I’m a UX strategist, researcher, and designer who believes in listening beyond what’s said, understanding real human needs, and designing with intention.
My background in Linguistics and a Master’s in UX shape how I approach design—with curiosity about how people communicate, and a commitment to making technology more intuitive and inclusive. Over the past three years, I’ve partnered with startups and nonprofits in fintech, mental wellness, and digital accessibility, turning insights into thoughtful, evidence-based design decisions.
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Featured Projects
When I design, I start with people, and when I share my work, I focus on the humans who shaped it—their needs, voices, and experiences—not just the final screens. It’s true that prototypes showcase a solution, but they remain a response to a human need.
Emotional Design for The Washington Post: Building Gen Z Loyalty Through Childhood Brand Nostalgia
Business X user
Concept pivot
Prototype to learn
How can The Washington Post attract Gen Z subscribers? What started as a business problem soon revealed that the solution could lie beyond paywalls and subscription models. This case study reimagines KidsPost—the paper’s section for young readers—through the lens of childhood brand nostalgia. The premise: create memorable childhood experiences that evolve into emotional loyalty—and, eventually, future purchase drivers.
Accessibility Audit for Erewhon Website: Designing a More Inclusive Shopping Experience
Accessibility audit
WCAG 2.1
Inclusive design
The Erewhon website, though sleek and functional for most users, quietly excluded those relying on assistive technologies. Manual and automated code inspections, along with an experience walkthrough, revealed some accessibility issues that impact essential tasks like learning about product info and checking out. This project is a comprehensive accessibility audit documenting the process, key findings, and recommended actions.
Service Design for Grocery Stores: Creating Better Experiences for Families with Kids and Staff
Service design
Design thinking x AI
Innovation
This project explores how grocery stores can make shopping with young children less stressful and more engaging—for both families and staff. AI is used as a research assistant and creative collaborator.
Project Coming Soon…
Usability Testing Projects
Focused usability studies that exhibit rigor, discipline, and agility.
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Zappos
What? The intuitiveness of the site’s design.
Why? To find out how well the interface supports the findability of content related to common tasks, including browsing, adding to cart, and checking return policy.
How? By using a combination of first click, clickstream, time on task, and task success.
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SmartNews App
What? The learnability of the app.
Why? To see how first-time users navigate the app and perform basic tasks, like creating an account and customizing their feed.
How? By using a combination of click rate and observational data.
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GAP A/B Testing Plan
What? The current return CTA on the GAP website.
Why? To find out if changing the design and/or wording of the CTA would expedite the return task flow.
How? By calculating the time on task before a user clicks the CTA.