Lead Product Designer — Strategy & 0→1

I design products that change business direction — not just interfaces.

I find the gap between what the business assumes and what users actually do, then drive the strategy, the design, and increasingly the build to close it. 0→1 products, marketplace strategy, enterprise UX, and AI-powered prototyping.

10+ years · products serving 1,100+ locations · e-commerce tools for 100k+ stores

designing for → the new seller

fig.00 — I design interfaces that reshape around each user's needs, not the other way around.

UX Strategy

0→1 Product

Design Systems

AI-Assisted Build

User Research

Product Management

Prototyping

UX Strategy

0→1 Product

Design Systems

AI-Assisted Build

User Research

Product Management

Prototyping

Selected Work

Four projects, four kinds of problem

Research depth, product strategy, AI-to-build fluency, and full-craft process — pick whichever matters most for the role.

Wix.com · 2026 AI · Product · Build

One landing page that adapts to who the seller is

An intent-aware page that reshapes its entire purpose by seller journey stage — designed with Claude Design & Figma AI, then built as an API-connected prototype in Cursor & Claude Code and handed to engineering as a PR.

4 adaptive statesdesign → prototype

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Wix.com · 2022–25 Strategy · Craft

Shop across providers, not one at a time

A first-of-its-kind cross-provider marketplace (live on Wix today), the mega-menu component Wix didn't have, and a tested redesign that lifted cross-category discovery.

~50 → 500POD products

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Massage Envy · 2019–20 Research

When the protocol fought the people using it

A field study of how estheticians really work overturned a company-wide mandate. I pitched the change to the C-suite and led the redesign across 5 apps in 1,100+ locations.

+74%doc completion

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InHype (Access Influence) · 2015–17 Full-craft process

A two-sided marketplace, from zero to launch

As founding designer, I ran the complete process — discovery, research, personas, flows, wireframes, and final UI for a brand web app and an influencer mobile app. The startup grew into today's InHype.

Discovery → UIfull craft chain

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About

The decision behind the pixel.

I'm a product designer who's spent 10+ years moving between UX, product strategy, and — increasingly — building. My favorite work starts with a gap nobody's named yet: a protocol that fights the people using it, a marketplace stuck shopping one provider at a time, a page that treats four very different users the same.

Lately I design and ship with AI as the actual pipeline — research and design through to an API-connected prototype I can hand engineering as a PR, not just a spec. I care about the tradeoff behind the feature and getting real, working things into people's hands.