// Selected work
case studies
Selected works across Enterprise Software B2B and Direct-To-Consumer experiences.
01
CRO
Ecommerce
Branding
top of funnel redesign
company // cirkul
Optimized Cirkul’s top-of-funnel experience by reducing friction across the homepage and navigation journey. Leveraging analytics, customer insights, and experimentation, the redesign increased revenue per visitor by 2.5%, improved first-time buyer conversion by 2.8%, and reduced homepage-to-PLP drop-off by 29%.
Open
02
Systems
Ecommerce
Branding
Design System
company // cirkul
Consolidated 1,000+ design elements into a scalable design system with reusable components, design tokens, and asset standards, reducing asset size by 47% and improving page load speed by 30%.
Open
03
SaaS
B2B
Enterprise
Dashboard Experience
company // avvale
Designed a dashboard experience within an SAP ecosystem to simplify scheduling and operational workflows for dental business assistants. Partnering with stakeholders and users, the solution improved task completion to 83% and increased user sentiment by 68%.
Open
// Learn more
about me
Working across different industries, from enterprise SaaS to consumer e-commerce, I've learned that every product offers a new perspective. I enjoy bringing those perspectives from one domain into another and recognizing patterns across seemingly different problems.
Outside of work, curiosity tends to lead the way. Whether that's traveling somewhere new, diving into an unexpected rabbit hole, or exploring a topic simply because it caught my attention, I enjoy the process of learning just as much as the outcome.
// principles
Field notes
Just a collection of ideas that consistently guide the way I work.
01
Question Assumptions
The first answer isn't always the right one. I use research, behavioral insights, and context to challenge assumptions before jumping to solutions.
02
FOLLOW THE SIGNALS
Behavioral insights, research, and experimentation help uncover patterns that intuition alone can miss. I use evidence to inform decisions, not to replace judgment.
03
DESIGN FOR CLARITY
Whether simplifying a workflow or rethinking a homepage, I aim to reduce friction and help people move forward with confidence.
