Curiosity, structured.
I have always been more interested in how people think, how things are structured, and why some experiences feel effortless while others feel exhausting. Over the last decade that curiosity became a career: making complex digital systems clearer, across more than 50 organizations in healthcare, higher education, and beyond.
Today I’m Director of Experience at Primacy, leading experience strategy from discovery through delivery. I help teams navigate complexity, make decisions that hold up, and build systems that survive new content, new teams, and the next reorganization. The path here was not linear, and it was not planned.
The journey here
Where it started
Design was in the house before it had a name. My dad worked in human-computer interaction, before the field was called UX, and my mom is an artist, so I grew up between systems and aesthetics, curious about how things work and how they feel.
From psychology to method
I started in psychology, fascinated by how people decide, perceive, and get stuck. A master’s in user-centered design turned that into method: research, structure, and testing, and the habit of translating how people actually think into things teams can build.
The real problem is the structure
Agency work taught me the real problem is rarely the screen, but the structure beneath it: the taxonomy, the model, the operations. As the scope grew from single sites to multi-site ecosystems, the job became building systems that survive reorganizations, new content, and new teams without falling apart.
Philosophy
Structure before surface
The hard problems usually hide in the structure, not the screen. A sound taxonomy and content model carry an experience further than any layout, and good structure does the thinking so the person on the other end does not have to.
Evidence over opinion
Taste is not a strategy. Decisions last longer when they are grounded in how people actually perceive and decide, and tested before launch rather than defended after it.
Lead with momentum
Momentum matters more than mockups. A vision only counts once it survives the messy middle, the blockers, the trade-offs, and the distance between a deck and something that actually ships.
Be the good
A team is part of the deliverable. Worth being the person who mentors generously, trusts people with hard problems, and stays steady when the work gets hard, so the team leaves stronger than it arrived.
Experience
Primacy
- Director, Experience2026 — present
- Associate Director, Experience2024 — 2026
- Lead Experience Designer2023 — 2024
- Senior Experience Designer2022 — 2023
- Experience Designer2018 — 2022
Independent UX Consultant
Brand, marketing, and website work.
Research Apprentice
Visual perception research lab.
Education
Brandeis University
M.S., User-Centered Design · Magna Cum Laude
University of Massachusetts Boston
B.S., Behavioral Psychology
Beyond the whiteboard
Away from the whiteboard, I am usually near the water, surfing, paddleboarding, or out on the boat. I shoot photography and videography, travel when I can, and recently took on my favorite role yet: dad. The throughline there is the same as the work, a preference for calm, and for things made with care.