—  DESIGN  —

Design is where strategy takes shape — where ideas, systems, and storytelling converge into something tangible, memorable, and impactful.

I’ve had the privilege of shaping design across product, UX, marketing, and brand environments — sometimes as an in-house leader, other times as an agency partner or vendor lead.

What I’ve learned: the best brands are powered by strong design systems. Whether digital, material, or environmental, design systems create consistency, enable scale, and provide the governance needed for long-term integrity. My approach is about more than components and patterns — it’s about building frameworks that inspire confidence, accelerate innovation, and keep users at the center.

I focus on:

• Unified systems — balancing business needs with user expectations across B2B, B2C, and white-label contexts.

• Accessible, inclusive design — ensuring that experiences are usable by everyone, everywhere.

• AI-driven design operations — applying intelligent tools across the product lifecycle to drive speed, insight, and continuous improvement.

• Brand activation — translating abstract values into tangible experiences that scale across channels and contexts.

FRED HUTCH DS & COMPoNENT LIBRARY

As part of Fred Hutch’s full rebrand, my team built a Design System Manager to unify the organization’s digital presence and governance. This framework documented not only the UI of our AEM-based component library, but also the accessibility standards and brand principles needed to scale across platforms. The outcome was more than a toolkit — it was a shared language for design, enabling hundreds of internal authors and external stakeholders to create consistently, inclusively, and on brand.

LPL FINANCIAL / DS@SCALE

At LPL, I oversee six Product Experience teams, each working with design systems tailored to unique needs and constraints. One challenge: our consumer-facing platform can appear either fully LPL-branded or white-labeled at a client’s discretion. The rest of our portfolio supports a highly federated B2B enterprise platform used by 30+ dev and product teams simultaneously. Our solution: product-specific DSMs updated after every program increment to reflect production-ready designs. This ensures both consistency at scale and the flexibility to adapt to evolving business models and customer expectations.

MY DESIGN PRINCIPLES

Ultimately, my philosophy on design is practical: make systems that others can adopt. Recommend the right tools for the right use case. Balance speed with maintainability. And always design with clarity, purpose, and user value in mind. Champion unified product experiences that balance business goals with user needs.

• Integrate emerging technologies and AI to scale design innovation across tools, processes, and roles.

• Prove that compliance and delight can coexist — designing for both trust and joy.

• Drive cross-device continuity, making it easy for users to start, stop, and resume tasks seamlessly.

• Embed feedback loops into testing and post-release monitoring to continuously evolve the experience.

• Build tools that connect strategy to action — surfacing insights, tracking progress, and aligning teams around outcomes.