I design growth systems that help products earn a place in how people work.

The moments that determine whether a product sticks are often the hardest to get right: helping people discover value, build habits, collaborate with others, and ultimately decide a product is worth paying for. My work focuses on creating those moments and turning them into repeatable systems.

  • Helping teams reach meaningful value quickly through onboarding, activation, and habit-forming product experiences.

  • Designing pricing, packaging, and consumption-based business models that help customers understand what they’re paying for and feel confident as they grow.

  • Building products tailored to specific industries and personas, creating new workflows and experiences designed around how they operate.

  • Creating cohesion between brand and product while evolving the visual systems that shape how products look, feel, and function.

Approach

Create Clarity
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A big part of leadership is helping teams identify what matters most. Clear priorities create better decisions, sharper tradeoffs, and stronger execution. I use briefs, frameworks, and discussion to distill complex problems into a direction teams can rally around.

Make the implicit explicit
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Speed comes from removing hidden friction. The work is often less about finding the answer and more about uncovering what’s preventing the team from making a decision. Making assumptions, concerns, and incentives visible helps teams move forward with confidence.

Respect the user's intent
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People come to products to accomplish something. Great design helps them do that with as little friction as possible. The best experiences feel intuitive, confident, and focused. Guidance, education, and personalization should help users succeed, not compete for their attention.

Lead from the front
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My leadership style is shaped by my experience as a soccer team captain, leading alongside the team rather than from the sidelines. I stay close to the work, participate in critiques, and step in where I can add value. Teams succeed when people support each other and feel a shared ownership of the outcome.

Selected work

  • Reimagining onboarding

    We shifted onboarding from product education to workflow creation, helping users get to relevant, collaborative work faster. The result was a meaningful increase in users reaching our core activation milestone.

  • Designing for new business models

    Asana is expanding beyond a single-product, seat-based model into a platform of products, add-ons, and consumption-based pricing for AI capabilities. We designed experiences that help customers understand what they’re buying, how usage is measured, and how costs evolve as they grow.

  • Asana for Client Management

    Built a new product experience for professional services teams. Focused on industry-specific workflows and adoption.

  • AI Teammates Identity

    Created greater cohesion between brand and product. Focused on improving how products look, feel, and function.