I've spent 20 years inside the product machine. Not commenting from the sidelines.
In the rooms where decisions were made, budgets were defended, and teams either shipped or stalled.
The Journey
I didn't start with a plan to become a strategist or an author. I started as a designer who wanted to build things that mattered. The strategy part came from necessity -- when you're in the room and the product is about to ship in the wrong direction, you learn to think beyond pixels pretty fast.
Over two decades at Adobe, Microsoft, Nike, Boeing, and Freshworks, I've seen the same pattern repeat: talented teams building the wrong things. Not because they lacked skill, but because they lacked alignment. Everyone agreeing in the meeting. Everyone walking out building something different.
That observation became my obsession -- and eventually, my book. MisAligned took everything I'd seen go wrong (and right) and turned it into something other teams could use.
Now I spend my time doing three things: writing about what I've learned, building frameworks that help teams get clear, and advising founders and leaders who are navigating the messy middle of building products that need to ship, sell, and sustain. I've mentored designers who've gone on to lead their own teams. Helped businesses generate real revenue from products that were stalling. Steered teams away from costly mistakes before they happened. The common thread in all of it is the same: clarity changes everything.
I've spent 20 years inside the product machine. Not commenting from the sidelines.
In the rooms where decisions were made, budgets were defended, and teams either shipped or stalled.
The Journey
I didn't start with a plan to become a strategist or an author. I started as a designer who wanted to build things that mattered. The strategy part came from necessity -- when you're in the room and the product is about to ship in the wrong direction, you learn to think beyond pixels pretty fast.
Over two decades at Adobe, Microsoft, Nike, Boeing, and Freshworks, I've seen the same pattern repeat: talented teams building the wrong things. Not because they lacked skill, but because they lacked alignment. Everyone agreeing in the meeting. Everyone walking out building something different.
That observation became my obsession -- and eventually, my book. MisAligned took everything I'd seen go wrong (and right) and turned it into something other teams could use.
Now I spend my time doing three things: writing about what I've learned, building frameworks that help teams get clear, and advising founders and leaders who are navigating the messy middle of building products that need to ship, sell, and sustain. I've mentored designers who've gone on to lead their own teams. Helped businesses generate real revenue from products that were stalling. Steered teams away from costly mistakes before they happened. The common thread in all of it is the same: clarity changes everything.
I've spent 20 years inside the product machine. Not commenting from the sidelines.
In the rooms where decisions were made, budgets were defended, and teams either shipped or stalled.
The Journey
I didn't start with a plan to become a strategist or an author. I started as a designer who wanted to build things that mattered. The strategy part came from necessity -- when you're in the room and the product is about to ship in the wrong direction, you learn to think beyond pixels pretty fast.
Over two decades at Adobe, Microsoft, Nike, Boeing, and Freshworks, I've seen the same pattern repeat: talented teams building the wrong things. Not because they lacked skill, but because they lacked alignment. Everyone agreeing in the meeting. Everyone walking out building something different.
That observation became my obsession -- and eventually, my book. MisAligned took everything I'd seen go wrong (and right) and turned it into something other teams could use.
Now I spend my time doing three things: writing about what I've learned, building frameworks that help teams get clear, and advising founders and leaders who are navigating the messy middle of building products that need to ship, sell, and sustain. I've mentored designers who've gone on to lead their own teams. Helped businesses generate real revenue from products that were stalling. Steered teams away from costly mistakes before they happened. The common thread in all of it is the same: clarity changes everything.
The difference between products that thrive and products that struggle almost always comes down to clarity, alignment, and strategy. Not better tools. Not more talent.
The difference between products that thrive and products that struggle almost always comes down to clarity, alignment, and strategy. Not better tools. Not more talent.
The difference between products that thrive and products that struggle almost always comes down to clarity, alignment, and strategy. Not better tools. Not more talent.
Career Highlights
Where the lessons came from
Leading product design for AI-powered workflows
Complex AI is useless if nobody can use it. Leading design at RapidFlare means taking intricate systems and making them feel effortless. Aligning teams, untangling complexity, and shipping solutions that people actually want to use.
Rapidflare.ai
Leading product design for AI-powered workflows
Complex AI is useless if nobody can use it. Leading design at RapidFlare means taking intricate systems and making them feel effortless. Aligning teams, untangling complexity, and shipping solutions that people actually want to use.
