As a leader, I am committed to performance, transparency, and ingenuity. As a craftsperson, I am fixated on quality at scale and the growth of careers.

Design research & strategy

Why would people use your offering? How do the details of their lives drive your strategy?

I work to answer the big questions early on: What drives usage at key turns of experience, and how can design reach more people, more effectively.

My goal is to determine the right thing to design, and how to design it well. I guide teams in conducting research, including ethnography, that sheds light on new ways for adding value. I lead workshops for defining service models that depict key experience moments. I work with product teams to determine the purpose, appearance, and behavior of features.

The big wins come here, where you get the insight and certainty you need to realize breakthrough strategies that serve customers and users.

Product & service design

How can your digital offerings drive excitement and loyalty? How do you harmonize user needs with technical advances and market insight?

Some say that getting to great design is like capturing lightning in a bottle. But great design is neither magic nor guesswork. My approach is data-driven, collaborative, and reliable.

I lead teams in breaking problems down into patterns that drive true innovation in a timely fashion. I oversee the creation of storyboards of behavior and an anatomy of interfaces, while taking into account the system-level implications that ensure coherence and efficiency. I lead definition of design principles across product and service portfolios. Then I ensure the form and behavior of features are documented, and behavioral prototypes enrich feedback cycles while pushing ideas forward faster.

Branding & visual design direction

Whose attention will you attract? How will you make positive impressions that deepen their experiences and their trust?

Brand is the sum of your personality and character. Hard-earned experience, shifts in culture, and new ideas, meanwhile, transform brands over time. These qualities are often unconsciously held and rarely articulated. Good design depends upon expressing these qualities.

I help companies to conjure the essence of brands through a deliberate and creative approach. I lead designers in creating identity systems that include logos and color palettes, typography and imagery, interfaces and collateral, style systems and lexicons…whatever will make a distinctive, compelling, and authentic impression. I also compose content strategies, information architectures, and messaging platforms to ensure consistent and coherent execution.

Construction & support

How do you ensure great design is built the way you want, and makes the differences you are looking for?

I work with design managers, PMs, system architects, and developers to translate designs into effective and appealing solutions that are built to last.

I employ a variety of lean UX methods designed to be adaptable to the most agile development processes. I manage delivery of design assets and specifications that support fast-paced sprints. I also lead the development of design systems that anticipate developer needs in advance. Insights from usability testing, interactive prototypes, brand guidelines, and content strategies all come together to yield critical changes in user behavior and business outcomes.


Digital photography
Online music
Consumer financial services
Supply chain and manufacturing
Industrial process analytics
Agricultural controls
Knowledge management

Radiology informatics
Patient monitoring
Health system portals
Clinical care management
Open-source diagnostics systems
Talent management
Telecommunications planning

Visual search for the Industrial Internet

Long before the recent promotion of the Internet of Things, process industries were deploying software to depict the most complex operations. This Industrial Internet is now getting a boost from startups like Seeq Corporation, which accelerates industrial process analytics in support of more strategic and tactical business decisions.

Seeq makes vast troves of time-series data available with the click of a mouse. The primary value of Seeq’s flagship product is the grace with which it helps users tame complex, dynamic, and interdependent data landscapes. Multi-dimensional analysis is now possible in ways never before imagined.

My team helped shape Seeq’s product, with the objective of making it useful and compelling to users and potential purchasers alike. Working closely with Seeq product leaders, we framed the solution so that users have an effortless and valuable experience. We worked out interface and interaction patterns through rapid design sprints and defined a visual style that makes it easier to gain, retain, and share insights.

Created with Nicole Concepcion, Molly Cooper, and Eden Salisbury.

Taming a bewildering and high-stakes process

Roostify is a leading B2B2C SaaS white-label fintech platform, one that JP Morgan Chase and dozens more depend upon for attracting consumers and processing loan applications.

I joined the company as Head of Design, responsible for building the company’s design department, defining roles and responsibilities, hiring and training a team, managing operations, and setting research and design strategies.

My approach was to promote collaboration, create a positive environment, and help realize business strategies. We defined brand attributes, built a new design system, designed new features, and advanced new product strategies. Roostify’s team of researchers, designers, developers, and product managers have come together to create a brilliant new experience, one built for accessibility, speed, and ease. Our work is helping Roostify deepen its capabilities and expand its reach in this highly competitive and tightly regulated market.

The bottom line: a modern and delightful experience that lowers costs, increases capacity, and leaves consumers satisfied.

