I work on complex digital experiences where the problem extends beyond the interface.
My background is in UX and experience design, but much of my work involves understanding the systems, information, technology, business rules, content, organizations, and people that determine what the user ultimately experiences.
Complex products and workflows
Products with many users, roles, states, decisions, dependencies, or paths through the experience.
Information architecture and findability
Large information environments where navigation, search, taxonomy, content structure, or terminology no longer reflect how people actually think or behave.
Experiences that cross products, websites, applications, authenticated and unauthenticated environments, or different stages of a customer relationship.
Cases where performance, functionality, or experience problems originate in APIs, databases, platforms, integrations, legacy systems, or technical architecture rather than the interface itself.
Multi-brand and multi-location ecosystems
Organizations that need consistency without pretending every brand, market, property, product, or audience is the same.
Design systems and experience consistency
Creating shared patterns and principles that make large products more coherent without unnecessarily constraining the teams building them.
Organizational complexity
Problems that cross teams or ownership boundaries, where product, technology, marketing, content, operations, research, design, and the business each control part of the experience.
I start by figuring out what is actually causing the problem.
That can mean talking with users, studying analytics, mapping systems, reviewing research, understanding technical architecture, examining content, tracing workflows, or working directly with the people responsible for different parts of the experience.
I bring those pieces together into a shared model of the problem.F
rom there, the output might be an information architecture, product model, experience strategy, prototype, design system, workflow, content model, interface, roadmap—or a combination of them.
The deliverable depends on the problem.
I work well when:
- The problem is important but poorly defined.
- The experience has accumulated complexity over time.
- Several teams or systems contribute to what the customer experiences.
- Improving individual screens isn't going to solve the underlying problem.
- There are competing user, business, and technical requirements.
- The organization needs someone who can move between strategy and detailed design.
- Progress requires product, engineering, design, research, content, data, marketing, or operations to work together.
If the primary need is visual design, production design, brand identity, or someone to take established requirements and turn them into polished screens, there are people much better suited to that work.
I can and do design interfaces. I just don't assume the interface is the problem.
