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20+ Years Experience in Product Design & UX

I am a UX and Product Design leader with 20+ years of experience building high-performing teams, shaping digital product strategy, and delivering measurable business outcomes. I have led the design of enterprise websites, mobile applications, e-commerce platforms, and authenticated customer experiences across healthcare, financial services, manufacturing, insurance, and retail.

My expertise spans product strategy, customer experience, conversion optimization, design systems, accessibility, and digital transformation. I partner closely with Product, Engineering, Marketing, and executive stakeholders to translate complex business and user needs into intuitive, scalable solutions that drive acquisition, engagement, retention, and growth.

Throughout my career, I have built and mentored multidisciplinary design organizations, established UX standards and governance frameworks, and led initiatives that increased revenue, improved conversion, reduced abandonment, and strengthened customer satisfaction. I believe great design succeeds when it aligns user needs, business goals, and technical realities to create meaningful and measurable outcomes.

Leadership Snapshot

  • 20+ years leading UX and Product Design
  • Built and mentored multidisciplinary design teams
  • Enterprise experience across healthcare, finance, insurance, retail, and manufacturing
  • Speaker at national UX and digital strategy conferences
  • Founded and led IceFrog, a digital product startup that launched multiple SaaS platforms and online brands, providing hands-on experience in product strategy, growth, and business operations

In a Nutshell

I reduce friction in complex customer journeys.

    • U.S. Bank → complex financial decisions
    • Humana Personalization → re-entering a complex shopping journey
    • Humana AI Assistant → eliminating decision friction
    • Humana Education → making Medicare understandable
    • Humana Universal Navigation → making information findable
    • KwikTrip Health Incentive App → rewarding lower cost treatment decisions
    • Maytag ROI Calculator → simplifying a complex commercial purchasing decision

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