Designing the systems behind the screens.
Design is only as good as an organization understands it. To me, design isn't just about aesthetics — it's about conveying the maximum amount of information in the most efficient way possible.
I've always been drawn to systems—how physical stores are laid out, how everyday tools shape behavior, and how small constraints compound into massive bottlenecks when engineering and product teams scale.
I tend to notice the structural details most people take for granted, always looking for friction points where an interface could deliver clear, measurable value. I just spent the first part of my life not knowing there was a specific career path for it.
How I got here
My path started at my family's custom t-shirt store, where I taught myself Illustrator just to step in and solve font struggles for frustrated customers. I later applied those visual principles to running my own action-sports clothing stores, learning presentation and spatial layout through physical merchandising. After a detour into a grinding inside sales job, everything clicked the day I spotted someone using Sketch at a Philz Coffee. I left sales, jumped into a UX bootcamp, and have spent the last decade building enterprise products—still adapting in real-time today as AI shifts the workflow.
Life outside the case studies
I'm constantly experimenting with new tools and high-focus environments.
When I'm away from the screen, I'm usually kiteboarding, attempting to foil, riding my bike, or trying to find some balance through yoga and meditation. When I am at my desk, I'm usually tinkering with LLMs to build new concepts—like KnightOut (a real-world game discovery map) or a spatial music explorer powered by Wikipedia. I also occasionally step in to prep print artwork for my family's custom apparel shop.
