Focus: Design Integrity & UX Quality at Scale - ensured seamless design-to-development delivery across high-traffic iGaming surfaces by validating UI implementation, reducing friction in critical user flows and improving “perceived performance” in Sports betting experiences. 

Highlights

• Led a Perception of Speed initiative, reducing perceived load time and improving the user experience through UX performance patterns

• Conducted in-depth QA/UAT of CSS, formatting and design components, ensuring developer alignment to wireframes and the design system

• Established and led the first-ever design trainings for the UAT team, integrating design thinking into cross-functional workflow and raising quality standards

• Strengthened the UX feedback loop for UAT, improving how issues and opportunities were surfaced back to Product + Design 

Focus: Creative + Product Direction for an indie RPG — owned the end-to-end player experience across gameplay loop, narrative, UI/UX, and brand consistency while aligning internal work and outsourced dev partners through clear specs, iterative feedback loops, and a high execution bar.

Highlights

• Founded and directed an indie RPG in Unreal, setting the creative vision and product direction across core systems (combat, progression, onboarding), UI/UX, and narrative cohesion

• Produced pre-production artifacts (GDD, UX flows, feature briefs, art/narrative bibles) to define scope, priorities, and quality standards for internal work and external studios

• Led outsourced development collaboration by writing implementation-ready specs, running structured reviews, and managing iteration to keep delivery aligned to vision and constraints

• Designed and validated the player experience through prototyping in Blueprints (where applicable), rapid iteration and playtest-driven decisions (combat feel, progression, onboarding, HUD)

• Built scalable UI/UX foundations (IA, interaction patterns, accessibility-minded conventions) to support future content growth and consistent design across the game

Focus: Brand + eCommerce experience for a small business — built a cohesive visual identity and scalable design system, then applied it across website, packaging, and lifecycle marketing to improve consistency, accessibility, and conversion.

Highlights

• Led brand identity development, standardizing visuals across the website and digital marketing for a small family business

• Created a design system from scratch (type, color, components, usage rules) to keep experiences consistent and scalable across web, email, and product surfaces

• Redesigned the full e-commerce experience with conversion optimization, including small-scale user testing and checkout flow refinements to improve purchase completion

• Partnered with the owner to define quality standards for accessibility, motion, and design best practices—ensuring the brand stayed authentic while modernizing execution

• Provided sketches and art direction to the product packaging team to ensure packaging visuals aligned with the brand system and stakeholder expectations

• Improved lead generation through redesigned marketing pages, unified product photography, and A/B-tested email campaign designs to optimize engagement and performance