Quartz Project
Better buildings for a more sustainable world

Architects, engineers, and developers have no shortage of building materials from which to choose. And yet there’s no single reputable source of information to guide choices that are safe for humans and the environment. That’s why Flux, thinkstep, Health Building Network, and Google launched a startup for the public good: Quartz Project, a collaborative open-data initiative designed to help owners, architects, and designers plan better buildings.

My team was asked to lend a hand with the launch in time for a major industry conference. We sprinted into action beside product leaders, shaping the site’s content strategy, visual design, and brand, as well as the interaction design of the product database. Our aim was to make it easy for visitors to browse for ideas, explore commonalities, conduct comprehensive analyses, and offer feedback.

Quartz Project enables those in the architecture and construction industry to make improved decisions about the impact of their construction projects, catalyzing a market transformation toward better products, buildings, and communities.

Created with Molly Cooper and Heather Bourbeau.

Northwell Health
A new digital experience for a dynamic health system

Like many large businesses, Northwell outgrew its digital strategy. In partnership with Cooper, I led design of a new digital experience for the health system’s 50,000 staff members and the 7 million people in its service area. The result is a new website that works as great as it looks, and is designed to satisfy those who turn to the system for healthcare, employment, and business opportunities.

The research conducted by my team showed that clarity and calm are what people need most when they are weighing treatment options and sorting out bills. We used these and other insights to generate a new information architecture, then we carefully crafted page designs that serve visitor needs. Understanding that Northwell’s content strategy would shift over time, we created a system of page templates, modules, and workflows to provide a consistent and coherent experience. This led to radically simplified navigation and a user experience that frames answers to the vital questions of site visitors.

Created with Molly Cooper, Eden Salsibury, and Leslie Westendorf.

Economic cultivation of the perfect stretch of grass

The best superintendents have a near mystical sense of the potential every moment holds for the health of their golf courses. Turf management is as much science as art, though, requiring mastery over several layers of physical and virtual technology to ensure beautiful and highly playable grass.

When Toro decided to radically improve its industrial-strength irrigation control systems, the company knew its software would have to be as intuitive as the superintendents who would use it. I was a member of a  team that researched and designed a product system that not only makes it easy to use information about past, current, and prospective conditions but also permits minute-to-minute control and “what-if” planning.

The result was a new desktop and mobile design to help turf managers lay down the right amount of water anywhere on a massive golf course through efficient use of thousands of electronic sprinklers, sensors, and other infrastructure elements. This made possible a control system that can be used to manage year-round growth of lush and resilient grass in harsh climates over varied terrain with little waste.

Done with design leaders Chris Weeldryer & Steve Calde.

Employing digital therapeutics to help patients stay on track

The Collaborative Chronic Care Network is a learning health system with design at its heart, and what the new and effective model of care looks like.

With five-year funding from the National Institutes of Health, I led research and design of a collaborative health-tracking system that helps care providers and health seekers connect and share data between appointments. This mobile and web-based digital therapeutics system makes it easy for care providers to prompt action and to collect and visualize health information for individual patients as well as whole populations.

Created with Anubhav Jain, Eden Salisbury, and Leslie Westendorf, Molly Cooper, and Pratik Pramanik.


Cedars-Sinai Medical Center
DePuy Medical

Environmental Defense Fund
General Electric
Hewlett Packard



I make great products and lead organizations that research and design them. I’m also a product advisor, career coach, and speaker.

I trained as an interaction designer and ethnographer. I then became a practice leader, eventually building several research and design organizations that have launched successful offerings in finance, medicine, industrial analytics, consumer electronics, and other fields.

I cut my teeth at Cooper, the pioneering design company, where I grew to lead a practice that included dozens of researchers and designers. While there I also helped build what is now known Cooper Professional Education. From there, I went on to direct an NIH-funded healthcare innovation lab where my teams researched, defined, and prototyped a range of chronic-care interventions. I then started Catabolic to help public companies and nonprofits, particularly in healthcare, finance, and industrial process automation. I also built the research and design department at Roostify, a leading financial technology B2B2C SaaS platform. And at Wizeline, the global technology company, I led a crew of about 40 talented researchers and designers in working with our developers to build dozens of products. In 2020 I will return to Catabolic to help individuals, departments, and companies grow the impact, agility, and mindfulness of their practices.

Get new posts in your inbox:
Thanks for signing up!
Please enter a valid email address
Sign up for our design newsletter: