
CV
About me
and my design process
I’m a California-based product designer, UX strategist and creative producer with a passion for innovation and product user advocacy, a lifelong learner, curious, explorative, creative in work and life and a bit of a dreamer, future thinker.
I didn't set out to be anything in particular, only to live creatively and push the scope of my experiences. I made several transitions along the creative path: visual artist, creative writer, digital artist; photographer, graphic designer/illustrator.
In 2000 I shifted into UX and product design after post-grad studies at University of California, Irvine.
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Creative producer, UX Design
Since it's early inception and chaotic evolutionary wave, human-centered design opened up a wide range of possibilities. My creative and collaborative efforts have spanned a wide variety of clientele and user experience design practicum.
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Whole-product design
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Design thinking
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Content strategy
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UX Writing
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Digital marketing and analytics
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Product hypothesis, customer journey, visioning and road-mapping
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Iterative UX research
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Product management
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Coaching, workshops and facilitation

Design philosophy
My design philosophy is to first focus on users, their current workflow or problem solving strategies, then choose the right problem to be solved - areas where UX design might add positive impact, especially a fresher, simpler, more delightful product experience. My designs are clean, minimalist, and adhere to the "FABU Principle" -- the quintessential formula I defined years ago, which stands for Familiar, Accessible, Beneficial and Ubiquitous. Maintaining clarity of vision, core values, and relevancy are also key design principles for value-driven products.
I'm a great admirer of modernist design principles of minimalism and purism, as much as the classical and universal theories, such as sacred geometry, color language, Gestalt principles, and the experimental-evolutionary approach. As process goes, Antoine de Saint-Exupery captures it best:
"Perfection is achieved not when there Is nothing more to add, but when there is nothing left to take away.”
Educator, coach, mentor.
In August 2020, I transitioned into the role of educator, coach and mentor, specializing in UX design workshops and immersion courses; training and coaching individuals with limited or evolving knowledge of design thinking, research, product design and product management and design processes.
I coach design students to excel in creative practice, process, in turning ambiguity into solid, sustainable design ideas, and in optimizing screen interaction designs around real world experiences.​​​

Post-graduate studies, plein air painting
The educator position afforded the the opportunity to further my graduate work at Cornell University's Samuel Johnson Graduate School of Management, along with a lifelong dream to pursue watercolor painting, illustration, and field sketching.
I look for the beauty that life has to offer everyday, new horizons, new people, new experiences. With every adventure I look forward to the going, into the open gap, the anticipation between being here and being there -- it's the best feeling ever.
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Charitable organizations I support:
Surfrider Foundation - Member/Volunteer
World Bicycle Relief - Fundraiser
Rails to Trails Conservancy - Contributor/Fundraiser
Memberships:
The Surfrider Foundation (Volunteer)
Clean Coast (Volunteer)
Chatham Sailing Club (Member / Site Administrator)
Rails to Trails Conservancy
League of American Bicyclists
American Alpine Club
PADI
Contact Me
Resume | Recent work | Client List
Case studies | On LinkedIn | WorkingNotWorking
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Email communication preferred. Please contact me below if you are interested in working together.