Case studies
The recent, heavy-hitting work. Numbers are real and pulled from the analytics practice I run myself. Detailed design artifacts for employer work are available in a private review - ask me.
Cart & Checkout Redesign
Redesigned the entire purchase funnel for a national marine retailer. Checkout step conversion improved 15–79%.
Pro Quote Redesign
Zero-to-one quoting for the B2B channel across Salesforce + SFCC - self-service quotes, bulk pricing, and quote-to-checkout conversion.
Apple Pay Implementation
Express checkout for a mobile-heavy audience. $7.8M in the first six months - 23% of mobile transactions.
The AI-Native Design Org
Design-to-production pipelines, automated Jira workflows, LLM analytics reporting, and an AI agent in daily operation.
Earlier work
Ag-Tech Platform, Zero to One
Principal designer for a data platform empowering farmers - sitemaps to shipped product, plus hiring the full-stack team that built it.
Founder & CEO
Founded a retail/e-commerce business, grew it to five locations plus B2B distribution, profitable in two years, sold at a 3× multiple.
Lead UX, $5B+ E-Commerce
Cart redesign with BOPIS, simplified + express checkout, PayPal & SSO, loyalty revamp - all validated through a formal usability program.