BIO
About Me
01.-
Introduction
I am a designer, strategist, researcher, leader, mentor, and storyteller dedicated to fostering innovation and delivering human-centered solutions that drive business success.
My work is grounded in research, systems thinking, and close collaboration with cross-functional
teams to transform complexity into clear, scalable experiences. Whether I'm defining information
architecture, facilitating workshops, building design systems, or crafting polished interfaces,
I approach every project with the same goal: creating products that are intuitive for users,
efficient for teams, and aligned with business outcomes.
02.-
Approach
Strategy
I align user needs with business goals before pixels are designed.
Information Architecture
I simplify complex systems into intuitive experiences.
Research
I validate assumptions through quantitative & qualitative research and rapid testing.
Design Systems
I build scalable foundations that help teams move faster.
Leadership
I mentor designers while remaining deeply involved in execution.
AI Accelerated Design
I use AI to speed discovery, synthesis, ideation, documentation, and prototyping, not to replace design thinking.
How I lead
Developing designers. I lead designers to be advisors, not order takers: people who
challenge their own assumptions and bring recommendations they can defend.
Goals that connect. Every designer has goals tied to business and department objectives,
plus personal growth and promotion goals of their own. Weekly 1:1s keep us current, and monthly and quarterly check-ins track
progress and adjust course, so career conversations never wait for review season.
Clarity before creativity. Designers start every sprint with the requirements and
context they need from product. When something is missing, I call the meeting to settle it so the team isn’t guessing.
Autonomy with a safety net. Designers own their decisions, and my door is always
open for brainstorming. Internal reviews against agreed criteria, plus user testing where it matters, keep quality consistent
without me acting as a gatekeeper.
Trust across divisions. I’m comfortable in organizations with many divisions and
competing priorities. I explain why each person is in the room and what we need from them, and I make sure everyone is
heard. That approach has helped me align stakeholders from competing divisions around a single shared model of the customer.
03.-
Work History
SERVPRO
2024 - Present
UX Design Lead
Recruited to build SERVPRO's UX department and practice from the ground up as an individual
contributor, establishing the foundational systems and standards that will scale into a full team.
- Architecting the company's design system and component library in Figma, establishing patterns, standards, and documentation that align marketing, product, and engineering on a shared design language.
- Leading information architecture, UX research, and UI design end-to-end across the consumer web experience for a national franchise network.
- Using Userlytics to write test scripts, create prototypes, and synthesize actionable research findings that drive measurable improvements in call volume and franchise revenue.
- Defining and managing a UX roadmap through sprint planning in Jira, aligning stakeholders across marketing, product, and brand leadership on priorities and outcomes.
- Championing UX principles with internal and external partners, creating a shared vision for experience standards across the organization.
Tools: Figma, Mural, Adobe CC, Userlytics, Jira, Claude, Replit
Neighborly
2021 - 2024
UX Design Lead
Led UX design strategy and team for a portfolio of 20+ home service franchise brands under one of
North America's largest franchise parent companies.
- Defined a jobs-to-be-done framework and customer personas, grounded in Neighborly's actual customer segmentation, that became the shared decision-making model across 20+ brand stakeholders, from initial workshops through final shipped product.
- Facilitated cross-brand alignment workshops with brand presidents, PMOs, engineers, marketing, SEO, and CRO stakeholders, converting competing brand priorities into a single shared journey model and phased migration roadmap.
- Served as UX Lead on Project OPUS, a SaaS CMS platform built on CrownPeak, Tailwind CSS, and Flowbite, migrating 20+ brand websites onto a unified, scalable platform and eliminating fragmented systems across the portfolio.
- Extended the OPUS information architecture and JTBD framework to the Neighborly native app, shipping it as the app's primary navigation structure (Repair / Maintain / Enhance) and core booking flow.
- Built and maintained a comprehensive Figma design system and component
library shared across all brands, balancing consistency with per-brand flexibility.
- Defined and led UX research methodology, from planning and scripting to synthesis, presenting findings directly to executive leadership.