Rapidflare.ai
Leading product design for AI-powered workflows
Complex AI is useless if nobody can use it. Leading design at RapidFlare means taking intricate systems and making them feel effortless. Aligning teams, untangling complexity, and shipping solutions that people actually want to use.
Rapidflare.ai
Drove product-led growth initiatives for CRM
Freshworks CRM needed to stop being a tool people tolerated and start being one they couldn't work without. Led PLG initiatives that made the product stickier, smarter, and more intuitive. Contributed to AI-driven features that anticipated what users needed before they asked.
Freshworks Inc
Drove product-led growth initiatives for CRM
Freshworks CRM needed to stop being a tool people tolerated and start being one they couldn't work without. Led PLG initiatives that made the product stickier, smarter, and more intuitive. Contributed to AI-driven features that anticipated what users needed before they asked.
Freshworks Inc
Drove product-led growth initiatives for CRM
Freshworks CRM needed to stop being a tool people tolerated and start being one they couldn't work without. Led PLG initiatives that made the product stickier, smarter, and more intuitive. Contributed to AI-driven features that anticipated what users needed before they asked.
Freshworks Inc
Shaped the Creative Cloud desktop experience
Got involved in the early days of Adobe XD and then moved to the Creative Cloud Desktop app, the product every Adobe designer opens first. Three award nominations. End-to-end UX ownership. Also became a consultant and advocate for Spectrum, Adobe's in-house design system.
Adobe
Shaped the Creative Cloud desktop experience
Got involved in the early days of Adobe XD and then moved to the Creative Cloud Desktop app, the product every Adobe designer opens first. Three award nominations. End-to-end UX ownership. Also became a consultant and advocate for Spectrum, Adobe's in-house design system.
Adobe
Shaped the Creative Cloud desktop experience
Got involved in the early days of Adobe XD and then moved to the Creative Cloud Desktop app, the product every Adobe designer opens first. Three award nominations. End-to-end UX ownership. Also became a consultant and advocate for Spectrum, Adobe's in-house design system.
Adobe
Built products across Microsoft's ecosystem
Worked as a premium partner across Microsoft's product ecosystem. Xbox, mobile, desktop, wearables (Microsoft Band). The range was the education: each platform has its own constraints, its own users, its own definition of "good." Built for Intel, Twitter, Blackberry, Google, Nike, and others through this partnership.
Microsoft
Built products across Microsoft's ecosystem
Worked as a premium partner across Microsoft's product ecosystem. Xbox, mobile, desktop, wearables (Microsoft Band). The range was the education: each platform has its own constraints, its own users, its own definition of "good." Built for Intel, Twitter, Blackberry, Google, Nike, and others through this partnership.
Microsoft
Built products across Microsoft's ecosystem
Worked as a premium partner across Microsoft's product ecosystem. Xbox, mobile, desktop, wearables (Microsoft Band). The range was the education: each platform has its own constraints, its own users, its own definition of "good." Built for Intel, Twitter, Blackberry, Google, Nike, and others through this partnership.
Microsoft
Reduced workflow complexity by 74%
Control center operators were drowning in unnecessary steps. Redesigned the entire operator workflow from the ground up, restructuring information hierarchy around how people actually think under pressure. 74% reduction in complexity. Fewer clicks, fewer errors, faster responses.
Avigilon (Motorola company)
Reduced workflow complexity by 74%
Control center operators were drowning in unnecessary steps. Redesigned the entire operator workflow from the ground up, restructuring information hierarchy around how people actually think under pressure. 74% reduction in complexity. Fewer clicks, fewer errors, faster responses.
Avigilon (Motorola company)
Reduced workflow complexity by 74%
Control center operators were drowning in unnecessary steps. Redesigned the entire operator workflow from the ground up, restructuring information hierarchy around how people actually think under pressure. 74% reduction in complexity. Fewer clicks, fewer errors, faster responses.
Avigilon (Motorola company)
Designed connected fitness experiences
UX design for Nike+ Companion across Xbox, Windows Phone, and Android. Cross-platform fitness experiences that worked seamlessly with Xbox integration. Built social features and achievement systems that turned solo workouts into community experiences. The intersection of brand, product, and behavior design.
Nike
Designed connected fitness experiences
UX design for Nike+ Companion across Xbox, Windows Phone, and Android. Cross-platform fitness experiences that worked seamlessly with Xbox integration. Built social features and achievement systems that turned solo workouts into community experiences. The intersection of brand, product, and behavior design.
