About Me

I’m a design strategist and service designer - I build brands, products, and services using design methodologies and systems thinking to make strategic business decisions. I’m also a loud phone talker, chaotic type-A, and deck enthusiast. With a background in brand strategy and innovation, I specialize in creating thoughtful experiences that drive business value and make sense for the people involved.

Throughout my career, I’ve consulted on projects to understand customer behaviors, modernize and transform platforms, and strategically plan for the future across countless sectors (financial services, healthcare, mobility and retail, consumer technology, non-profit and government come to mind). My approach combines understanding the mindset of users with strategic planning to deliver solutions that make sense for the business, the tools and technology used to build it, and the customers.

My favorite part of my work is untangling a messy system, process, or organization and re-configuring it in an elegant and intuitive way. I adapt tools and methods such as ethnographic research, co-creative workshops, blueprinting, and mapping of all sorts (journey, ecosystem, stakeholders), but I work best when tailoring methodologies to the problem at hand. As a self-taught designer, I believe in using rigor to get to the best results and not just to follow a framework.

I get really excited about building things that make sense. In my work, I strive to make strategic decisions driven by justice for people, integrity, and respect for craft. I value in amplifying the needs and voices of the underserved and the consideration for the impact of innovation on our society.

Outside of work, you’ll find me consuming the latest in consumer packaged goods (especially in the snack and beauty categories), plotting a new craft or DIY project, hanging out with my bichon Grape or my little black cat Cowboy. I’m currently based in DC, but if you pick up on Canadian accent (and spellings) it’s because I’ve spent most of my life in Calgary, Montreal, and Toronto.

I hold citizenship in both Canada and the United States and am eligible to work in both countries without visa sponsorship.