I make complex tools feel simple.

These days that's B2B SaaS: automation, CRM data, configuration-heavy products that can do almost anything, which is exactly why people freeze the moment they open them. I work the whole problem end to end: I sit with users, dig past the surface complaints to what's actually going wrong, design the flow, and build the prototype and handoff files that get it shipped.

Before B2B, I spent years designing consumer experiences at Tripadvisor's SmarterTravel, reaching millions of travelers. I still carry that with me: the belief that "enterprise" is no excuse for a tool to feel clunky. Consumer software taught me that people don't read the manual; they just expect things to work. B2B users want exactly the same thing.

If there's one thread through all of it, it's trust. People won't use a tool they don't believe, so I design for the moment someone has to trust what's in front of them: the automation they're about to switch on, the result they're about to act on, the number they're being shown. Get that moment right, and everything else follows.