Nike
Designed connected fitness experiences
UX design for Nike+ Companion across Xbox, Windows Phone, and Android. Cross-platform fitness experiences that worked seamlessly with Xbox integration. Built social features and achievement systems that turned solo workouts into community experiences. The intersection of brand, product, and behavior design.
Nike
Revolutionized aviation fleet management systems
Aviation fleet management is a space where bad design has real consequences. Led design strategy for Jeppesen, building sophisticated yet intuitive interfaces for complex dispatch systems. Brought critical response time down from 8 minutes to 45 seconds. That's not a UX improvement. That's a safety improvement.
Jeppesen, a Boeing company
Revolutionized aviation fleet management systems
Aviation fleet management is a space where bad design has real consequences. Led design strategy for Jeppesen, building sophisticated yet intuitive interfaces for complex dispatch systems. Brought critical response time down from 8 minutes to 45 seconds. That's not a UX improvement. That's a safety improvement.
Jeppesen, a Boeing company
Revolutionized aviation fleet management systems
Aviation fleet management is a space where bad design has real consequences. Led design strategy for Jeppesen, building sophisticated yet intuitive interfaces for complex dispatch systems. Brought critical response time down from 8 minutes to 45 seconds. That's not a UX improvement. That's a safety improvement.
Jeppesen, a Boeing company
Pioneered smart home energy monitoring
Led design strategy for Wiser AI, a home energy monitoring platform. The problem: energy management systems are built by engineers for engineers, but they need to work for everyone. Designed dashboards and controls that made complex energy data accessible without losing the depth that power users needed.
Schneider Electric
Pioneered smart home energy monitoring
Led design strategy for Wiser AI, a home energy monitoring platform. The problem: energy management systems are built by engineers for engineers, but they need to work for everyone. Designed dashboards and controls that made complex energy data accessible without losing the depth that power users needed.
Schneider Electric
Pioneered smart home energy monitoring
Led design strategy for Wiser AI, a home energy monitoring platform. The problem: energy management systems are built by engineers for engineers, but they need to work for everyone. Designed dashboards and controls that made complex energy data accessible without losing the depth that power users needed.
Schneider Electric
Led digital transformation for one of America's largest food retailers
Completely rebuilt the online shopping experience for web and mobile. Ran the entire design process from UX audits and strategic recommendations through user research, interface design, and rigorous testing. Turned a clunky digital storefront into something customers wanted to use.
Giant Eagle
Led digital transformation for one of America's largest food retailers
Completely rebuilt the online shopping experience for web and mobile. Ran the entire design process from UX audits and strategic recommendations through user research, interface design, and rigorous testing. Turned a clunky digital storefront into something customers wanted to use.
Giant Eagle
Led digital transformation for one of America's largest food retailers
Completely rebuilt the online shopping experience for web and mobile. Ran the entire design process from UX audits and strategic recommendations through user research, interface design, and rigorous testing. Turned a clunky digital storefront into something customers wanted to use.
Giant Eagle
I don’t claim to have all the answers. But I do ask the right questions. If you’re building something meaningful, I’d love to be part of the journey.
I don’t claim to have all the answers. But I do ask the right questions. If you’re building something meaningful, I’d love to be part of the journey.
Leadership Style: The 4Ps
The guiding principles for every single project to the finish line.
Whether it's time, resources, or team’s energy, I treat them all as part of the design process.
Leadership Style: The 4Ps
The guiding principles for every single project to the finish line.
Whether it's time, resources, or team’s energy, I treat them all as part of the design process.
People Success
Design doesn’t happen in silos. I create strong cross-functional ties with product, engineering, and ops—so goals stay aligned, blockers surface fast, and we work like one team. No egos, just shared ownership and mutual respect.
Partner Success
Design doesn’t happen in silos. I create strong cross-functional ties with product, engineering, and ops—so goals stay aligned, blockers surface fast, and we work like one team. No egos, just shared ownership and mutual respect.
Project Success
I bring structure that doesn’t suffocate. We align to roadmaps, make space for deep work, and track outcomes—not just outputs. I staff for the problem, foster learning loops, and keep business impact part of the craft conversation.
Process Success
Good teams run on good rituals. I set up lightweight, customer-driven systems that scale. From design ops to planning cycles, I keep processes lean, outcomes visible, and clutter off the table. If it doesn’t help the work move, we let it go.