End to End
Principal UX Designer
Hands-on mentor · UX Lead · Principal · Consultant
Image still from WarGames, MGM/UA ©1983. T-shirt text is mine.
My best work happens at the intersection of humanist thinking and technical fluency. I started as a front-end developer so I understand what's happening behind the screen, but I also think from the tradition of Greek oratory through literature and modern media: the study of how humans communicate, process meaning, and make decisions. That combination lets me ask the right questions before reaching for a pattern. I deconstruct problems from first principles rather than inheriting assumptions from established frameworks. The result is design that holds up under both cultural scrutiny and engineering reality.
Over 12 years I've worked across luxury beauty, enterprise SaaS, D2C e-commerce, healthcare, defense, hospitality, and consumer packaged goods—from ILIA and Align Technology to the U.S. Air Force and McDonald's. The breadth isn't scattered; it's the curriculum. Each category taught me something the others couldn't.
Experience
Enterprise/SaaS
Internal Tools
& Campaign
Approach
"may my mind stroll about hungry and fearless and thirsty and supple"
— Cummings
"Be regular and orderly in your life so you can be violent and original in your work."
— Flaubert
"The most beautiful thing we can experience is the mysterious. It is the source of all true art and science."
— Einstein
"I have never let my schooling interfere with my education."
— Twain
"A little learning is a dangerous thing; Drink deep, or taste not the Pierian spring: There shallow draughts intoxicate the brain, And drinking largely sobers us again"
— A. Pope
"All advertising advertises advertising."
— McLuhan
"Not taking risks is risky."
— Fratto
Cinema
Memento
Tattoo sticky notes.
”I’m disciplined and organized. Yeah, I’ve got a reason.”
©2000 Christopher Nolan
Rivers & Tides
Designing for environment, context, states, and time.
”I often take it to the edge of its collapse ...”
©2001 Thomas Riedelsheimer
The Coffee Scene from 2 or 3 Things I Know About Her
From the cosmos to our cells dividing, we are connected.
”Maybe an object is what serves as a link between subjects, allowing us to live in society, to be together ...”
©1967 Jean-Luc Godard
