My story
About
I'm a Senior Product Designer who gravitates toward the hard problems — the ones where the real design challenge isn't visual, it's structural.
I work across systems thinking, interaction design, and UI architecture — on B2B platforms, consumer-facing mobile products, loyalty and communications systems, and design systems built to outlast the project that created them. Outside client work, I mentor 50+ designers through ADPList across career transitions, design systems, and AI-augmented workflows.
Most recently at Channel Program and BetterTracker, I built multi-tenant B2B platforms — designing operational workflows and leading the design system direction that became Arden. Before that: a B2C health subscription feature for Alelo's 10M-user app, multi-channel campaign design embedded at Livelo (emails, banners, and physical materials across print, in-store, and event surfaces), and 3 years as the sole designer and front-end developer for a 3-product SaaS stack at Cobway.
AI & Workflow Design
I use AI as infrastructure for thinking, exploration, and documentation — not as decoration. It supports UX writing, interaction modeling, and design system governance while human judgment stays central to decisions.
My design process evolved from Figma-first exploration into direct iteration within Cursor IDE, staying aligned with production-level MUI components, patterns, and constraints. Engineering teams worked the same way — it changed what collaboration actually means.
AI accelerates iteration. Craft, taste, and responsibility stay human.
Beyond Work
I'm curious about how people think, decide, and make meaning.
I read psychology and philosophy, and I'm a long-time RPG player with a deep fondness for Baldur's Gate and Dragon Age — games where narrative structure, consequence systems, and world-building are the design. I find the same patterns in both: how you scaffold complexity so it feels inevitable, not overwhelming.
I'm also a mom and a cat lover.
Skills & Expertise
Design & Systems
Strongest in complex interaction models, scalable token architecture, and design systems that engineering teams actually adopt.
- UX Architecture & Interaction Design
- High-Fidelity UI for data-heavy interfaces
- Design Systems & Token Architecture
- Component Libraries & Governance
- Multi-tenant SaaS patterns
- Design Ops & Handoff
- Accessibility
Research, Strategy & AI
I bring research fluency and product thinking to every engagement — and use AI not as a shortcut, but as infrastructure for higher-quality output.
- User Research & Usability Testing
- Workflow Analysis & Product Metrics
- Stakeholder interviews & OKR alignment
- Product Strategy & Roadmap contribution
- AI-assisted workflows & LLM tooling
- Mentorship (50+ designers via ADPList)
Tools
Expert
Familiar
Career Timeline
- 2023–2026
Senior Product Designer · Channel Program / BetterTracker
Led UX architecture across contracts, finance, customer management, and integrations for a multi-tenant SaaS serving ~40,000 MSPs & SMBs. Standardized Arden Design System tokens and patterns, reducing UI inconsistencies by ~80%. Introduced AI-assisted workflows that cut design-to-development handoff time by ~50%.
- 2021–2023
Senior Product Designer · Dell Technologies
Designed for DSA (Dell Sales App), an internal platform used by global sales teams. Led UX for Composite Configs — a collaborative feature for building custom hardware/software bundles with enterprise clients. Drove 40% increase in in-app quote usage through intentional friction design: repositioned the in-app send as recommended and added friction to the external export path. Applied the newly launched Dell Design System across owned flows.
- 2021
Senior UI/UX Designer · AvantStay
Contributed design across marketing and product surfaces for a luxury short-term rental platform — landing pages, campaign assets, responsive website, and customer-facing app. Ran brand perception and usability research sessions; designed mockups for a proposed in-property TV app experience.
- 2019–2021
UI/UX Designer · Alelo Brasil
Worked across product design and design systems. Led the 0→1 design of ViV Alelo — a B2C health subscription feature inside Meu Alelo (10M+ users) — from plans and checkout through LGPD compliance, dependent management, and per-provider emails. Created the company's first Figma component library and rolled it out across 70–80% of the application portfolio, improving cross-product UI consistency by ~80%. Drove stakeholder alignment and governance for the design system. Also conducted in-person observational research embedded with customer service attendants in their physical work environment.
- 2017–2019
Web Designer · Dextra Digital
Embedded at Livelo (client allocation) as sole campaign designer — emails, banners, landing pages, social media assets, and multi-channel physical materials including in-store, elevator, mall, and event collateral. Automated modular email templates (~80% time reduction, ~5% conversion lift on recurring campaigns).
- 2012–2016
Web & Visual Designer · Trespix, Cobway, STICORP, Mstech
Sole designer and front-end developer at Cobway across a 3-product SaaS stack (insurance quoting, BPM canvas app, and platform management layer) — writing production Sass, Bootstrap, PHP, and MySQL inside the dev environment. Full brand, website, print, and event design at Trespix and STICORP, including an inbound marketing strategy at STICORP that replaced cold-call outbound with a qualified organic lead pipeline.
Want to see the work?
Six cases covering B2B platforms, consumer mobile, design systems, and communications infrastructure.