Work History & Resume
For over 20 years, I’ve led design at the systems level — building products, scaling teams, and connecting UX strategy to real business outcomes across enterprise software, financial services, and AI-powered platforms. This is my work history.
My Career Story
My journey into UX started not with pixels or wireframes, but with people. As a Sociology major at UC Berkeley, I was fascinated by how individuals interact with the world. Combined with my lifelong work in creative and digital spaces, these passions naturally led me to user experience design. Here’s a glimpse into my career path.
The Early Days
Wells Fargo
I spent nearly a decade at BofA in roles of increasing scope, eventually leading UX across mobile, web, and desktop platforms as Design Director. The work that defined this period was the Bank by Appointment redesign — a complex, high-stakes project that required coordinating across engineering, operations, and executive leadership under a tight timeline. It was where I learned that the real design challenge is almost never the interface. My time at Salesforce was where the work scaled — in scope, complexity, and organizational impact. As UX Director and later UX Principal, I led design for the AI-powered marketing suite, grew a team from 2 to 13, shipped 17 AI applications, and drove personalization systems that now underpin Data Cloud, one of Salesforce’s largest businesses. I also helped establish the Ethics by Design program — embedding responsible design guardrails into the product process from inception, not as an afterthought. The throughline across all of it: helping large organizations move with more clarity, more intentionality, and better outcomes for the people using their products. Now: Building Since 2022, I’ve been working independently — designing and building AI-powered products from the ground up using modern tooling: Cursor, Vercel, Supabase, v0.dev, and AI-assisted development workflows. PatchPilot is an AI-assisted home maintenance and project coordination platform — focused on helping homeowners manage complexity with clarity and confidence. Autolitics is an editorial and analysis platform exploring automotive design, UX, and product strategy at the intersection of technology and transportation. TaskHarbor is an early-stage workflow system built around structured task orchestration, progressive action clustering, and real-world execution. This work isn’t a departure from my career. It’s the natural extension of it — what happens when a senior UX leader stops waiting for the right product team and builds the systems themselves.
Growth & Leadership
Salesforce
Resume
Professional Summary
Senior UX leader and AI product builder with 20+ years of experience across enterprise software, financial services, and emerging technology platforms. Deep expertise in UX strategy, systems design, cross-functional leadership, and the practical integration of AI into product workflows. Track record of scaling design teams, founding organizational programs, and connecting UX vision to measurable business outcomes. Currently building AI-powered consumer products as a founder and independent operator.
Areas of expertise
Strategic UX Leadership, AI & LLM Integration, Design Systems Development, Ethical Design Implementation, Cross-functional Collaboration, Data-Driven & User-Centered Design, Vision & Strategy Development, Agile & Iterative Design, Product Conception, Launch, & Iteration, Advanced Prototyping, User Research & Usability Testing, High-Performance Team Building.
Professional Experience
Autolitics Studio
Founder & Principal |
2022—Present |
Autolitics is a car-buying advisory platform I designed, built, and launched — a commercial SaaS product with two revenue tiers and a full-stack architecture running in production.
The platform serves buyers navigating a four-stage decision journey (Discover → Evaluate → Compare → Close) through two products: a self-serve Strategic Car Buyer Guide ($149) and a 1:1 concierge Advisory engagement. Both sit inside an authenticated customer dashboard that I designed and built alongside a public marketing funnel, an admin engagement builder, and a vehicle catalog data system — all in a single, deployed application.
On the product side, I defined the full UX — information architecture, dashboard flows, paywall model, tool interactions, and a design system with a custom brand palette, editorial typography stack, and component conventions enforced across all surfaces.
On the engineering side, I built the platform on React 18, Vite, React Router, Tailwind, and GSAP for animation — backed by Supabase (Postgres, RLS, Edge Functions), Stripe webhooks for purchase state, and Resend for transactional email. Deployed to Vercel.
The data layer is where the system gets technically serious: a structured vehicle catalog (models, configurations, safety specs, reliability signals, expert ratings, dimension specs) populated through a multi-agent ingestion pipeline — with custom ingest scripts, normalization logic, validation tooling, and SQL migration conventions I wrote and maintain.
