Product Design & UX Leader with 15+ years of experience creating impactful experiences that are deeply rooted in research, data, and user needs. Leads multi-disciplinary teams to design and develop intuitive data-driven product and platform experiences. Steers and evangelizes product vision and strategy while seamlessly navigating tactical design altitudes, identifying operational efficiencies, and developing talent. Known for fostering a collaborative, user-centric design culture, inspiring high-performing teams, and building trusted relationships across matrixed global organizations.   

EXPERIENCE

REI
Director, Product Design | Sept 2019 – Mar 2025 | Greater Seattle, WA

Spearheaded REI’s product design practice, led a digital team comprised of product design, UX research, and content authors, overseeing a $5M budget. Drove vision and strategy for cohesive and consistent experiences across multiple e-commerce and app platforms, leading to REI’s recognition by the Baymard Institute as a top 1% UX performance award winner in the mobile web category and sports gear & equipment category.  

• Oversaw platform migration to AWS and CMS migration to Contentstack, enabling scale to support 2x online revenue growth, doubling from $1B to $2B in 2 years and increasing app downloads by 5%+ YoY. 

• Created personalized shopping experiences, increasing engagement by 18% and contributing to membership growth from 20M to 26M.

• Strategized and implemented design systems, templates, and component library updates that reduced development costs and timelines. Enabled automation, personalization, and rapid response to business needs.

• Developed and implemented a UX research practice, creating the vision and building the team from the ground up. Managed the UX Research Hub to promote evidence-informed decision-making. Tapped for design and creative thought leadership, speaking at The Human Insights Summit (THIS) and as a guest on usertesting.com’s podcast.

• Overhauled the organizational operating model by leading the transformation to a product-led practice that values product, design, and engineering partnership. Empowered accountable teams measured by business results while fostering a culture of continuous learning and experimentation.

• Enrolled stakeholders in product vision, re-brand, and presented product & platform CX strategy and results to CEO and C-Suite monthly.

• Won the Anderson Leadership Award, a peer-nominated award honoring leaders who demonstrate REI values in action, help achieve success, and foster great teams and customer experiences. 

EXPEDIA  
Senior UX Manager | Nov 2018 – Sept 2019 | Bellevue, WA

Tapped to lead 6-person team and UX innovation initiatives across multiple devices and platforms including responsive web applications and iOS & Android mobile apps. Partnered cross-functionally and implemented strategies to connect business and customer success through design, testing, research, and analytics.

• Advanced website self-service capabilities and chatbot platforms, improving customer satisfaction (CSAT) by over 1 point and saving $5M+ in agent-related expenses.

• Partnered with product and engineering to build and scale the reusable service bot platform from MVP to enterprise platform. Recognized with company award for a foundational achievement in the enterprise goal areas of automated journeys and new intelligence.  

• Collaborated with the UX Research team to enable self-service UX research through labs and unmoderated tools.

• Launched scalable solutions in 8 languages across 80 countries.

• Presented product vision models and product demos to C-Suite, translating business goals, customer needs, and market opportunities into product decisions.

• Co-led the Expedia Women in Leadership resource group, developing programming that promoted leadership, mentorship, and resource-sharing. 

• Coached and developed talent from intern through principal designer levels to build a high-performing team and scale resources with business needs.   

Principal UX Designer | March 2016 – Nov 2018 | Bellevue, WA

Promoted to Principal within 18 months to lead all customer-facing chatbots and the design of automated relocation at Expedia. Defined and optimized customer-centric design systems for flexibility, re-use, usability, performance, and brand distinction.

• Delivered Expedia’s first multi-platform, multi-brand, multi-product self-service chatbots, increasing automation by 20%+.

• Employed Design Thinking and the Jobs to be Done (JTBD) framework, interviewing designers across the company to understand and address top pain points around tools and prioritizing work - increasing efficiency by up to 25%.

• Recruited to participate in annual hackathons, producing a top-3 winner for 3 years in a row.

• Awarded enhanced stock incentives in recognition of top performance and business impact for 3 consecutive years.

INSPIRATA (formerly Caradigm Inc., a GE Healthcare Co.)

Senior UX Designer | April 2015 – March 2016 | Bellevue, WA

Built responsive applications for health management solutions and intelligent healthcare analytics.

• Drove adoption of a responsive web design approach to building modular interfaces and evolved the design system to promote accessibility.

• Developed a management console for the platform team, providing a hosting environment for user-friendly, pluggable and configurable models.

• Evaluated and implemented a global navigation system, improving accessibility, ease of use, and time on task. 

• Conducted stakeholder interviews, user research, usability studies, and competitive audits, converting insights into user-centered, data-driven designs.  

POP AGENCY

Senior Designer | March 2012 – Jan 2015 | Seattle, WA  

Led design of technology platforms and e-commerce sites for diverse brands including Microsoft, Toyota, T-Mobile, Vulcan, and Gates Foundation. Collaborated with multidisciplinary teams, championed a user-centered design process, and developed best practices for content and experience design.

• Spearheaded an onsite test project for T-Mobile, leading to a $5M contract to design their e-commerce and consumer onboarding experiences. 

• Planned, facilitated, and trained 10+ team members to adopt agile methodologies. 

• Built UI libraries and templates, accelerating delivery of wireframes and prototypes across the design team. 

EDUCATION & PROFESSIONAL DEVELOPMENT

College for Creative Studies (Detroit, MI): Bachelor of Fine Arts (BFA), Graphic Design

University of Washington, Foster School of Business: Executive Development Certificate Program

Cornell University: Women in Leadership Certificate  

TECHNICAL SKILLS

Figma ∙ Adobe Creative Suite ∙ AI integration • UserTesting ∙ Adobe Analytics ∙  Tableau ∙ Smartsheet ∙ PowerPoint