I have never fit cleanly into one lane.

Identity

I am a full-stack product designer who collapses the distance between idea, interface, build, and proof. I sit between design, product, and engineering decisions, and I am most useful when the brief is half-written and the path forward still has to be argued for. Teams call me in when the product has outgrown its shape, the next bet has more risk than answers, or a feature has to go from sketch to shipped without a relay race of handoffs.

I do not believe craft and strategy are different jobs. They are the same job, sequenced. I design it, prototype it, build it, test it, and put it in front of real users, because the work gets sharper when those steps stay connected.

Career arc

Twelve plus years, six companies, one pattern.

Microsoft (2012 to 2013). App Experience team. Cut global partner onboarding by over 60%. Learned how design lives inside a platform.

Samsung Electronics (2013 to 2015). Co-founded Samsung Ads as the founding design lead. The business unit cleared $20M in profit in its first year.

SalesforceIQ (2015 to 2017). Principal designer on Contact Gallery. The redesign lifted daily active users by 40% and duplicates merged by 34%. Early AI UX inside a CRM, before AI UX was a category.

Salesforce (2017 to 2020). Senior product designer on Salesforce Essentials. Shaped SMB packaging and onboarding inside the bigger org.

Convoy (2020). Principal designer on the SMB booking journey. Cut steps by 35% and lifted conversions by 18%. Piloted dual-track agile that raised design-to-development throughput by a quarter.

Sitetracker (2021 to 2023). Director of Product Design and Head of Design. Built the design practice from zero and made Jobs to Be Done the shared decision language across product, engineering, and design.

Axios HQ (2023 to 2025). Sr. Director of Product and Design. Re-architected the platform in three months and helped double AI usage across the product.

The shape of the work is consistent. The brief is unfinished. The structure under the work has to be built before any screen earns its place. I move between vision and execution without losing either.

What I'm building now

Three ventures in parallel, all making the same point: one builder can hold product strategy, interaction craft, and AI-assisted development in the same pair of hands without dropping any of the three.

• Nibbble.io. Multi-tenant restaurant loyalty SaaS. Live in production at app.nibbble.io since April 2026. Three role-specific portals (admin, staff, customer), Square POS ingestion, Stripe billing, and a customer council of four restaurants pressure-testing the work. When most of the code is written by AI, the component library is the design system decision, so I chose HeroUI v3 for its agent-native artifacts.
• Kintsu Portal. A deterministic, compliance-gated operations product for a physician-led medspa. I shipped 15 operational pages in 72 hours as the sole human author, with 544 tests passing at branch merge and a PHI gate that scans 158 database columns and has found zero leaks. The pricing engine covers 69 services across 3 tiers and 8 provider roles.
• Simple Cortex. AI consulting practice for Northern Virginia businesses and government. The bet is that an operating company can run as a team of agents you can govern: persona, instructions, execution, and tool surface kept independently reviewable. Three agents committed to repo, each defined by a four-file contract.

The sequence is the point. The product and the design get built by hand. The systems that scale and codify the work get built with AI. The handoff is in the repo, not in a deck.

How I work

The judgment is practical, not stylized. A few principles carry across everything I ship.

Output is reversible. Operating systems compound. A single screen or feature can be redone. The system underneath it (the component library, the JTBD frame, the readiness bar, the AI contract) is what pays off across releases. I build the system as I build the work, so the next change is cheaper than the last.

Jobs to Be Done is the organizing primitive. Roadmaps, research, and design briefs anchor to the job, not the feature list. It keeps product, engineering, and design starting from the same mental model of the customer.

The readiness bar holds whether a human or a model wrote the work. Critique is a standing practice, not a vibe. Problem context before pixels. Notes tie back to a user need or a business goal, not aesthetics. AI-assisted output is held to the same bar.

I have built and led design functions, so I bring leadership-grade judgment to the work. But the reason I still build is that strategy, craft, code, testing, and customer feedback get sharper when one person keeps them connected.

AI fluency

The proof is the current work, not the next essay. I treat AI as an operating model, not a novelty: the goal is to let work move faster while product decisions, brand rules, documentation, and review loops stay connected. Brand voice is enforced, not hoped for. Cost is made visible so it can be governed. Customer councils pressure-test decisions before they ship, and bets carry kill criteria with public postmortems when they fail the gate. In practice that runs across three production repos, each carrying its own AI contract, with AI threaded across research, design, development, and testing.

I am less interested in AI as theater and more interested in AI as product infrastructure. The visible features matter. The work that quietly removes friction matters more.

How I work with AI

Personal context

I am a faith-rooted operator. The same patience that lives in a critique room shows up in the community work.

I serve as VP of Design and Innovation for the Ahmadiyya Muslim Youth Association (AMYA), the youth arm of the Ahmadiyya Muslim Community in the United States. Across the years, our chapters have raised and donated over $100,000 toward hunger relief and helped feed over 700,000 hungry Americans through coordinated food drives and community kitchens. That work shapes how I build the day work too. Long horizons, small teams, real people downstream.

Currently open to

Lead, Staff, and Principal Product Design roles on AI-enabled, platform, SaaS, and systems-heavy products, where a builder who can take work from idea to shipped still matters. Advising and fractional work too, when the brief is specific and the stakes are real.

If that sounds like the shape of your problem, get in touch.