Case Studies
Leading Design At Scale
AI · DESIGN SYSTEMS · ADOPTION
Rebuilding a fragmented system into an automated, AI-native infrastructure for design & engineering teams.
90%
Component parity achieved
75%
Engineering adoption rate
Key Highlights:
- Replaced a legacy 60-package system with an automated, tokens-in-code system architecture.
- Pioneered AI-native workflows integrating Figma MCP, Claude Code & automated visual testing.
BANKING · DESIGN SYSTEMS · PLATFORM REBUILD
Transforming legacy banking into an award-winning digital ecosystem through human-centered design.
600%
Increase in application starts
$6.7M
Direct revenue generated
Key Highlights:
- Rebuilt over 1,500 legacy pages to drive a 40% growth in core deposit account acquisition.
- Rapidly deployed a digital PPP loan portal processing $1.4B in COVID-19 relief loans for 110,000 local jobs.
BANKING · SERVICE DESIGN · CONVERSION
Introducing service design to a bank that had never practiced it, to fix an account opening funnel converting at 2.2%.
40%
Growth in digital account acquisition
$365K
Annual avoidable call center cost identified
Key Highlights:
- Mapped the full customer journey and a service blueprint across three entry paths, front stage and back.
- Moved identity verification earlier in the flow, working with compliance, fraud and the vendor to fix the funnel’s biggest drop.
- Turned the call center into an ally by surfacing the failures agents handled every day.
DESIGN OPERATIONS · TOOLING
Building the operational backbone that kept a design organization running through years of upheaval.
$926k
Saved consolidating 28 tools to 7
40%
Reduction in time-to-design
Key Highlights:
- Ran a company-wide onsite that lifted team peer connection 31% and left 92% of attendees wanting it repeated annually.
- Launched a UX Strategy & Architecture function using OOUX to unify design across the company’s entire product line
Hands-on With AI
AI PROTOTYPING · MOBILE APP · BRAND
An evolved brand and a working mobile prototype for the bank where I led Experience Design, built with Claude Design.
Key Highlights:
- Extended a limiting 2020 brand with OKLCH color ramps, a lead serif and darker color steps that pass contrast.
- Designed four core flows, including in-app account opening, spending insights and a fraud alert you can answer from the lock screen.
- Directed Claude from first brief to a clickable prototype with real transitions, setting the craft rules every screen had to meet.
AI PROTOTYPING · B2B PLATFORM REDESIGN
A working, mobile-first rebuild of the ordering platform I helped create, designed in Claude Design and tested on a real phone.
Key Highlights:
- Directed Claude Design from first brief to a working prototype for phone and desktop, setting the principles and reviewing every version before the next one began.
- Made the product decisions: mobile first, discovery inside every category and estimated prices labeled as estimates through to confirmation.
- Built accessibility in from the start with keyboard navigation, screen reader announcements and zero WCAG 2.2 AA violations in automated audits at nine screen sizes.
AI PROTOTYPING · BRAND SYSTEM
Directing Claude page-by-page to build a full working prototype, then taking it further after the engagement ended.
Key Highlights:
- Built a complete brand system, typography, color, voice and photography direction, from a single paragraph of client direction.
- Directed Claude Design page-by-page to build a fully interactive site prototype, reviewing every page against the brand system.
- Kept building after the engagement ended, pushing the brand and interaction design further on my own time.
Agency & Client Work
AGENCY LEADERSHIP · CLIENT GROWTH
Digital strategy and web development for distributors, insurers, retail brands & touring musicians.
$15M+
Combined client revenue generated
300+
Clients served
Key Highlights:
- Architected high-converting platforms for insurance, fashion & enterprise distribution that replaced fully manual operations with automated digital workflows.
- Grew the firm to 300+ clients and kept 43 of them for seven years or longer, staffing bigger projects from a global bench of specialists.
ECOMMERCE · B2B ORDERING
Digitizing a 70-year-old distributor’s order process into $2.5MM in online sales
$0-$2.5MM
Generated online in under two years
100%
Human error eliminated through automated online system
Key Highlights:
- Replaced paper-based, manual order entry with a custom ecommerce platform
- Preserved customer trust and relationships through the transition
- Built standing orders, payment tracking and real-time submission for a legacy client base
BRAND · WEB STRATEGY
Repositioning a boutique yoga studio to fully book itself through its website alone.
1-12
Private clients in one year
1,400%
Mailing list growth
Key Highlights:
- Defined a specific customer avatar and repositioned services around it
- Rebuilt the site around conversion, not just traffic
- Cut $2,388 in ineffective local ad spend using analytics-driven optimization
BRAND · PHOTOGRAPHY
Sixteen projects across musicians, startups and independent brands, outside the client work covered in the case studies.
Key Highlights:
- Branding and product design for a bourbon company, a security firm and an energy drink brand.
- Concert and studio photography for touring musicians including Brandi Carlile, Ray Lamontagne, Candlebox and Mike Farris