Product

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— Product —

I’ve been leading Product, UX & Design teams for MOST OF my career. i LOVE the creative process, technology and building stuff from scratch. my superpower? cultivating teams with exceptional eq, raw talent and a hunger to make things better.

I’m about putting everything I am into everything I do. I believe in the power of design to solve complex problems, delight the user and drive innovation for the business. I also believe a company can’t deliver exceptional products without collaboration from cr0ss-functional teams (engineering, product, design, research, marketing) or constant assessment of strategy/tactics to remain relevant, viable and competitive. That commitment to partnership and impact is core to my leadership ethos. A few product success stories:

Obliteride

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Obliteride is an annual Seattle-based fundraising event that leverages both a branded website and backend participant portal to manage registrations and donations. The original site was created/maintained by an external agency for nearly a decade in partnership with the Philanthropy department. Usability issues were so bad, a 24/7 live hotline was introduced to reduce complaints/abandonment. I encouraged the philanthropy VP to bring the project in-house and allow my team to own its redesign and future optimization, recognizing that we could dramatically improve the PX. End result? We turned the project in 6 months and the 2020 event raised $3.1 million with 19,000 donors, most of which were (top-of-the-funnel) first-time donors.

REGISTRATION FLOW BEOFRE REDESIGN (SELECTED SCREENS - THERE WERE MANY, MANY MORE…]

LPL FINANCIAL

At LPL Financial, the Product Experience design org consists of more than 60 designers and 14 researchers supporting 22,ooo independent financial advisors, nearly 5 million investors and more than $1 trillion in assets under management. My teams are embedded in Agile product teams and conduct workshopping sessions to gather requirements, inform roadmaps, document user journeys and test prototypes with core B2B/B2C users. The ‘Discover, Define, Design, Deliver’ framework guides all of our interactions.

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expedia Partner Central

The B2B Product team for Expedia’s hotel partners needed a way to make it easy to convert casual travel shoppers into buyers. The most effective way to do that was with highly time-sensitive and targeted promotions, but the existing platform was both dated and lacked a UI and backend logic for surfacing deals that also maintained profit margins. The solution? We redesigned the Promotions Dashboard that allowed hoteliers to view inventory and target promotions for different room types that were likely to yield the most valuable bookings — color-coded and easily actionable from any device.

EXPEDIA TRAVEL GUIDES

At Expedia, we had been experimenting with SEO-driven engagement and found by linking ‘Things To Do’ content with ‘Where To Stay’ suggestions we could convert side-door traffic. I lead the charge by signing a venor to a $5.7 million contract to create rich content (video, photo, text) for 250 cities, localized in 36 languages to create the company’s first Travel Guides.