Digital Product Design

Howdy. I'm a hands-on design leader with two decades of experience.
Still shipping.

Howdy. I'm a hands-on design leader with two decades of experience.
I specialize in bringing value to market.

Startup Leadership

• Co-founded Campas, an all-in-one platform for kids' extracurricular program operators. Registrations, payments, marketing, CRM. I own product strategy, design, and go-to-market
• Founding designer on Fullscript Journeys. 0-to-1 health-tech product combining lab diagnostics, AI-powered interpretations, and practitioner oversight. Building both sides of the practitioner <> patient experience
• Employee #1 at Meta (née Sciencescape). Concept through Series A to acquisition by the Chan Zuckerberg Initiative. Product strategy, design, research, front-end code

Strategic Product Vision

• Led design at Kijiji, Canada's largest classifieds marketplace. Shaped a mobile-first flywheel: make high-volume buy/sell effortless, stay top of mind for high-value verticals like autos and real estate. Trust was the core problem. Rebuilt transaction flows and shipped dozens of tactical initiatives including a VIP redesign (+12% replies) and CTA changes (+40% subscription replies), along with net-new features like 'Quick Post with AI'.
• Prototyped and landed a North-Star vision at Jobber Portfolio-based architecture (Core+More) scaling from solopreneurs to franchises. Launched the Growth Tools suite: Jobber's first attach products for marketing, reviews, and re-engagement

Experimental & Growth Products

• UX Lead for the Shopify Garage team. Launched the Frenzy flash-sale app, the Arrive package-tracking app (now Shop App, used by tens of millions), and AR/VR immersive-commerce experiments, featured publicly by Apple's CEO. Led 5+ product teams in a player-coach model through 0-to-1. Some shipped, some stayed in stealth
• Founded and scaled Shopify's first Growth UX team, optimizing top-of-funnel merchant conversion

Enterprise & Consumer

• Ran the Instacart North design org across Enterprise, Consumer, Ads, and platform convergence (OneX). Built self-serve SMB tooling so smaller retailers could onboard without hand-holding
• Led the Instacart App Shop squads, with a focus on consumer activation. Shipped substantial new features like shoppable recipes and cross-retailer search
• First UX hire at Loblaw Digital. Built the design practice from zero. Launched Click and Collect across multiple retailer banners. Led service design for the PC Optimum loyalty merger: two legacy programs > one experience for 16M members
• UX Lead for the redesign of Canada's top rated direct investing platform TD WebBroker. 7M active users

Platform & Foundations

• Led design for Stripe's Dashboard, repositioning it from a payments admin tool to a platform for running a business. Led the design and launch of the net-new App Marketplace, Stripe's first third-party developer ecosystem
• Founded and scaled Instacart's Ads Tooling team. New revenue line built on self-serve ad products for brands selling through the marketplace

• Led design for Stripe's Dashboard, repositioning it from a payments admin tool to a platform for running a business. Led the design and launch of the net-new App Marketplace, Stripe's first third-party developer ecosystem
• Founded and scaled Instacart's Ads Tooling team. New revenue line built on self-serve ad products for brands selling through the marketplace

Truisms

'Don't tell me you're funny, make me laugh'.
The shortest path to truth is to try it.

Core tenet

Make it real

Document your assumptions, do your research, define your hypothesis, build it, let people use it, and then refine based on evidence.