About Me

UX Leader and ADPList Mentor - UX Design / UX Research / Visual Design

Experienced UX leader who is passionate about building strong teams and driving strategy, with a track record of directing innovative solutions that resolve user problems. I support and position people for success through coaching and mentoring. I bring thought leadership and vision to the business to establish design as a strategic partner.

UX Manager
Ferguson Enterprises

Apr 2017 – Present

Leading a team of 13 UX Practitioners whose mission is to deliver best-in-class experiences for our B2B pro customers in a cross-functional environment.

  • Boosted KPIs with a strategic, user-centered direction for UX solutions. That includes:
    • 1.8K downloads of the Ferguson App from a targeted ad campaign that generated close to $3M in sales during its soft launch,
    • 14% decrease in time at checkout that resulted in a 4% increase in conversion with single page checkout and,
    • $1.7M in additional revenue from 11,503 items added to cart as a result of delivering “Shop By Job” category pages.
  • Ensured user goals and needs were met by collaborating with Product leadership, Engineering, Merchandising, and Operations to define Objectives and Key Results for the fiscal year.
  • Fostered a user-centered culture that leverages data and customer feedback to build confidence in the solutions they deliver, testing with users frequently.
  • Drove efficiency in a scaling UX organization by operationalizing our design processes, leading to the establishment of Design Ops.
  • Championed our design system to keep our design components scalable and reusable and our solutions accessible.
  • Matured and grew the UX Team through recruitment and mentorship, creating a vision for the UX Team and building career paths.

Associate Director
Market America

November 2013 – April 2017
  • Led 13 multidisciplinary designers that influenced the customer experience for 40 global e-commerce brands.
  • Oversaw the launch and directed the design of 5 e-commerce sites for strategic brands.
  • Consistently met business timelines while exceeding expectations on key strategic initiatives:
    • Introduction of Shop Local, a cashback rewards program tied to offline spending
    • Holiday Central global campaign on Shop.com
    • Online Party customer acquisition platform for Motives.com and TLSSlim.com
    • Cashback dashboard with more transparency for the customer about their cashback rewards
  • Coached and mentored three members of the design team to take on leadership roles in art direction, project management, and UX strategy.
  • Provided hands-on training and coaching to expand the skills of junior designers in web development and UI/UX using structured lessons, guided projects, and educational resources.
  • Collaborated with engineering to re-design the automatic ordering feature for seven customer-facing B2B and B2C sites. The result was a simple, consistent, and scalable user experience that exceeded stakeholder expectations.
  • Collaborated with engineering to deliver time-saving solutions for the application of badges to product images through the use of layered graphics that are able to be applied through URL parameters.
  • Significantly reduced errors and rework by partnering with Marketing and IT to organize transactional emails for all e-commerce sites. This was accomplished by reducing one-offs, using tokens for branded messaging, and organizing templates by country and language.

UX Designer
American Casino and Entertainment Properties

July 2010 – October 2013
  • Introduced UX Design, using wireframes and user flows, to shape the final solution. Delivered final comps to a 3rd party vendor to build the mobile experiences for four casino properties. The result was an increase in mobile booking conversions from 20% to 50%, exceeding business goals.
  • Collaborated with the creative and marketing teams on the implementation of the ace | PLAY players club rebrand. Used stakeholder feedback, customer observation, and focus groups to inform the design decisions for the omnichannel experience.

Graphic, Web and UI Designer
Structure Studios

April 2007 – March 2010
  • Designed User Interface elements for two software programs. This included complete GUI mock-ups, buttons, and other art and interface assets for new software programs and revisions of existing programs.
  • Created a new online help system that delivered a more user-friendly self-help solution for customers. This included reorganizing content based on customer needs.
  • Coordinated with the project manager, programming team, and art team on art and design deliverables.