I build products for people — and the practices that make them
With more than 20 years leading research, digital product strategy and design across logistics, financial services, commerce and media, I help organizations understand their customers and build products people actually want to use.
UX practices built from scratch: Rivet, DHL, First Niagara, CNN
Business impact
60%+
Quality starts converted by the rebuilt Online Account Opening
Global scale
150+
Country editions on one design system
Selected work
Case studies
Enterprise transformation, product building, and practice building — with the outcomes to show for it.
LogisticsDHL Express · 2025
Reimagining international shipping for guest shippers
An accelerated design project that produced a streamlined, modern shipping experience for novice shippers across 200+ countries, piloting in 2026. I also directed UX requirements and designs for My DHL Express, the reimagined account-holder application (still in development and not public).
Context
In early 2025, we were brought in to reconceive the Guest Shipping application. International shipping is genuinely complex; customs regulations vary by shipment, and guest shippers have to get it right on the first try, without an account.
Guiding principles
Clarify that shipping is a process, not a single action. Reduce friction at the start of the flow. Show a complete, consolidated view of pricing upfront. Set clearer expectations for required data.
The entry point: start shipping in two fields, no account required.
Step 1 — Shipper & receiver
Step 2 — Shipment details & customs
Step 3 — Services, delivery & cost
The prototype configurator: every use case, testable on demand.
Copy specified for localization in 200+ markets.
Outcome: results were strong enough to move the new design directly into development.
Transforming DHL.com into a scalable global platform
A multi-year content and design renovation rebuilt 150+ country editions of DHL.com into a unified, responsive platform that feels like a single site. Winner, B2B & Transportation Standard of Excellence, 2022.
Context
The goal was to create a unified, responsive DHL.com that felt like a single site, serving every business unit and market from one coherent system.
Approach
Led UX research, design and content strategy; directed an accessible visual design system and React prototype; and used functional prototypes, including country localizations, to usability-test decisions and resolve stakeholder disputes with evidence instead of debate.
+38% Organic visits from search
+60,000 New DHL Express visits per month
150+ Country editions · 25 business unit configurations
44 Languages · 16,000 pages
BeforeAfter
Drag to compare: the same page, before and after unification.
The UX Approach Canvas: user and business needs distilled from survey, analytics, search-audit and usability data.
Publishing guidelines: content standards that scale to every site team.
The platform UI patterns: every component specified and governed.
One IA, three market models (complex, standard and simple) so 150+ countries fit one system.
Design systemContent strategyReact prototypeUX writing standardsOperating model
Consumer productRivet CX product practice
Clipsmash — end-to-end product for video rookies
A downloadable consumer video-editing application built in-house. As senior UX stakeholder I guided the end-to-end user experience and brand strategy, collaborating with design, engineering and marketing through full build and launch.
Context
Video editing tools assume expertise most people don't have. Clipsmash set out to give first-time editors a fast path from raw clips to something worth sharing.
Approach
Owned the experience vision from concept through launch, pairing brand strategy with interaction design and keeping the product honest to its "rookie-first" promise at every decision.
Establishing a UX discipline from scratch and delivering measurable business impact as VP of User Experience.
Context
First Niagara was a fast-growing regional bank with a highly-rated branch experience and a digital presence that hadn't kept pace. The online products were largely off-the-shelf, and there was no culture of studying user behavior or acting on it. With a major acquisition of HSBC branches bringing in customers with higher expectations, the gap became impossible to ignore.
Approach
Working with the CMO, we developed a Digital Improvement Plan to modernize the bank's entire digital portfolio, securing executive sponsorship and resource investment. Rather than tackle the portfolio sequentially, we ran parallel workstreams (Build, Manage and Market) united by a common UX practice and research process.
2.4% Where Online Account Opening started: the worst on the Andera platform
35% The ceiling after 20 months optimizing the white-label product
60%+ Quality starts converted at launch of the from-scratch rebuild
6 mo Sales website relaunch
A closer look — Online Account Opening: we tested and iterated the white-label product for 20 months, moving the rate up meaningfully, but it plateaued, and we were still losing more qualified starts than we converted. So we started over and built a custom, user-centered application from scratch. At launch, it converted more than 60% of quality starts.
Quality Start to Completion Ratio, Jan 2012 – Sep 2013: optimizing the white-label product, with design interventions marked in red. The from-scratch rebuild came after.
The redesigned account-opening flow: five clear steps, help at hand.
The launch ecosystem: every owned channel orchestrated for the mobile release.
Mobile banking: one-swipe balance and mobile check deposit.
Business online banking.
Campaign-to-conversion design: search, display and landing experience.
Practice buildingDigital visionConversion optimizationUX writing standards
Retail / GroceryWegmans · 2015–2017
Introducing UX practices to the Wegmans digital team
Bringing structure, rigor, and user-centricity to a beloved regional grocery brand navigating a major digital expansion: the website and app redesign, a deceptively complex custom cake-ordering system, the Instacart integration, point-of-sale, and pharmacy and restaurant microsites. The goal: shift the team from developer-driven decisions to data-informed ones.
Mobile app strategyUser storiesE-commerce UX
News / MediaCNN.com · 1995–2005
CNN.com — becoming a UX person
How a decade inside one of the internet's first great news sites led me to user experience, before "UX" was a job title. Running Special Reports with a team of 10 through September 11, Iraq, and Hurricane Katrina; partnering with Adaptive Path on CNN.com's first user personas; inventing real-time election results visualizations. CNN.com earned 50+ awards in that era, including the Peabody for Hurricane Katrina coverage, 2005.
Data visualizationEditorial UXTeam leadership
About
Great UX starts at the intersection of business need and user need
I'm a UX executive with more than 20 years of experience helping organizations understand their customers and build products people actually want to use. I've worked across industries that couldn't be more different: global logistics, financial services, retail grocery, broadcast news. What connects all of it is a commitment to putting the customer's voice at the center of every decision. I believe research without design action is wasted, and design without research is guessing.
"Not many people can conceptualize from a requirements document. Show them the working prototype — alignment follows."
That career arc has given me something rare: I know what it's like to introduce UX to an organization for the first time, to build a practice from scratch, to get executives to invest in research before they fully believed in it, and to deliver the results that earn the next conversation.
Through Rivet CX Group, I've spent the last several years as a Managing Director embedded in large enterprises, most notably leading UX across DHL's global web presence spanning more than 150 country editions. Now I'm looking for a senior leadership position where I can lead a team, shape product culture, and do meaningful work with a customer-first organization, whether that means building a practice from scratch or evolving an established design group toward enterprise-scale maturity.
At a glance
Superpower: Establishing UX practices rooted in data and research: results-focused and transparent about how decisions get made
Industries: Global logistics, financial services, retail grocery, broadcast news
