projects
I help startups and series A—D teams to establish a strong connection between their product and customers
.clients
Convincing someone to digitally pledge their investments — their retirement savings, their children's college fund — through an app nobody had heard of, using a process nobody had done before? That was the real design challenge. And there was no map for it. No existing app to benchmark. No users to interview. Just me, a founder's conviction, and a blank Figma canvas.
The app had been built. It had been launched. Nobody was using it. Just an idea in action, no experience was defined from the user's perspective.
From clipboards to taps—a digital shift for manual pick-and-check operations. The goal wasn’t just digitization, but reducing effort—making information instantly clear and actions effortless in the middle of motion.