutions. It is a period of divergent thinking, where the goal is to challenge assumptions, explore unconventional ideas, and push beyond the obvious. This is also an experimental phase where ideas are made tangible.
03
Test & Deliver
The refined prototypes are tested with real users to gather feedback and deepen the team's understanding of the solution and the people they are designing for. Testing is an opportunity to learn what works and what doesn't, and the results are often used to redefine the problem or generate new ideas, feeding back into earlier stages of the iterative cycle.
04
Skills
Prompt Engineering
AI
Conversational Design
Design Systems
AI Agent Builder
Product Management
Cross-Functional Leadership
Systems Thinking
Adoption Strategy
Stakeholder Management
Business Strategy
Facilitating Difficult Conversations
UX Audit
Situational Leadership
Solutions Design
UX Research
Roadmap Strategy
Skills
Prompt Engineering
AI
Conversational Design
Design Systems
AI Agent Builder
Product Management
Cross-Functional Leadership
Systems Thinking
Adoption Strategy
Stakeholder Management
Business Strategy
Facilitating Difficult Conversations
Solutions Design
UX Research
Situational Leadership
UX Audit
Roadmap Strategy
Skills
Prompt Engineering
AI
Conversational Design
Design Systems
AI Agent Builder
Product Management
Cross-Functional Leadership
Systems Thinking
Adoption Strategy
Stakeholder Management
Business Strategy
Facilitating Difficult Conversations
UX Audit
Situational Leadership
Solutions Design
UX Research
Roadmap Strategy
Experience
Experience
Adoption Experience & Change Partner, Design Leader
Adoption Experience & Change Partner, Design Leader
Adoption Experience & Change Partner, Design Leader
Salesforce
Salesforce
Aug 2022 - Current
Aug 2022 - Current
Service Design Leader, Associate Director
Service Design Leader, Associate Director
Service Design Leader, Associate Director
EY
EY
Jan 2019 - Aug 2022
Jan 2019 - Aug 2022
Educator, Design Leadership and UX Design
Educator, Design Leadership and UX Design
Educator, Design Leadership and UX Design
Brainstation
Brainstation
Dec 2024 - Present
Dec 2024 - Present
Principal Architect
Principal Architect
Principal Architect
Publicis Sapient
Publicis Sapient
Jun 2018 - Jan 2019
Jun 2018 - Jan 2019
Design UX/ UI Lead
Design UX/ UI Lead
Design UX/ UI Lead
Wavefront Innovation
Wavefront Innovation
Jun 2017 - Jun 2018
Jun 2017 - Jun 2018
Design Lead - Telecom (Rogers, Fido, Telus)
Design Lead - Telecom (Rogers, Fido, Telus)
Design Lead - Telecom (Rogers, Fido, Telus)
Consulting Vendor
Consulting Vendor
April 2016 - Jun 2017
April 2016 - Jun 2017
Design Consultant (Digital)
Design Consultant (Digital)
Design Consultant (Digital)
PM Design and Marketing
PM Design and Marketing
Jan 2015 - April 2016
Jan 2015 - April 2016
Checkout LinkedIn for further work experience.
Checkout LinkedIn for further work experience.
Checkout LinkedIn for further work experience.
Frequently asked questions
What is your design philosophy?
What tools and software do you use?
How do you measure the success of your work and solutions?
What is your design philosophy?
What tools and software do you use?
How do you measure the success of your work and solutions?
What is your design philosophy?
What tools and software do you use?
How do you measure the success of your work and solutions?
What is your design philosophy?
What tools and software do you use?
How do you measure the success of your work and solutions?
Let's create a delightful and intuitive world.
Let's create a delightful and intuitive world.
Let's create a delightful and intuitive world.
Let's create a delightful and intuitive world.
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Let's Chat
Find me on Linkedin. Let's meet for a coffee chat if you are in the NYC area and go back to IRL.
Connect
Let's Chat
Find me on Linkedin. Let's meet for a coffee chat if you are in the NYC area and go back to IRL.
Connect