Clear before clever.

I started in graphic design: brand systems, visual identity, the discipline of making things clear before making them clever. That instinct carried me into UX. Twelve years in, I've designed dealer portals for the automotive industry at OEC and real estate investing software at Realeflow, where I was Senior Design Lead. Highlights include the Leadflow mobile app, designed from first concept to launch, a map-based workspace that replaced about nine separate pages, and Baxter, the platform's AI assistant.

My process starts the same way every time: consistency, simplification, hierarchy. Then I check the work against the brand and decide whether it needs elevating or stripping back.

I work closely with developers. When something doesn't look right, I'd rather explain why a pattern works than just hand over a fix. Teams that understand the why make better calls when I'm not in the room.

I do my best work with structure around me. In order to think outside the box, you first have to know where the box begins and ends. That's where creativity starts.

These days I use AI the way I use Figma: a tool that speeds up the work, not the point of it.