The tool suite includes a Vehicle Decision Engine, Buying Framework, Scorecard, Comparison Matrix, Dealer Offer Comparison template, and an OTD (out-the-door) Calculator — each designed around real decision points in the car-buying process, not generic productivity patterns.
Autolitics isn’t a prototype or a concept. It’s a working product with real data infrastructure, real revenue mechanics, and real design discipline throughout.
Salesforce
UX Principal |
Jan 2021 – Jun 2023 |
- Spearheaded the development of a next-generation AI / LLM-powered workflow design vision, enhancing product usability and efficiency, increase in successful workflow adoption, applying comprehensive customer and competitive research.
- Initiated and led Salesforce’s Ethics by Design Program, embedding critical customer and consumer guardrails into the product design process from inception, resulting in a 80% uplift in ethical compliance across product lines, by facilitating staff and customer workshops.
- Directed the creation of a long-term product roadmap for cross-cloud Personalization products, setting strategic customer and consumer priorities that led to the launch of Data Cloud, Salesforce’s largest new cloud, increasing customer value and driving user engagement by establishing foundational guidelines for Salesforce/Slack product synergy.
UX Director |
Nov 2017 – Jan 2021 |
- Spearheaded the strategic design and launch of Salesforce’s AI-powered marketing suite, achieving a landmark expansion to 15 AI apps and elevating daily forecasts to 20 billion+, thereby enhancing engagement for over 5000 Marketing Cloud customers.
- Amplified team capability by expanding the UX design and management team from 2 to 13, fostering a culture of innovation and collaboration that directly contributed to the successful launch of Salesforce’s Data Cloud.
- Championed the integration of cutting-edge UX patterns, design systems, and best practices across Salesforce’s product suite, significantly improving product usability and customer satisfaction through diligent research and customer validation efforts.
Principal Designer |
Aug 2015 – Nov 2017 |
- Collaborated with product, engineering, and marketing teams to develop data-intensive tools and applications, including pioneering AI tools and data visualization frameworks, which catalyzed the launch of Salesforce’s first successful AI applications, driving accelerated team growth and expansion of the AI Marketing tools suite.
- Executed a rigorous research and design process in partnership with research teams, facilitating the successful launch of innovative AI applications for Salesforce, resulting in significant investment in team expansion and the development of a comprehensive suite of AI Marketing tools.
Bank of America
Design Director, UX Lead |
July 2013 – March 2015 |
- Orchestrated a comprehensive UX portfolio and led a multidisciplinary team, focusing on enhancing desktop and mobile navigation systems, customer enrollment, and messaging, resulting in a 90% improvement in user engagement, by employing iterative usability testing and user research.
- Directed key design initiatives – including global navigation/IA, natural language search, and enrollment, and customer profile settings, reducing customer service requests and boosting customer satisfaction – by driving the delivery of research, workshops, wireframes, prototypes, and visual specs.
- Spearheaded the development and delivery of conceptual and detailed design documents for mobile and desktop platforms, reducing project delivery times by months, by leveraging advanced UX tools and methodologies.
Experience Design Manager |
Sept 2010 – June 2013 |
- Led design for mobile, tablet, and desktop customer service experiences. Managed a multidisciplinary team.
Senior Interaction Designer |
January 2010 – August 2010 |
- Directed UX design teams for strategic enterprise projects, including a paperless document hub and small-business credit card reporting.
Interaction Designer |
December 2005 – December 2009 |
- Led UX projects and designed for authenticated account management tools.
- Designed ATM and kiosk interfaces, including transaction flow and screen layout.
Wells Fargo
UX Designer |
January 2004 – November 2005 |
- Led UX design team for ATM interfaces, focusing on usability and brand integrity.
- Created production graphic assets for ATM interface
Education
- University of California, Berkeley
- Academy X, San Francisco
- San Diego Career Center
- UC Berkeley Extension
- Sociology
- HTML & JavaScript course certificates
- PERL Course Certificate
- Project Management Certificate
Case STudies
AI Tools for Marketing
The Future of Personalization
Ethics by Design
