—  UX  —

If Product is about the big picture, UX is where strategy meets human insight.

My approach to UX is rooted in research, iterative testing, and data analysis — skills sharpened at Expedia and fully realized during a digital transformation at Fred Hutchinson Cancer Research Center. Across industries, I’ve built experiences that honor complexity while making them intuitive, accessible, and actionable for real people. I focus on:

• Human-centered strategy — aligning the needs of multiple audiences with the goals of the organization.

• Evidence-based design — validating concepts through prototypes, analytics, and usability testing before scaling.

• Adaptability at scale — building component libraries, design systems, and workflows that keep experiences flexible yet consistent.

FRED HUTCH / DIGITAL TRANSFORMATION

Redesigning Fred Hutch’s primary website required balancing the needs of four distinct audiences (patients/volunteers, donors, scientific peers, job-seekers) across a 10,000-page ecosystem — all while coordinating with more than 80 invested stakeholders. The strategy: eliminate tech and content debt, overhaul search, create a new responsive design system in AEM, and build a scalable component library. My team also redefined the authoring experience for 500 internal content creators, introducing a modern training model and code-based publishing process. The outcome:

• Post-launch Q4 2019: traffic +55%, mobile +164%, news +127%, recruiting +37%, donations +20%

• Year-over-year growth: donations +163%, users +111%, sessions +88%, organic bounce rate -37%

The redesign proved even more valuable when COVID-19 put Fred Hutch at the center of global research. Our SEO and mobile AMP investments paid off, enabling the site to handle 1.2M visits in Q1 2020 — including 870K new users and a 58% increase in new donors.

We also introduced an interactive campus map, a deceptively simple but high-impact feature that modernized how patients, staff, and visitors navigated the 15-acre campus. The usability gains were immediate and enthusiastically received.

LPL FINANCIAL / PX

At LPL Financial, I’ve applied the same principles to fintech products serving 22,000 advisors and 5M investors. By embedding UX into Agile product teams, we ensure discovery insights and prototype testing directly inform product roadmaps. This integration keeps our tools both regulatory-grade reliable and delightfully usable.

EXPEDIA’s B2B APP

Sometimes UX is about spotting the obvious pain point hiding in plain sight. At Expedia, hotel partners struggled to upload quality photos, despite clear data linking images to conversion. My solution: a B2B iPhone app that let hoteliers capture and publish high-res property photos in just a few steps. I conceived the idea, led development, and co-launched it at the App Store and an industry conference in Las Vegas. The app shipped to U.S. hotels in under four months, transforming a longstanding frustration into a seamless, mobile-first experience.