With 10+ years in human-centered design, I’ve led work across product design, rebranding, lead generation, and customer-focused experiences, while leveraging AI to improve design quality, streamline creative processes, and automate workflows. My background spans B2B, legal, real estate, and architecture, including leading the QuickBooks integration for VIIZR, powered by Ford Pro.
Transforming Obu Interactive into Obu through brand strategy, digital experience, and a scalable visual system designed to strengthen lead generation and create consistency across the website, social media, marketing campaigns, and branded collateral.
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While at VIIZR, I spearheaded the end-to-end QuickBooks integration journey, from comprehensive research studies to orchestrating the entire design process, all while collaborating closely with the engineering team to bring efficiency to small businesses.
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At VIIZR, I took a holistic approach, overseeing the research phase, collaborating with the engineering team, and handing off design files to enhance the mobile user experience, expanding the app's capabilities to view multiple days ahead.
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At VIIZR, I led numerous projects, including website development and marketing campaigns in both English and Spanish. I also played a key role in rebranding VIIZR to enhance our digital presence and market positioning.
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Here I led multiple projects, 7 websites, and more than 100+ landing pages for marketing campaigns. As part of my role, I revamped Obu’s branding, introducing a new and fresh look and feel to improve their digital presence.
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While working at Obu Interactive, I lead multiple projects including this one, with the approach to not only increase their lead generation but also revamp their brand. I worked closely with developers and content writers to develop a better digital presence and user experience.
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It was here that I got a chance to lead multiple projects and that I learned the ins and outs of what it takes to create e-commerce businesses learning skills such as user behavior analysis and A/B testing.
Case study coming soon.
Throughout the last 10+ years, I’ve designed across industries including real estate, legal, marketing, and architecture, launching more than 100 user-focused marketing campaigns. My experience spans mobile and web apps, marketing sites, design systems, user research, and one of my favorites: A/B testing.
Currently, I’m a UX Director at Obu Interactive, where I lead UX strategy and design across client experiences. I’m actively integrating AI into our design practice, using it to accelerate creative exploration, automate repetitive workflows, support content and visual production, and help our team move from ideas to execution more efficiently.
My role also extends into large-scale website migrations from WordPress to Webflow, including sites with 1,000+ pages. I work across redesign, CMS architecture, data migration and cleanup, QA, and launch, combining design thinking with hands-on technical execution.
Previously, I designed for Ford Pro’s VIIZR, a business management platform built to help small businesses streamline their operations. I helped shape the VIIZR brand and marketing website while contributing to its desktop and mobile product experiences, including leading the design of its QuickBooks integration.
Earlier in my career, I used data-driven design strategies to scale e-commerce and B2B experiences, combining experimentation, user needs, and business goals to drive growth.