Strategic Product Design Leader

I build teams,
not just screens.

Enterprise UI/UX design leader with 20+ years of experience translating complex product challenges into measurable business outcomes.

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Featured work

A preview of case studies — business context, leadership, outcomes, and organizational impact.

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Everon Platform Launch

Led UX strategy and research for eSuite, a complete reimagining of Everon's (formerly ADT Commercial) enterprise security platform—uncovering critical usability gaps mid-project and driving iterative improvements before general release.

1 UX Lead; 3 UXD; 1 PM; 1 EM
Timeline: 12 months
Impact: Critical gaps found & addressed in beta

E-commerce Configurator Quiz

Designed a lifestyle-based quiz to help home security shoppers configure the right system for their needs, removing cognitive load and improving confidence at the point of purchase.

1 UX Lead; 1 UXR; 1 UXD; 1 EM; 1 Content
Timeline: Multiple usability testing rounds
Impact: Removed purchase decision barrier

ADT E-commerce PDP Optimization

Led strategic redesign of ADT's product detail pages, driving a 400% year-over-year increase in e-commerce sales by surfacing the right product information at the right moment in the purchase decision.

1 UX Lead; 1 UXR; 1 UXD; 1 PM
Timeline: Multiple sprints, Spring 2022
Impact: 400% YoY e-commerce sales increase

Navigation & Wayfinding Design Sprint

Facilitated a fully remote 5-day design sprint to redesign ADT.com navigation, producing A/B test winners that drove a 7.8% lift in sessions-to-leads conversion at 99% statistical significance.

1 UX Lead; 1 UXR; 5 UXD; 1 PM; 1 Content
Timeline: 5-day sprint + follow-up execution
Impact: +7.8% sessions-to-leads at 99% stat sig

Kawaiization Design Strategy

Applied psychological research on visual design and emotional response to redesign ADT's web design system, producing a 30% lift in sessions-to-opportunities conversion on the Smart Home page.

1 UX Lead; 1 UXR; 1 UXD
Timeline: A/B testing across high-volume pages
Impact: 30% sessions-to-opportunities lift

Corporate Design Principles

Spearheaded a cross-departmental initiative to create ADT's first-ever shared design principles—giving five separate creative teams a common language, shared standards, and a unified creative culture.

1 UX Lead; 16 UX/UI
Timeline: Cross-departmental, multiple workshops
Impact: First shared design principles at ADT