End to End
Principal UX Designer
Research · Strategy · Design · Testing
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 — 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 two-plus decades 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
-
ILIA Beauty
-
HUM Nutrition · Align Technology · Magnolia Home · CBSi · Dollar Shave Club · Violet Grey · Continental Tire · AACN · UCLA · Royal Bank of Canada · William Blair · AVON · United States Air Force · USAF National Guard · Starwood Hotels · Motorola · Luxottica · H&R Block · First Data
-
State Farm · McDonald's · Emerson · Wrigley · Veolia · SYFY Channel · Lutron · Jones Apparel Group · AT&T · Lowe's · Gartner Research · Quaker · Kraft
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
"All advertising advertises advertising."
— McLuhan
"I have never let my schooling interfere with my education."
— Twain
"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
