ABOUT ME
I’m a Product Designer and Optimization Specialist who’s spent the last decade helping brands turn user data into designs people enjoy using. I know because I asked users and that’s what they told me. I have it in writing.
I went to LSU to study pre-med but they said I was too smart to be a doctor so I got my degree in creative writing. Everyone was thrilled I wasn’t gonna be a doctor. After college, I worked in between freelance design projects until I landed in UX. These days, I use my skills to help build functional systems shaped by real user feedback, data, and creativity.
The best part of my job is finding that balance where the data provides a clear path to improvement, but leaves just enough uncertainty for the designer’s personality to make the solution engaging, human, and delightful.
When I’m off the clock, you’ll usually find me learning new research and design tools, writing creatively, lifting weights, watching movies, gaming, or just hanging out with friends and family.
MY PROCESS
Look at what’s happening
Start with goals, data, and how people actually use the thing. Patterns show up eventually.
Talk to people
User feedback and emotional journey mapping reveal what analytics can’t. Most problems aren’t mysterious once you hear how someone describes them.
Make improvements
Design changes are made to solve real issues, not to impress other designers. Occasionally I remove something and everything gets better, which feels rude but works.
Test them
Run the new version against the old one. See what happens.
Keep going
Good products stay good because someone keeps paying attention.
Sr. Director of Optimization
Mobile 1st, 2022 – Current
Drove Revenue Growth: Personally sourced and closed 20% of all client acquisitions (2022–2024), generating 33% of total company revenue through hands-on account management, data-driven insights, and strategic design solutions.
Optimized Data Utilization: Improved how GA4 data, BI tools, and user research were integrated into experimentation workflows, increasing the volume of research-backed tests and contributing to higher overall test success rates.
Built Scalable UX Framework: Designed modular design systems, brand-aligned UI libraries, and collaborative workflows that cut design turnaround time by 40% and enabled seamless onboarding of high-value clients—including multiple with market caps over $1B.
Boosted A/B Test Success: Developed a structured experimentation program with repeatable research synthesis, hypothesis templates, and QA protocols. This increased the percentage of statistically significant tests by 26% and drove up to 40% growth in revenue per visitor within the first year.
Led Cross-Functional Teams & Partnerships: Recruited and managed in-house talent, external vendors, and client-side teams to ensure seamless project execution. Built strong partner relationships and fostered collaboration using tools like Optimizely, Asana, Slack, and shared documentation systems.
Web Experimentation Growth Strategist
Mobile 1st, 2020 – 2022
UX Design Lead
Conversion Fanatics, 2019-2020
UX Designer
Conversion Fanatics, 2018-2019
↗ Resume
Accelerated Experimentation Velocity: Designed and implemented high-impact A/B and multivariate tests across key user flows, increasing client experimentation win rates by 91% while maintaining statistical rigor.
Improved CRO Processes: Built scalable experimentation frameworks—including test prioritization models and QA protocols—that streamlined deployment and reduced iteration cycles by 40%.
Maximized Revenue per Visitor: Partnered with analytics, design, and product teams to uncover friction points and deploy conversion-focused UX changes that drove 20–35% lifts in RPV on average
Client Enablement & Strategy: Advised Fortune 500 and mid-market clients on test strategies, hypothesis generation, and results interpretation, fostering a culture of data-backed decision making.
Toolchain Optimization: Used Optimizely, VWO, GA4, and custom dashboards to surface insights and identify high-ROI testing opportunities across marketing funnels.
Increased Efficiency & Capacity: Streamlined internal workflows and reduced time spent in meetings by implementing scalable documentation and project systems, allowing the team to manage 23% more client work without increasing headcount.
Enhanced CRO Practices: Led CRO campaigns for over 50 clients by applying funnel analysis, web analytics, and segmentation strategies to uncover high-impact opportunities, contributing to consistent, double-digit revenue growth across most engagements.
Prioritized High-Impact Systems: Implemented repeatable design and testing systems that reduced decision fatigue and overthinking. This allowed the team to focus on high-impact tasks and deliver faster, more confident design iterations.
Improved Test Success Rates: Standardized best practices in GTM and Universal Analytics to improve tracking accuracy and experiment design, resulting in more reliable test data, higher win rates, and stronger revenue-driving outcomes.
Strengthened User Research: Integrated user research methods such as heatmaps, session recordings, surveys, and moderated usability testing into the experimentation workflow, uncovering valuable insights that informed test strategy and improved long-term client retention.
UX Audits & Heuristic Analysis: Conducted heuristic evaluations and user flow audits across eCommerce and SaaS websites to identify UX friction, contributing directly to data-driven design recommendations and A/B test hypotheses.
High-Converting Design Execution: Created wireframes, prototypes, and test variations for landing pages, PDPs, and checkout flows, all optimized for speed, clarity, and mobile performance.
Data-Informed Design Strategy: Collaborated with analysts and strategists to translate heatmaps, session recordings, and funnel data into clear, testable design improvements aligned with user intent.
Design System & Tooling: Developed branded UI assets and modular components in Sketch and InVision to streamline handoff and maintain consistency across testing cycles.
CRO Support & Testing Impact: Designed and refined over 40 test variations that prioritized usability and ADA compliance, helping increase win rates across multiple verticals.
WORK HISTORY