I lead the research and design of great products, services, and systems, and the organizations that make them. I am a leader committed to collaboration, and a craftsperson fixated on quality and scale.


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?

My approach to research and strategy helps determine the right thing to design, and how to design it well. I start by speaking with experts and poring over analytics.

I conduct field research, including ethnography, to shed light on new opportunities for your users.

I create personas whose goals, workflows, pain points, and roadblocks inform usage situations.

Then I devise scenarios that depict key experience moments, and help define the features and the system requirements to support them. Scenarios depict key experience moments that define features as well as their appearance, behavior, and system requirements.

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

Product & service design

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

The aim of invention is to create new and better ways for people to realize their goals. I do this by generating concepts that can work at scale. I break problems down into patterns that drive true innovation. I create storyboards of behavior and an anatomy of interfaces, while taking into account the system-level implications that ensure coherence and efficiency.

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 apply design principles across product and service portfolios. Then I articulate the form and behavior of features using vivid design documentation and behavioral prototypes that enrich feedback cycles and push 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 conjure the essence of brands through a deliberate and creative approach. I lead designers in creation of 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.

Check out this case study of just such a project with Citrix to which I lent a hand.

Construction & support

How do you ensure great design is built the way you want?

I love working with product managers, system architects, and development leads to translate designs into elegant, effective, and appealing solutions. I iterate until the design satisfies functional and content requirements, business objectives, human goals, and brand values.

At times my work is done after having framed the solution just enough for developers to take it from there. On occasion I specify the design with great fidelity when development teams wish to reduce time and guesswork. In any case, my experience with all kinds of teams, agile and otherwise, brings great ideas to market.


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.

Tapping into personal goals for the common good

There’s only so much water and energy to go around. Without everyone pulling together, the result could be depleted reservoirs, carbon pollution, and economic distress. That’s why Environmental Defense Fund asked my team to define principles behind a smart home resource meter.

Our ethnography revealed that people were willing to conserve… as long as doing so helped them easily achieve their personal goals. Insights like these helped us identify product features that would help people understand their current usage, provide immediate notification of resource spikes, compare their usage with similar households, and identify the most suitable conservation methods.

For instance, while a wall-mounted thermostat-style product had some appeal, conservation was more likely to arise from interactive data displays and with which residents can take swift and sure action.

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 have lead people in the creation of digital solutions and product organizations that help people connect, prosper, and grow more resilient.

As a designer, I have helped make dozens of products and systems in a dozen different markets. As a design director, I have overseen the work of innovation specialists, brand and visual designers, interaction designers, ethnographers, content strategists, and information architects. As an executive, I have created a productive and inclusive environment aligned with strategy.

I write regularly about design, including two papers in a peer-reviewed medical journal on design research and for prototyping of clinical interventions. My award-winning work has been granted patents and has been subject to scientific study.

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