Find the direction. Bring people with you.
I help teams see where a product could go—and give people something concrete to work toward together.
I start by understanding the bigger problem. Then I work across product and engineering, helping stakeholders and executives connect customer needs with business priorities—and build a shared direction.
At Citrix, translating a new brand into a shared direction for the product portfolio.Build a shared direction.
A design direction needs to make sense beyond design. I work with partners to connect the experience we want to create with the risks, constraints, and priorities the business is navigating.
At Cobalt, I partnered with the VP of Engineering to make the case for modernizing the front end. Security risk, delivery speed, and recurring costs became part of the same conversation as usability and visual consistency.
A clearer experience
Research, audits, and usage data to focus the work.
A healthier foundation
Modernization to address risk and make delivery easier.
A credible investment
Delivery speed, recurring costs, and implementation strategy.
Not a design pitch on one side. A shared plan across disciplines.
Make the future tangible.
A strategy becomes easier to discuss when people can imagine what it means for a customer. I use stories, prototypes, and product visions to turn abstract possibilities into something teams can question, refine, and share.
Pendo: a day in Pam’s shoes.
With the CPO and Director of Product Marketing, I shaped a vision around a product manager’s working day. The story gave the company a customer-centered way to talk about the future—first at kickoff, then at Pendomonium.
Pendo’s product vision, presented through a customer story—not a tour of disconnected features.
Start with the friction in Pam’s day.
Show what a better day could feel like.Citrix: one connected working day.
For an analyst meeting, I led a three-week collaboration across product, engineering, and design to connect desktop and mobile capabilities into one coherent story.
A shared character and script gave us the thread. Working with Brand and Marketing, I art-directed the photoshoot and built the story in native PowerPoint so presenters could control the pace and adapt it.
Start with the person and their day. Connect the product around them.
Turn vision into forward motion.
The vision is a starting point, not a substitute for the work. I want teams to know what we’re aiming for, what we still need to learn, and how we can move toward it.
At Cobalt, NEXT brought research, a refreshed visual language, reusable components, and an implementation approach into one direction. At Paylocity, we put the platform model in front of employees, managers, and HR admins across three rounds of prototype testing.
