Frameworks & foundations
The blueprint for consistency, efficiency, and clarity across teams and products.
Product Design Leader with 15+ years shaping experiences that build trust, deepen engagement, and drive lasting customer and business value.
Selected work
Approach
The hardest part of the work is never the design itself. It’s building the conditions for design to deliver value.
Team culture & growth
Shared values, ways of working, and clear paths for people to develop and progress.
Data translation
Connecting problem identification to solution measurement through evidence and behavioural insight.
Business impact
Balancing what customers want with what they need, translated into outcomes that matter to the business.
Leadership in action
About
I like to say I took the scenic route in my career.
I started in San Francisco at Activision, took an unexpected detour into motion design for concert tours for artists like Beyoncé, the Red Hot Chili Peppers, and Sting, then landed in Vancouver at EA Sports, where I grew from designer into one of the organization’s first UX Directors, shaping experiences across FIFA, Madden, NHL, and NBA Live.
From there, I built a UX team at KIXEYE, moved into healthcare at Providence, designing for patients, caregivers, and clinicians, and eventually returned to EA to lead Experience Design across games and mobile.
Most recently, as Head of Experience Design for skate., I built and led a team of 20+ across UX, UI, and technical design, helping take the product from early development to Early Access and more than 20 million players.
The industries changed, but the challenge stayed remarkably consistent: make complexity feel simple without stripping away what makes a product powerful.
Today, I work at both altitudes: setting product and experience direction, building strong design teams, and staying close enough to customers, data, and the work to make better decisions.
As AI makes execution faster, I think that balance matters even more. Speed is becoming abundant. Judgment, clarity, and knowing what’s worth making are not.