Profile
Product designer with 20+ years shaping products, brands and the teams behind them. At PrePass I am unifying separate products into a platform on a design system I initiated, for 80k customer accounts. I work on enterprise user experience, support the mobile and in-vehicle experience as it grows from 1,000 to 50,000+ users and beyond. I work from field research to shipped UI, and I prove the result with data. I bring a truly deep toolbox of experience to every challenge, and thrill at growing my skillset beyond that horizon. Never sit still.
Key skills
UX & product
- User research
- Usability testing
- Interaction design
- Information design
- Wireframing & prototyping
- Design systems
- Accessibility
- Data visualization
- Competitive analysis
- Product strategy
Leadership
- Design team leadership
- Contractor management
- Agile delivery
- Project management
- Stakeholder presentations
Brand & content
- Creative direction
- Art direction
- Branding
- Copywriting
- Editing
- Marketing automation
- SEO / SEM
- Bilingual (Spanish)
Research & analytics
- User testing
- A/B testing
- Funnel analysis
- Mixpanel
- Site analytics
- Field research
Experience
2021 – Present
Staff UX Design
PrePass
Product design • UX strategy • Design leadership • Contractor management
- Drove UX strategy across self-service enrollment, tolling analytics, fleet management, and internal operations, connecting customer needs with product architecture and measurable business outcomes.
- Improved enrollment outcomes through data-informed UX and experimentation, achieving an 18.5% booking rate versus 10.6% for the legacy experience, with median account-creation time dropping from 34.1 hours to 12 minutes for customers completing independently.
- Built a scalable, multi-brand design system with 61 components, 2,217 design tokens, 790+ automated tests, and integrated accessibility standards, establishing reusable infrastructure for consistent product experiences.
- Influenced cross-product architecture and design governance for the Unified Fleet Management Portal, establishing shared UX patterns and reusable components across product teams.
- Transformed tolling dashboards into actionable decision-support experiences, helping customers understand spend, savings, disputes, violations, and anomalies while establishing behavioral analytics to measure engagement.
- Led discovery and workflow analysis across customer-facing and internal operational tools, identifying usability and accessibility failures, challenging legacy assumptions, and guiding solutions that reduce cognitive load and operational friction.
2015 – 2021
Creative Director
Cyberscout
Product design • UX strategy • Design leadership • Marketing • Contractor management
- Improved the UI and UX of the SaaS product platform in an agile partnership with the implementation team, supporting higher sales and customer retention.
- Led two rebrands and the corporate identity for a company in five countries with 130+ employees, through its 2021 acquisition by private equity.
- Directed a contract design and copy team of three to six across corporate marketing and several verticals.
- Rebuilt and maintained the corporate website using analytics and best practices, averaging 12% traffic growth a year.
- Ran B2B lead generation through video, podcasts, webinars and white papers, and co-managed Marketo with Salesforce integration.
2011 – 2018
Freelance Designer
Various clients
Web UI and information design • Marketing design • Print design
- Designed and built websites, packaging, branding, catalogs and multi-channel marketing campaigns for companies across industries and for full-service agencies.
2013 – 2014
Art Director
Monex Group
Marketing design • Email marketing • Web design
- Drove B2B lead generation through quarterly email campaigns managed in Eloqua.
- Built multi-channel campaigns: PPC landing pages, postcard mailers, banner ads and monthly website promotions.
2004 – 2011
Art Director & Writer
Latino Perspectives
Publication design • Web design • Contractor management • Photo shoots • Illustration • Event management • Journalism • Editing support
- Conceptualized, designed and built a monthly print and web publication for the Latino community in Arizona.
- Won Arizona Press Club awards for both layout and cover art.
- Wrote articles and three books, covering histories, investigative pieces, lifestyle and reviews.
2000 – 2003
Art Director, Cofounder
FireDrum
Product design • Web design • Email marketing • Contractor management
- Cofounded a web design and email marketing company, then built a self-service platform for clients to run their own email campaigns.
- Wrote and presented proposals that brought on 10+ clients.
Selected projects
Twigzy, a botanical encyclopedia
Search & filtering UX • Information architecture • Data modeling
- Designed search and filtering that makes 524,864 plant taxa findable by two very different users: someone holding a leaf they can't name, and a botanist who needs sourced, citable facts across 115 filterable fields.