Hello,
I’m a hands-on product designer and leader with 20+ years of experience in human-centered design. I thrive in cross-disciplinary teams working together to create products that grow revenue and meet user needs.
— Recent Product Design
These examples show my process of lowering risk, finding market opportunities, and creating clear value through intuitive, user-driven solutions.
Zwift Growth Team Discovery
Support requests about onboarding down 24% answering questions upfront, reduced the need for help, and more users were able to onboard independently.
The Zwift onboarding discovery project was a comprehensive exploration of the user journey, aimed at identifying key friction points preventing new users from completing setup and engaging with their first ride. This research informed the strategic direction for Zwift 2022 goals and roadmap.
3 Initiatives resulted from this work, see the some the case studies: game home screen redesign and web re-architecture
WIN Reality App Relaunch: SwingConnect
Increased mobile conversion rates by +40% by refining onboarding and feature discovery flows.
The SwingConnect app was redesigned to coach youth baseball players and their parents with AI-powered swing analysis and personalized insights. The update simplifies complex biomechanics, fostering confidence and skill improvement while creating a foundation for long-term user engagement.
USA Softball App and Web Registration
+60% reduction in registration time, testing showed the updated registration process reduced the time to register, improving adoption rates and reducing frustration.
I led the redesign of USA Softball’s digital platform to streamline registration, improve revenue collection, and enhance player engagement. The project centralized operations, introduced tools for roster management and compliance, and strengthened brand connection, positioning USA Softball for growth and a modern, digital-first future.
— Consulting
Cirqular Website
Cirqular is a young startup taking on infrastructure-building for a circular economy. It has a complex business model based on 3 business units that provide tools for communities and organizations.
Cuppa App
Cuppa is a startup in the funding stage, meant to support the burgeoning local coffee culture by supplying a marketing and distribution channel for local shops.
— Physical Product Design
Nike Trail Running Vest
Made for pinnacle trail and long distance runners. Kiger Hydration Vest has now been worn by numerous top ranked runners in every major race around the world, UTMB, Great Western 100, Trail du Mont Blanc, and many others.
Bags + Packs
Working for a range of brands, designed, developed concepts and assortments for a diverse range of users. Identifying their needs, relevant trends, product requirements.
Griffin Survivor
As Design Director established a user-centered design process to re-imagine the Incipio and Griffin brands. Developed design strategy with updated brand identity and trend research, to streamline decision making and ensure quality.
Nike Training Equipment
Responsible for the full range training accessories and equipment responding to the needs of every athlete from those new to training to the workout warrior. Owning the Nike Hydration collection, training gloves, recovery equipment, yoga, crossfit and more.
— Featured Projects
Muscle Stabilizing Sleeves
Though many athletes wear sleeves as a look, our challenge was to innovate this simple style to solve for the incremental fatigue from vibration during long term intensive play. Circular knit allowed for an actually seamless sleeve with a customized fit. Through testing we isolated a yarn blend and knit type that allowed for breathability while achieving optimal stabilization. Prototypes were validated by Serena and she premiered them at the 2016 US Open in New York, shown here.
Nike Pro Hijab
Designed and Developed in collaboration with Nike's women training team. Amna Al Haddad a female weightlifter from the United Arab Emirates talked about her hijab, the heavy material could shift during action and it lacked breathability disrupting her focus. She had only one competition worthy hijab, so she also had to hand wash it every night during competitions. We made initial prototypes, which were seeded to athletes. Through rounds of wear testing, the final design is constructed from an opaque, breathable single-layer of moisture wicking material.