I make dense, high-stakes software feel simple.
Trading platforms, IoT dashboards, PLM data and field tools for land surveyors. Lead designer embedded with dev teams, from first sketch to shipped product.
Selected work
04 CASE STUDIESRebuilding a city-scale control dashboard around the data people actually need
Sole designer on Ubivu, a smart-city lighting platform used by about 500 customers. Replaced tables and map hunting with color-coded, data-agnostic tiles.
One E*TRADE, on the web and the desktop
Design systems that turned proofs of concept into products
Field documentation for licensed land surveyors, offline-first
Delightful, intuitive and a little addictive. Even in an unglamorous SaaS app.
The details people never notice are the ones that make an app feel effortless.
If a control needs explaining, it needs redesigning.
Standard placement beats clever placement. Nobody should hunt for the button.
Never assume you know your users before you understand their needs.
I've spent 25 years as the designer sitting with the engineers: at E*TRADE, Ubicquia, Duro, Surefront, and now ZiaMap, which I co-founded.
I learn a domain fast, watch how people really work, and build design systems that keep big products consistent long after launch. Traders, city operators and survey crews all make fast calls from dense screens under pressure, the same challenge clinicians face every shift. Based in Mount Horeb, Wisconsin.
Good design isn't owned by designers or founders. It comes from testing assumptions with real people. Every product I'm proud of was shaped by users, engineers and the people who pushed back.
HOW I WORK
When the founder wanted every chat auto-posted to Twitter.
At ConnecTV, our founder proposed automatically posting every chat message about TV shows to Twitter, a cheap marketing play on paper. Instead of arguing, my team tested it. We put it in front of real users at a rapid-fire testing session hosted by Atlassian in San Francisco, walking each person through two versions: posts that stayed inside ConnecTV, and posts that also went to Twitter on the first message. Everyone we tested opted out of auto-posting.
We brought the data back with a better proposal: let users share individual messages, and give them reasons to share their best posts and memes. Months after launch, my wife got one of those memes from a friend in Florida, whose daughter had found the app and loved it.