In the end, it’s more science than design

“In 1905, Einstein came out with the theory of relativity, saying SpaceTime curves in the presence of mass. People tested it with the total solar eclipse in 1919, and we observed the light rays bend. Ideas can be crazy, but with evidence, we can distinguish brilliance from blunder."

Based in Toronto, I work at the intersection of UX design, experimentation, and product strategy. I specialize in designing and optimizing end-to-end digital experiences that translate user insight into measurable business outcomes. My work spans discovery, prototyping, launch, and iteration, with a consistent focus on decision-making that can be tested, measured, and scaled.

Over the past several years, I’ve partnered with cross-functional teams across B2C, eCommerce, SaaS, finance, telecommunications, automotive, and emerging AI-powered platforms. I’ve led and supported small, agile teams to improve conversion, retention, and core product KPIs by combining research, experimentation, and thoughtful execution.

My approach is grounded in rapid, iterative design and user-centric thinking, with every initiative tied back to performance. I believe good design should reduce uncertainty. Through experimentation, ideas are validated, refined, or challenged, and each outcome contributes to a deeper understanding of user behavior and product opportunity.

I hold a Bachelor’s degree in Design, along with certifications in UX/UI, A/B Testing, User Research, and Growth Strategy. This foundation allows me to bridge creative, analytical, and operational disciplines, from shaping user flows and interfaces to building experimentation roadmaps and communicating insights to stakeholders.

You can explore a snapshot of my work here. If you’re looking for a designer who operates comfortably between UX, experimentation, and product strategy, I’d love to connect.