Good design starts with intuition. Great design is validated by evidence.

“In 1905, Einstein imagined what it would be like to ride alongside a beam of light. It was an absurd thought experiment, and it changed physics. The best ideas often begin with intuition, but they only become meaningful when they can be tested against reality.

That's how I think about product design. Creativity starts the conversation. Research, experimentation, and iteration determine whether the idea deserves to survive."

Based in Toronto, I work at the intersection of product design, experimentation, and strategy. My background in Conversion Rate Optimization shaped the way I approach design: every decision should have a reason, and every idea should be open to being tested.

Over the past several years, I've helped organizations design, validate, and optimize digital experiences across e-commerce, SaaS, and AI-powered products. I enjoy the ambiguity of early-stage product work, taking an idea that exists only as a conversation and turning it into something teams can understand, evaluate, and build.

I enjoy working on products that sit at the intersection of creativity and evidence, where good design isn't just highly functional and beautiful, it leads to measurable growth. If you're building that kind of team, I'd love to connect.