- Managed a blended team of 10, 4 in-house UX designers, 2 UX researchers, 1 ADA specialist, and 3 offshore designers from a contracted third-party agency, and oversaw design sprint cadence across the platform lifecycle.
Tools: Figma, Mural, Axure, Adobe CC, CrownPeak, Azure DevOps, SharePoint
HCK2 Partners
2011 - 2021
Interactive Creative Director
Joined as a Senior Interactive Designer and was promoted to Interactive Creative Director within 3 years.
Spent a decade leading UX and creative strategy for a growing portfolio of B2B and ecommerce clients at a
full-service agency.
- Directly managed and mentored a team of 3–5 designers, providing consistent feedback, creative direction, and career development guidance.
- Partnered with executive and new business teams to scope and estimate interactive projects, contributing to agency growth and client retention.
- Oversaw end-to-end creative and UX strategy across client engagements, from research and discovery through delivery, ensuring quality, budget alignment, and on-time execution.
- Presented UX documents and creative concepts to internal and external stakeholders, including C-suite and brand leadership.
- Collaborated with the internal development department to bridge design and
engineering, ensuring implementation fidelity and
project lifecycle quality.
- Delivered award-winning work for clients including Southwest Airlines, Dell, Sabre, NTT Data, and Marazzi.
Tools: Figma, Sketch, Axure, Adobe CC, HTML/CSS, Drupal, WordPress
RD2, Inc.
2008 - 2011
Sr. Interactive Designer
Designed custom, experimental interactive community experiences for enterprise clients including Dell
and Southwest Airlines at a boutique digital agency.
- Scoped work, created budgets and timelines, and pitched creative concepts to external stakeholders.
- Worked closely with UX, copywriters, project managers, and brand presidents to execute progressive, engagement-driven online community experiences.
Tools: Adobe CC, HTML/CSS, Drupal, WordPress
Early Career
2000 - 2008
Fusion Advertising — Sr. Art Director
David Sutherland, Inc. — Sr. Art Director / Interactive Designer
Express Digital (PhotoReflect) — Interactive Designer
Texas Medical Liability Trust — Graphic Designer
Download Resume
04.-
Recognition
Awards
Silver Addy
Dallas National Golf Course
W3 Silver Award
Waldman Bros Website
W3 Silver Award
Amend Group Website
W3 Silver Award
Marazzi USA
International Davey Silver Award
Marazzi Architectural
North Texas Obelisk Award – Business for Culture & the Arts
Asian Film Festival of Dallas
PR News Hall of Fame Award & Best Corporate Blog
Nuts About Southwest – Southwest Airlines
Silver Addy & DSVC Professional Show
Art Conspiracy - Screen Printed Gig Poster
05.-
Random Fun Work
When Work Isn’t Work
Below is a random selection of things I sometimes do (used to do, hope to one day do again) during my off time.
I’m passionate about dedicating my time to non-profits, friends, family, and occasionally, myself. During my college years studying graphic design, part of the curriculum was screen printing and I fell in love with the process.
Recently, I’ve been channeling my energy into locating and restoring the 1996 Honda motocross lineup, bringing these classics back to their former glory.
Art Conspiracy
Art Conspiracy was a nonprofit community dedicated to bringing artists and musicians together to raise funds and increase awareness for regional creative programs and causes. Often described as an art party, the organization created a vibrant space for artists of all levels to showcase their work.
The inaugural gala took place on December 3, 2005, at the historic Texas Theater with entry tickets priced at $10 and starting bids for artwork at $20. Many attendees purchased their first piece of art at ArtCon, and successfully raised over $10,000 for the Dallas chapter of the Children's Health Fund. ArtCon democratized the art scene by using a lottery system to select participants, allowing emerging and high school artists to display their work alongside some of the city’s most renowned talents. Each artist was provided an 18-by-18 board to create a piece, which was then auctioned off at main event only 24 hours later.
I had the privilege of collaborating with the founders, donating my time to design their programs, event materials, and screen-printed posters. Unfortunately, after 18 years of impactful work, Art Conspiracy closed its doors, citing a decline in volunteers, burnout, and challenges brought on by the pandemic.