In the end, it’s more science than design

“Einstein came out with the theory of relativity, saying SpaceTime curves. 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 specialize in managing small, agile teams to drive meaningful growth through conversion rate optimization and user experience design. Over the past several years, I’ve worked across a diverse range of industries — from marketplace optimization, finance and telecommunications to automotive, e-commerce, B2B and emerging AI-powered platforms — translating complex challenges into elegant, research-backed and results-driven solutions.

My approach is grounded in rapid, iterative design and user-centric thinking, with every project tied back to performance — whether that means improving KPIs, boosting retention, or uncovering unexpected opportunities through experimentation. I believe design should always serve a purpose, and that purpose should be measurable. With testing, the design may win or lose, but it never fails to provide insights and knowledge into user behaviour.

I hold a Bachelor’s in Design, alongside certifications in UX/UI, A/B Testing, User Research, and Growth Strategy. This foundation lets me bridge creative, analytical, and operational domains — from crafting wireframes and flows to building testing roadmaps and stakeholder-facing reports. I’m also in the process of completing the CPACC exam to become a Certified Professional in Accessibility Core Competencies (CPACC), which will help me continue ensuring my designs are accessible and equitable for all.

You can explore a snapshot of my work here. For a deeper look at how I lead teams, structure experiments, and scale design strategy across the product lifecycle, let’s connect!