I’ve been building for the web since I was 16, starting with self-taught HTML, CSS, and Flash, making sites before I knew what the job was actually called.
That early start led to 12+ years of professional product design. Somewhere along the way I figured out what actually holds my interest: why something should exist, whether it’s working, and how to make it better.
Today I’m a Senior Product Designer at Pillar4 Media, a media and commerce company. I lead the design function across 10+ brands at a time within a 20+ brand portfolio, and I lead design on the experimentation program that’s generated $25M+ in measurable revenue over three years. I manage a small product design team, own the craft bar, and stay hands-on in Figma every day. Before Pillar4, I spent five years at BowFlex, where I established the company’s first Web UX practice and led design across six brands: BowFlex, JRNY, Schwinn Fitness, Nautilus, Octane Fitness, and Modern Movement.
Every decision starts with what’s best for the user, then what’s best for the business. Most of the time those point the same way. When they don’t, I start from the user problem and find the version that also moves the numbers. A test built on real friction is the one that still holds up months after launch.
AI is part of how I design now. I design with it and I ship with it. I use Claude, Claude Code, and Figma MCP across the full lifecycle: research, concept exploration, UX flows, design generation, prototype code, and design tokens. I also use image models for visual direction and keep our design heuristics inside the workflow so the team’s craft stays consistent. The mechanical parts move faster, so I spend more time on hypothesis development and reading post-test data. I’ve been pushing the same workflow into product and engineering, because the gains compound when the whole team moves at the new pace.
This is the thing I push hardest on with my team and with myself. Changing a color? Why. Moving a CTA? Why. If you walk into any design review knowing your reasoning, you’ll almost never get pushback, and you’ll make better decisions because you actually understand what you’re doing. Design without a reason is decoration.
This one surprises people, but I think of engineers as our primary clients. They work directly off our output. If we make their job easier with clean handoffs and clear specs, the whole organization moves faster. I’ve seen that translate directly into shorter iteration cycles and better results.
I sit inside mouse tracking tools and watch how users interact with pages at the flow level, not component by component. I lean on behavioral data and competitor evaluations to decide what to test, work closely with analysts on the quantitative side, and build the dashboards the team reads experiment performance from. Over 400+ structured A/B tests and 100+ wins, the losses have probably taught me more than the wins.
Senior Product Design
Lead the design function across 10+ brands at a time within a 20+ brand portfolio, and manage a product design team of two product designers and a visual designer. Design lead on the experimentation program that’s generated $25M+ in measurable revenue over three years. I also build the dashboards the team reads experiment performance from.
UX/UI Designer
Established BowFlex’s first Web UX practice and led design across 6 brands: BowFlex, JRNY, Schwinn Fitness, Nautilus, Octane Fitness, and Modern Movement. Built the JRNY web platform from the ground up, from subscription onboarding to account flows, growing it to 500K+ members and 156K+ paid subscribers over five years. Ran usability sessions and competitor evaluations that fed directly into the purchase and onboarding flows.
Web/Visual Designer
Agency work across brand identity, digital campaigns, and social content. This is where I learned to work fast across a wide range of clients and deliverables, and where I realized I wanted to go deeper on product.
Central Oregon is where I call home. I live with my wife and a 16-year-old Jack Russell.
I like to think of myself as an outdoorsy homebody, which somehow makes perfect sense in the high desert of Oregon where we get more than 300 days of sun a year.
Outside of work you’ll typically find me perfecting the house with ongoing projects, hiking with my wife while carrying our pup in a backpack (we can’t leave him behind), or riding my motorcycle.
If I’m not doing that, I’m building my next idea to make my life easier. The two most recent are a fully functioning fitness coach app and an Italian language study app. Because who doesn’t want to retire in Italy?
