Over the past 20 years, I’ve operated as a product designer and entrepreneur, building digital products for industry leaders like PepsiCo, Walmart, and Walgreens. This cross-industry perspective has given me a specific "strategic superpower": the pattern recognition to solve complex problems at a velocity that single-focus roles cannot match.
Today, I focus on the intersection of Design, Product Strategy, and Engineering. I operate as a fractional leader helping organizations navigate the complexity of product fragmentation and large-scale rebranding efforts.
Strategic Expertise
Business Research & Validation
Cut through “what if” by pressure-testing ideas with market intel + customer data. Validate the smallest version that proves value before build—so budget goes to what moves revenue or reduces risk.
B2B & SaaS Platforms
Own the end-to-end: first decide if SaaS is the right model, then design flows that retain users and grow MRR/NRR. Cover acquisition, onboarding, in-product discovery, pricing/permissions—tuned for expansion, not churn.
E-commerce at Enterprise Scale
Focus on what actually moves the needle on high-traffic PDP → cart → checkout. Optimize the full lifecycle—search, merchandising, promos, loyalty, returns—to lift conversion and AOV without adding friction.
Healthcare & Patient Experience
Set clear service levels and map patient/provider journeys to remove real-world friction. Outcomes: safer intake and scheduling, fewer abandoned appointments, cleaner handoffs across the care team.
Design Systems (Multi-brand)
Tokens, accessible components, and light governance that teams actually follow. Result: consistent shipping, fewer regressions, and lower build/maintenance costs.
AI Strategy & Implementation
Pick 2–3 use cases with real ROI, pilot quickly with guardrails, and scale. Measure hours saved, error reduction, and SLA reliability—not just demos.
Past
Lead Product Designer
Foundant Technologies
Chicago, IL / remote
2023 - 2025
I led the UI/UX and visual design for a major overhaul of three legacy software products in the philanthropy space. These platforms were used by hundreds of donors, nonprofits, and community foundations to create a meaningful impact. I was brought in to address challenges such as the lack of a unified design system and inconsistencies across multiple products. My focus was on building a cohesive design strategy and system to create a more seamless, consistent, and user-friendly experience—especially in key areas like grant applications and donor management.
Principal and Senior Product Designer
Hoag Health System
Chicago, IL / remote
2023 - 2023
I was hired by Hoag to address the significant issue of patient fragmentation across multiple healthcare providers. As a leader in the UX domain, I spearheaded the development of a platform aimed at tackling this problem. This initiative required extensive research and allocated resources. I led various workstreams, including the creation of centralized patient experiences throughout the network and the analysis of large-scale surveys encompassing patient perspectives. My role involved driving the design and implementation of solutions to achieve the overarching goal of reducing fragmentation and improving the patient experience.
Lead UX
Sulos
Chicago, IL / remote
2022 - 2023
I joined the Sulos team as the lead designer for a remote patient monitoring application in the field of palliative care. My role involves driving strategic initiatives and planning to enhance the system's user experience by connecting patients, their families, care teams, and care coordinators at palliative care organizations. By adopting a research-driven and user-focused approach, I am helping the company prioritize user needs in the development process and shift away from a team-centric focus.
Senior UX Design Consultant
Envestnet
Chicago, IL / remote
2021 - 2022
During my time at Envestnet, I established myself as an inclusive design leader and strong user advocate. I oversaw the experience strategy and UI/UX design for Envestnet’s core foundational financial products, upon which all other products relied. My focus was on demonstrating the value of human-centered design to VP-level business stakeholders and managing UX collaboration.
Senior UX Design Consultant
PepsiCo
Chicago, IL / remote
2020 - 2021
During my time at this role, I worked with a small consulting team to build custom ecommerce solutions for PepsiCo from the ground up. I had the opportunity to apply my skills in UX design and product management to lead the planning, strategy, and roadmap of the platform. Additionally, I worked with the client to learn about their customers and pain points, which helped me translate them into real solutions."
Senior UX Design Consultant
Walmart
Chicago, IL / remote
2020
I had the opportunity to work with great UX teams helping to modernize Walmart's dynamic pricing legacy systems. I applied my skills as a researcher and took the lead in conducting user research for one of the company's pricing systems. Additionally, I used my design research findings to design the next generation of the platform. As a mentor, I also worked with junior designers to help them improve their skills, particularly in the areas of deliberation and problem-solving.
Senior UX Design Consultant
Walgreens
Chicago, IL
2019
As a UX consultant on the team, I worked with a large UX team and researchers to reshape the future of the next-generation pharmacy application. I applied my UX skills to lead the domain of patient profile and patient registration, consolidating a large amount of data into a meaningful ecosystem of relevant content which influenced the designs and drove design discussions.
Head of Product
Doogma
Chicago, IL
2018 - 2019
At Doogma, I had the privilege of leading the entire user experience for the company's core product customization technology. I oversaw the design of product configuration experiences for clients' ecommerce sites, ensuring that the end-to-end experience was seamless. Additionally, I worked closely with the CEO to identify strategic, intuitive solutions that would translate into scaling MRR.
Senior UI/UX Designer
Sears Holdings Corp.
Chicago, IL
2014 - 2017
Pivoting from a startup culture into a enterprise-level environment at Sears America, I used my extensive knowledge of building the Sears platform Shop Your Way to design numerous projects for the company, such as Pebble, Sears Auto, and mainly the Personal Shopper app. These projects included leading the visual experience and developing detailed wireframes and prototypes.
Art Director
Sears Israel
Tel Aviv, Israel
2010 - 2014
I joined the Sears Israel team shortly after it was acquired by Sears U.S. and collaborated with great designers, product managers, and leadership to redefine the online shopping experience and transform Shop Your Way into a mega site used by millions of shoppers. This included collaboration with teams on the U.S. side and bringing many ideas to life. Additionally, I established the first design studio at Sears Israel and hired designers and freelancers to support our efforts.
