I work at the intersection of strategy, research, and design to help teams turn complexity into clear, human-centered experiences that scale.
I don’t approach experience design as a linear sequence of touchpoints, but as a system. One that's living, dynamic, constantly interpreted, and reshaped by the people who deliver it.
Across physical and digital environments, service ecosystems, and behavioral systems, I've worked with organizations to shape customer experiences that feel intentional and whole human—and bring the many teams behind them into alignment so that experience holds together as it scales.
I’ve spent my career working across architecture, digital product, service design, and behavioral research to understand why some experiences feel intuitive and seamless, while others quietly break down in ways that are hard to see but easy to feel.
General Motors Financing & Leasing Service Design
DESIGNING THROUGH COMPETING INCENTIVES—NOT AROUND THEM
What drives us to customize our devices—and how does it shape our relationship and loyalty to them over time?
Shifted device personalization and customization from a front-loaded, one-time setup task to an ongoing, adaptive experience with global mixed-method user research, lifecycle-driven framework, behavioral principles, and future-state concepts that reduce decision fatigue, increase engagement over time, and make the device feel more intuitive and personal.
PRODUCT STRATEGY & ROADMAPPING • DOCUMENTARY-STYLE USER RESEARCH • QUANT STUDY • FUTURE-STATE CONCEPT DESIGN & TESTING • USER JOURNEY DESIGN • CROSS-FUNCTIONAL WORKSHOPS
Frito-Lay Tostitos Concept Design & Innovation Strategy
RETHINKING THE MOST “UNCHALLENGED” PRODUCT IN THE AISLE
How do you innovate on something as familiar—and rarely questioned—as a tortilla chip?
Shifted the brand from incremental product innovation to new spaces for growth with innovation territories, opportunity maps, and concept directions that expand where and how the product shows up—unlocking new occasions, meanings, and relevance in people’s lives.
INNOVATION STRATEGY • OPPORTUNITY MAPPING • CULTURAL INSIGHTS • CONCEPT DEVELOPMENT • FUTURE VISION
Selected Work
Cadillac LYRIQ EV Delivery Service Design
REDEFINING DELIVERY FOR AN EV FUTURE
What does it take for America’s most established OEM to launch its first EV in a system optimized for transaction and built to resist change?
Shifted the organization from prioritizing EV sales volume to enabling EV ownership success with a service blueprint, delivery principles and strategies, and a dealer-ready journey model that reduces breakdowns at delivery, builds customer confidence, and protects long-term brand trust during a critical transition.
SERVICE DESIGN BLUEPRINTING • DEALER & CUSTOMER EXPERIENCE DESIGN • SYSTEMS MAPPING • JOURNEY MAPPING • STAKEHOLDER WORKSHOP FACILITATION • SECRET SHOPPING • PROTOTYPING & TEST SIMULATIONS
Google Pixel Android
Opportunity Discovery in Personalization & Customization
DESIGNING DEVICES THAT DON’T JUST
SERVE YOU—THEY BECOME YOU
What drives us to customize our devices—and how does it shape our relationship and loyalty to them over time?
Shifted device personalization and customization from a front-loaded, one-time setup task to an ongoing, adaptive experience with global mixed-method user research, lifecycle-driven framework, behavioral principles, and future-state concepts that reduce decision fatigue, increase engagement over time, and make the device feel more intuitive and personal.
PRODUCT STRATEGY & ROADMAPPING • DOCUMENTARY-STYLE USER RESEARCH • QUANT STUDY • FUTURE-STATE CONCEPT DESIGN & TESTING • USER JOURNEY DESIGN • CROSS-FUNCTIONAL WORKSHOPS
Johns Hopkins
Hospice Care at Home
Experience Design
DESIGNING FOR PEOPLE AT THEIR MOST VULNERABLE MOMENTS
What drives us to customize our devices—and how does it shape our relationship and loyalty to them over time?
Shifted device personalization and customization from a front-loaded, one-time setup task to an ongoing, adaptive experience with global mixed-method user research, lifecycle-driven framework, behavioral principles, and future-state concepts that reduce decision fatigue, increase engagement over time, and make the device feel more intuitive and personal.
PRODUCT STRATEGY & ROADMAPPING • DOCUMENTARY-STYLE USER RESEARCH • QUANT STUDY • FUTURE-STATE CONCEPT DESIGN & TESTING • USER JOURNEY DESIGN • CROSS-FUNCTIONAL WORKSHOPS
How I Do, What I Do
Discovery Through Immersion
Most organizations think they understand their users. They usually don’t.
I start by looking at how things actually work in the real world, across people, behaviors, and systems. My research is hands-on and participatory. I design ways for people to contribute to the process, not just respond to it, through interviews, workshops, and in-context field activities.
The goal is to surface what people do, not just what they say, and to bring together perspectives that rarely sit in the same room. From frontline users to senior leaders, this work creates a shared understanding of what is really happening and where change is needed.
Synthesis & Storytelling
Data is easy to collect. Alignment is not.
I take fragmented inputs such as research, behaviors, and constraints, and turn them into something teams can act on. This might be a clear narrative, a set of principles, or a model that helps people see the system differently.
The goal is not just to explain what is happening, but to make it impossible to ignore. Good synthesis creates clarity, aligns teams, and gives people a way to move forward with confidence.
Experience Design Roadmap
Most experiences break between intention and delivery.
I design experiences as systems, not just moments. My work connects strategy to execution by mapping how an experience unfolds over time, across channels, and through different actors.
I focus on where things fall apart, where they matter most, and what it takes to make them hold up in the real world. The output is not just a vision, but a roadmap that teams can actually build and deliver against.
Cross-Disciplinary Connector
The hardest experiences to solve don’t usually belong to one team.
They sit in the gaps between product, operations, design, and business. That is where I tend to work.
I help teams align around a shared direction, especially when priorities conflict or the path forward is unclear. I bring structure when things are ambiguous, and momentum when progress stalls. My role is to connect the dots, translate across disciplines, and make sure ideas carry through from intent to execution without getting lost along the way.
My Story
A first-generation daughter of immigrants, drawn to the stories people carry and what they reveal over time.
Growing up across cultures taught me to notice what isn’t immediately visible: how people find their footing in new environments, how they creative problem-solve through pure neccessity, and how they build a sense of community and belonging. That perspective continues to shape how I see the work.
My path started in architecture and evolved into service design and experience strategy. I’ve spent nearly a decade in client-facing roles, most recently as an Experience Strategy Manager at Deloitte Digital's Applied Design and Innovation team (legacy Doblin), leading design and research programs across healthcare, financial services, consumer goods, and technology.
I’m most interested in how experiences actually play out—what people say, what they do, and what gets lost in translation. That curiosity shows up in how I step into new contexts, make sense of complex systems, and help teams move from vision to something people can actually experience.
At the end of the day, I care about designing experiences that lift people up—helping them feel seen, supported, and more confident navigating the world around them. The work I’m drawn to doesn’t just function well, it makes a meaningful difference in how people move through their everyday lives.
Who I’ve Worked With
I’ve built my career partnering with organizations across industries
to navigate complex challenges and build better experiences.