Strategic design leader specializing in 0-1 product development
I transform ambiguous visions into market-ready products. With over a decade of experience across fintech, SaaS, retail, B2B, and B2C products, I combine deep design expertise with business strategy to identify opportunities, validate solutions, and launch products that drive measurable growth.
Select Works
BUILDERTREND
Increasing throughput and engagement with service design
Diving deep into the overall user journey and business, I audited Buildertrend's platform to create detailed service design maps, revealing new product opportunities and needed strategic improvements. Designing for these gaps increased customer throughput and engagement with Buildertrend’s financial services.
Impact:
21% increase in onboarding completion
17% increase in on-time lending payments
Lead Product Designer | SaaS, Fintech, B2B | 2022-2025
See the project
BUILDERTREND
Increasing throughput and engagement with service design
Diving deep into the overall user journey and business, I audited Buildertrend's platform to create detailed service design maps, revealing new product opportunities and needed strategic improvements. Designing for these gaps increased customer throughput and engagement with Buildertrend’s financial services.
Impact:
21% increase in onboarding completion
17% increase in on-time lending payments
Lead Product Designer | SaaS, Fintech, B2B | 2022-2025
BUILDERTREND
Increasing throughput and engagement with service design
Diving deep into the overall user journey and business, I audited Buildertrend's platform to create detailed service design maps, revealing new product opportunities and needed strategic improvements. Designing for these gaps increased customer throughput and engagement with Buildertrend’s financial services.
Impact:
21% increase in onboarding completion
17% increase in on-time lending payments
Lead Product Designer | SaaS, Fintech, B2B | 2022-2025
See the project
CLIMATE CHANGE STARTUP
Strategic redesign to communicate core value proposition
This stealth-mode startup needed to better articulate its value to customers and investors. Through user research and strategic analysis, I redesigned the core product experience to improve clarity and functionality while supporting business development goals.
Senior Product Designer | SaaS, Startup, B2B | 2021
See the project
CLIMATE CHANGE STARTUP
Strategic redesign to communicate core value proposition
This stealth-mode startup needed to better articulate its value to customers and investors. Through user research and strategic analysis, I redesigned the core product experience to improve clarity and functionality while supporting business development goals.
Senior Product Designer | SaaS, Startup, B2B | 2021
CLIMATE CHANGE STARTUP
Strategic redesign to communicate core value proposition
This stealth-mode startup needed to better articulate its value to customers and investors. Through user research and strategic analysis, I redesigned the core product experience to improve clarity and functionality while supporting business development goals.
Senior Product Designer | SaaS, Startup, B2B | 2021
See the project
HUDSON YARDS
Launching a 0-1 wayfinding experience for a ground-up development
I designed a comprehensive wayfinding experience for New York's newest neighborhood that launched alongside the opening of its shopping center. Through extensive research with visitors, residents, employees, and stakeholders, I created a system for anyone to navigate the neighborhood and boost commerce.
Impact:
5,000 uses in the first day
Continues to serve 125,000 visitors pers day
Lead Product Designer | Retail, 0-1 , B2C | 2019
See the project
HUDSON YARDS
Launching a 0-1 wayfinding experience for a ground-up development
I designed a comprehensive wayfinding experience for New York's newest neighborhood that launched alongside the opening of its shopping center. Through extensive research with visitors, residents, employees, and stakeholders, I created a system for anyone to navigate the neighborhood and boost commerce.
Impact:
5,000 uses in the first day
Continues to serve 125,000 visitors pers day
Lead Product Designer | Retail, 0-1 , B2C | 2019
HUDSON YARDS
Launching a 0-1 wayfinding experience for a ground-up development
I designed a comprehensive wayfinding experience for New York's newest neighborhood that launched alongside the opening of its shopping center. Through extensive research with visitors, residents, employees, and stakeholders, I created a system for anyone to navigate the neighborhood and boost commerce.
Impact:
5,000 uses in the first day
Continues to serve 125,000 visitors pers day
Lead Product Designer | Retail, 0-1 , B2C | 2019
See the project
THE EMPIRE STATE BULIDING
Modernizing an icon through 0-1 product development
I led the reimagining of various visitor experiences for this iconic landmark's first renovation in decades. From initial user research to product launch, I designed new digital ticketing and a souvenir experience that transformed how millions interact with the historic attraction.
