Craft
Thoughtful, well-resolved work that makes complex products easier to understand and use. I set a high bar, give clear feedback and coach designers to strengthen their judgment.
UX & Product Design Leadership
I lead UX teams to make complex products easier to understand and use.
15+ years across telecommunications, B2B software and consumer credit.
11M+customers
Built and led a 12-designer UX team across the Rogers and Fido self-serve portfolio. 23%fewer payment-related calls
An observed year-over-year outcome across the wider Rogers initiative.Concept tonearly 4,000users
Led SAM+ Hub’s UX from concept to launch and established Softchoice’s first formal UX practice. $20–30Mprojected annually
Led self-serve improvements that reduced support calls and lowered costs.Selected work
The decisions behind the outcomes.
01Team & portfolio leadershipRogers Self-Serve Transformation
People leadership · UX operations · Portfolio strategy
Built and led the UX team connecting billing, payments and data usage across Rogers and Fido’s web and app experiences.
- 12 designers
- 11M+ customers
- $20–30M projected annual cost avoidance
The cost-avoidance figure is an internal projection, not a directly attributed UX result.
View case study
02Zero-to-one productSAM+ Hub
UX strategy · Product architecture · Design systems
Led UX for SAM+ Hub from concept to launch and established Softchoice’s first formal UX practice. Turned complex licensing data into a clear view of costs, renewals and next actions.
- Zero-to-one product
- Approximately 4,000 users
- Approximately 3,300 active customer accounts
03Global design leadershipTransUnion South Africa
Generative research · Platform strategy · Distributed team
Led design and research to narrow five potential audiences to three priorities, translating local customer needs into clearer credit-score explanations and recommendations.
- Design, research and product collaboration across three countries
- Five potential audiences narrowed to three priorities
- Market context: 27M+ credit-active consumers
The market-scale figure provides context and is not a claim of product reach.
View case study
04Research-led redesignRogers Mobile Usage Redesign
Generative research · Lifecycle model · Product direction
Led five designers to help customers understand their data usage and know when to buy more, using findings from a month-long diary study.
- Three-state usage model
- Five designers led
- 8/10 ease-of-use rating in pre-launch prototype testing
05Cross-team design leadershipRogers Billing & Payments
Journey strategy · Design leadership · Cross-team collaboration
Led five designers across four product teams to connect billing and payment around a key customer question: “Why is this bill different?”
- Four touchpoints
- Five designers led
- 4.6/5 average ease-of-use rating for the bill prototype
06Platform redesignSoftchoice Self-Serve Portal
Platform strategy · Hands-on design · Coordinated launch
Identified a UX and brand gap between SAM+ Hub and the portal that would host it, secured redesign funding, and aligned IT and business leaders around a coordinated launch.
- Contact creation: 2–3 access questions, then five fields
- Shared navigation across account and commerce
- Portal and SAM+ launched together
Leadership practice
I help teams see the bigger picture.
I connect customer insights, business priorities and the work of different teams into a shared direction. I give designers room to lead, with clear expectations around three things: Craft, Collaboration and Insights.
Collaboration
How we work together matters. I expect designers to listen, contribute different perspectives and take shared responsibility for the experience across team boundaries.
Insights
Research shapes our thinking from the start. I expect designers to understand the customer problem, make sense of the evidence and connect what we learn to design decisions.
About
Design is one of the ways I make things.
I’ve built design teams at Rogers and TransUnion, established Softchoice’s first formal UX practice and led SAM+ Hub’s design from concept to launch. I now lead UX for its evolution into an enterprise software asset-management platform at World Wide Technology.
I found design through art and technology, studied Digital Design in São Paulo and now call Toronto home. Outside work, I play music with my band, explore the world through photography and keep experimenting with sourdough pizza. Being a dad and spending time with family keep me grounded.
See my photography on InstagramContact