I lead end-to-end product design across ecommerce and digital products, turning ambiguous problems into clear strategy, scalable systems, and measurable growth.

With 10+ years in digital design (the last 5 in product and UX/UI), I lead Web UX and CRO at Tropicfeel—partnering with product, dev, and marketing to improve conversion, reduce friction, and ship experiments that drive outcomes.

My work spans discovery to delivery: qualitative and behavioral research, information architecture, interaction and UI design, prototyping, and usability testing—always anchored in a clear hypothesis and measurement plan.