Work

Three case studies, each built around the calls I made: what I decided, what it cost, and what changed, plus one I walk through live. Every result says how I know it.

GoDaddy · 2024–present

Turning three onboarding silos into one journey to a merchant’s first $500

Merchant onboarding was split across three teams, and merchants felt every seam. I organized my team around the merchant’s journey instead of the devices, and accessories connected end to end for the first time in four years.

~20x: Accessory connections per terminal in 2026, up from a near-zero start; credit shared with direct accessory sales
~2x: First-try catalog import success after the bulk import redesign
58% vs. 34%: New merchants reaching first active use, with vs. without the new mobile setup wizard, in an early, small test

GoDaddy · 2024–present

Giving a design team an operating model, and room to own it

I inherited a team with no shared way of working. I built an operating model, made AI part of how it runs, then gave the team room to own it.

3 → 7: Designers, 2024–2026
4 promotions: Across two cycles, early-career to senior
Every designer: Uses AI across the work, from research analysis to reviewing requirements docs

HubSpot · 2021–2024

From a feature list to one model of the admin’s job

I ran the committed roadmap and a long-term vision in parallel, both organized around one model of the admin’s job, so the group never started from zero.

~18 months: Of the group’s roadmap, planned against the vision my team wrote
Adopted: Product adopted our mission and UX principles as the group’s official mission
Shipping today: AI-assisted data model setup, a concept in our 2024 vision, now live in HubSpot

VMware Carbon Black · 2019–2021

Leading design through an integration

I led a team of five designers through the VMware integration and built design into a product lifecycle where it had been absent.

Get in touch

Want to talk about design leadership, AI in products, or any of this work? I'd like to hear from you.

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