I design the product, build the system, and use AI to close the distance between idea and shipped software.
Designer and creative technology leader with 20+ years shaping digital experiences, products and systems. Today I work AI-natively across product definition, UX, prototyping, coded design systems and generative production.
That is the part of this role I find most compelling. The next generation of commerce will not live only in pages and funnels. Products need to work through interfaces, APIs and AI agents while preserving trust, brand and conversion logic.
Frame problems, define requirements, prototype, prioritize and ship.
UX, interaction, visual systems, conversation design and brand.
Codex, Claude, agentic workflows, prompt/context systems and production automation.
Reusable rules, components, governance, QA and capability transfer.
Each case proves a different part of the role. Nothing here exists simply because it is impressive.
I turned my own digital identity into a governed design and experience system.
Tokenized typography, reusable components, interaction rules, responsive standards, content principles and implementation guidance designed to reduce one-off decisions across multiple properties.
Direct evidence for maintaining brand and design rules as a system that humans and coding agents can implement.
I build repeatable AI workflows, not isolated prompts.
A governed production architecture moving from brief through brand system, creative direction, generation, variation, QA, approval, measurement and learning.
Evidence of reusable context, QA gates, agentic workflows and system-level thinking.
I changed the workflow, not just the output.
At ASTOUND, I conceived an AI-assisted system that transformed structured experiential briefs and constraints into configurable design directions, reducing an RFP response workflow from approximately three weeks to 24 hours.
Evidence of product framing, workflow redesign, implementation thinking and measurable operational impact.
Designing conversations before agents were mainstream.
Led experience strategy, UI/UX, conversation design and creative direction for AI/ML-powered healthcare voice assistants.
Direct evidence designing natural-language product interactions where trust, clarity, user intent and system behavior must work together.
My current workflow moves directly between product definition, design, code and QA. I use coding agents to turn decisions into working software, then evaluate the implementation in the browser rather than treating handoff as the finish line.
AgentTradePrototype.tsxWORKING EXPERIENCECustomer statement → editable fields → service handoffAI accelerates implementation. Judgment remains human-owned.
The interesting shift is not simply Figma to code. It is human-readable design intent becoming machine-operable context.
An independent exploration of agent-native trade-in. Natural language becomes structured state, then only the missing information is requested before a service handoff.
CUSTOMER
AGENT
STRUCTURED STATE
MEASUREMENT PLAN / NOT SELLIT9 DATA
Funnel completion, drop-off, source and device.
Rage clicks, dead clicks, hesitation and replay patterns.
Comprehension, trust and error recovery.
One hypothesis at a time. Example: reducing the questions shown before device identification should improve quote-start completion.
Founder & Executive Director, AI Strategy
Director, Creative Innovation
VP, Executive Creative Director
VP, Chief Experience Officer
VP, Creative Strategy
SELLIT9 sits at a useful intersection: commerce, recommerce, merchant infrastructure and AI-agent interaction. The Founding Product Designer role is compelling because the design problem is larger than screens. It includes the rules, systems and context that allow a product to remain coherent when customers, merchants and agents all touch the same journey.
That is the kind of design problem I want to work on.