About

I help teams figure out what's actually getting in the way for users and build mobile products that actually work.

I've spent the last 8+ years working on marketplaces, fintech, logistics, and growth platforms. A lot of that work happened in situations where mistakes are expensive. I've learned that design is usually the easy part. The hard part is figuring out what's really broken—a drop-off, too much complexity, incentives that don't line up—and getting everyone to agree that's what we should fix.

My work spans product strategy, UX, and delivery. Teams usually bring me in when things have gotten messy or progress has stalled. I help cut through the noise, figure out what actually matters, and move forward.

I care about results that stick. Better conversion rates, less friction, more trust, products that work in the real world. Most of what I'm doing now is building for mobile-first users at scale.