Impact:
15% decrease in time to purchase a ticket
7% increase in upgrade conversions
Lead Product Designer | Retail, 0-1, B2C| 2018
See the project
THE EMPIRE STATE BULIDING
Modernizing an icon through 0-1 product development
I led the reimagining of various visitor experiences for this iconic landmark's first renovation in decades. From initial user research to product launch, I designed new digital ticketing and a souvenir experience that transformed how millions interact with the historic attraction.
Impact:
15% decrease in time to purchase a ticket
7% increase in upgrade conversions
Lead Product Designer | Retail, 0-1, B2C| 2018
THE EMPIRE STATE BULIDING
Modernizing an icon through 0-1 product development
I led the reimagining of various visitor experiences for this iconic landmark's first renovation in decades. From initial user research to product launch, I designed new digital ticketing and a souvenir experience that transformed how millions interact with the historic attraction.
Impact:
15% decrease in time to purchase a ticket
7% increase in upgrade conversions
Lead Product Designer | Retail, 0-1, B2C| 2018
See the project
GAME OF PHONES
Building a global game brand from 0-1
Sam Wander and I saw an opportunity to create a product playing with the intersection of digital and physical social experiences. We created the concept for a game, tested it, funded it on Kickstarter, and launched Game of Phones in 2014. Many units sold, many partnerships made, and a decade later, we’re still selling games.
Impact:
Hundreds of thousands of units sold globally
Retail partnerships with Walmart, Target, Barnes & Noble, and more
Founder/Head of Design | Entrepreneurship, 0-1, Retail, B2C | 2014-current
GAME OF PHONES
Building a global game brand from 0-1
Sam Wander and I saw an opportunity to create a product playing with the intersection of digital and physical social experiences. We created the concept for a game, tested it, funded it on Kickstarter, and launched Game of Phones in 2014. Many units sold, many partnerships made, and a decade later, we’re still selling games.
Impact:
Hundreds of thousands of units sold globally
Retail partnerships with Walmart, Target, Barnes & Noble, and more
Founder/Head of Design | Entrepreneurship, 0-1, Retail, B2C | 2014-current
GAME OF PHONES
Building a global game brand from 0-1
Sam Wander and I saw an opportunity to create a product playing with the intersection of digital and physical social experiences. We created the concept for a game, tested it, funded it on Kickstarter, and launched Game of Phones in 2014. Many units sold, many partnerships made, and a decade later, we’re still selling games.
Impact:
Hundreds of thousands of units sold globally
Retail partnerships with Walmart, Target, Barnes & Noble, and more
Founder/Head of Design | Entrepreneurship, 0-1, Retail, B2C | 2014-current
DIFFERENT PUZZLES
A business born out of the pandemic
Seeing an opportunity in March of 2020 to create a product for people stuck at home, Sam Wander, Olivia Seely, and I created a jigsaw puzzle brand. Built on our previous entrepreneurial success with Game of Phones, we rapidly developed and launched a new company within a few months that we continue to run today.
Impact:
Thousands of units sold
Media coverage from Wall Street Journal, Goop, Domino, and more
Founder/Head of Design | Entrepreneurship, 0-1, Retail, B2C | 2020-current
DIFFERENT PUZZLES
A business born out of the pandemic
Seeing an opportunity in March of 2020 to create a product for people stuck at home, Sam Wander, Olivia Seely, and I created a jigsaw puzzle brand. Built on our previous entrepreneurial success with Game of Phones, we rapidly developed and launched a new company within a few months that we continue to run today.
Impact:
Thousands of units sold
Media coverage from Wall Street Journal, Goop, Domino, and more
Founder/Head of Design | Entrepreneurship, 0-1, Retail, B2C | 2020-current
DIFFERENT PUZZLES
A business born out of the pandemic
Seeing an opportunity in March of 2020 to create a product for people stuck at home, Sam Wander, Olivia Seely, and I created a jigsaw puzzle brand. Built on our previous entrepreneurial success with Game of Phones, we rapidly developed and launched a new company within a few months that we continue to run today.
Impact:
Thousands of units sold
Media coverage from Wall Street Journal, Goop, Domino, and more
Founder/Head of Design | Entrepreneurship, 0-1, Retail, B2C | 2020-current
