The heavy lifting.
A decade in practice.75+ engagements across 50+ organizations and many industries, concentrated in healthcare and higher education.
Strategic pillars
Four core pillars, plus an applied AI practiceSystems & information architecture
I specialize in the structure beneath large-scale digital products. Whether it is optimizing a 10,000-page sitemap or architecting taxonomy for a multi-site ecosystem, I design frameworks where complexity does not become confusion. I build for durability, scale, and clarity.
Behavioral insight & research
Design decisions should never be subjective. Drawing on a background in behavioral psychology and a master’s in user-centered design, I root every solution in how people actually perceive, process, and decide. The goal is to reduce cognitive load and make technology feel more human.
Product leadership & delivery
I thrive in the messy middle, between a high-level vision and real technical constraints. As a leader I provide momentum and own the work end to end, translating business objectives into functional specifications that technical teams trust and execute.
Experience design & content
The frame can be perfect and the logic sound, but if the experience does not feel clear and trustworthy, people still bounce. I focus on the layer where strategy becomes perception: the words, hierarchy, interaction patterns, and accessibility that separate “it works” from “I trust this.”
Applied AI
AI is part of how I work, an accelerator I reach for to prototype in minutes, pressure-test decisions, and clear the busywork so more attention goes to the hard parts and the quality goes up. There is always a human in the loop: AI speeds the work, but the judgment about what is right stays mine.
How I work
The operating principles behind the craftHow do you work differently?
I make sense of the mess before I make anything look good. Most projects start in chaos: competing priorities, fuzzy goals, too many assumptions. Where many designers jump straight to screens, I pause to untangle the system, define the language, and set the structures that last. I design for outcomes, not artifacts: success isn’t the wireframe, it’s whether people find clarity and finish what they came to do.
What does your process look like?
A simple rhythm of discover, define, design, deliver, and iterate, one that flexes to the problem. It always starts with questions and ends with outcomes. The point isn’t to check boxes; it’s to reduce uncertainty step by step until the team feels confident shipping.
How do you work with cross-functional teams?
Side by side with engineers, PMs, and stakeholders from day one. Good design dies in silos, so I keep communication constant, documentation clear, and feedback flowing both ways. Handoff isn’t the goal; shared ownership is.
How do you make sure the work drives impact?
I define success early and measure it often, pairing usability testing with analytics, always asking whether this made things clearer, faster, or easier for the people using it. If the answer isn’t yes, the work isn’t done.
Why bring you onto the team?
Because I turn messy problems into momentum. I untangle the hard parts, build clarity, and keep teams moving calmly toward outcomes that matter, raising the bar on quality while making the process less painful. People end up proud of what they built.
The toolkit
Curated by categoryDesign, prototyping & systems
Where I model structure and behavior and make the system reusable. Fidelity scales with risk; the goal is understanding, not polish.
Architecture, strategy & mapping
Where ambiguity is cheapest to remove. Taxonomies, inventories, governance tables, and decision-space mapping with teams in real time.
Content strategy & operations
Content as a system, not a pile of pages: inventories, models, editorial standards, and the governance that keeps it healthy at scale.
Enterprise CMS & platforms
Real platforms with legacy decisions, governance constraints, and long-term consequences. Complex content models and multi-site ecosystems.
SEO & organic discovery
Technical SEO and the structure that makes a large site findable, not just crawlable.
Research, testing & analytics
Signal that ties to decisions, not debate, across generative and evaluative, qualitative and quantitative.
Accessibility
Built in, not bolted on: auditing and testing against WCAG so the experience works for everyone.
Delivery & collaboration
Translating intent into buildable work with clear ownership, and documentation that survives the sprint.
Data & AI
Leverage, used carefully. Synthesis, drafting, prototyping, and QA, to give judgment more time, never to replace it.
The background
Where the expertise comes fromThe short version.
Behavioral psychology, a master’s in user-centered design, and a decade turning complex systems into clear ones. The full timeline and education live on the about page.
- Current role
- Director of Experience, Primacy
- Education
- M.S. User-Centered Design, BrandeisB.S. Behavioral Psychology, UMass Boston
- Experience
- Eight years at Primacy, individual contributor to Director