I turn complex products - SaaS, B2B, D2C, AI-powered platforms, e-Commerce, Marketing - into experiences people trust and use daily.
Selected Work
An 8-step candidate evaluation process meant recruiters trusted the checklist more than their own judgment. I redesigned it down to 4 steps without hiding the reasoning that made the AI's recommendations trustworthy.
Four sub-brands, five service lines, one Figma file with no shared system - a new visitor couldn't tell what Swivel actually did. I rebuilt the information architecture so they could, in one scroll.
A good coaching answer and a wrong one look identical - until a user acts on it and wastes a lesson. I helped design the conversational flows that made real-time racing advice something a user could actually act on with confidence.
A wrong product recommendation isn't a UX miss, it's a return and a lost customer. With no fitting room to fall back on, I designed quiz logic that had to get it right in one try - across brands from lingerie to pet care.