Where complex systems become simple experiences.

HyundaiUSA.com is where most people meet the brand before they meet a dealer. I led its relaunch end to end: customer experience, UX and UI, engineering, personalization, CRM, analytics, SEO and content, all from inside Hyundai's in-house agency.

The challenge went far beyond a visual redesign. The platform had to support the complete shopping journey, from discovering the range and exploring individual vehicles to taking the next step with a dealer. It also had to make that journey feel consistent across devices while serving very different customer needs and levels of purchase intent.

I directed a 60-person team across strategy, design, technology, content, analytics and project management. Together, we created a coherent experience across the site's page templates, content patterns and conversion journeys, while keeping the work moving as one connected transformation rather than a series of separate workstreams.

Alongside the relaunch, I initiated a personalization strategy designed to make the experience more relevant to individual customers and an AI integration program focused on improving how people navigate and interact with the platform over time.

LHW.com is the global digital platform of The Leading Hotels of the World, connecting travelers with a portfolio of independent luxury hotels.

Me and my team were responsible for the ongoing operation, development and optimization of the Sitecore-based platform. We worked in an agile delivery model, planning and releasing new features, improvements and bug fixes every two weeks across UX, web design, development, QA and analytics.

We ensured 24/7 platform operations while continuously monitoring performance, testing new ideas and improving the experience through analytics and A/B testing.

The largest transformation was a complete redesign of the booking path. We reduced the journey from seven steps to four, simplifying the experience from hotel selection through to reservation and improving conversion significantly.

The result was not a one-off redesign, but a product organization focused on continuous improvement: combining operational stability, technical delivery and conversion optimization on a global luxury travel platform.

For Four Seasons, we designed an in-room digital experience that brought the hotel's services together in one place. Guests could explore activities, order amenities, shop, make requests and access services at the moment they needed them, without calling the front desk or interrupting their stay.

The interface brought together very different types of information and interaction: destination content, hotel offers, accommodation details, spa and dining, shopping and service requests. We structured the experience around the guest's stay, making it easy to move from inspiration to action without having to understand how the hotel was organized behind the scenes.

Luxury hospitality presents a particular design challenge. Technology must make the experience feel more attentive without becoming more visible. If it feels like software, it has already taken up too much space.

Strong photography, restrained interface elements and clear navigation gave the content room to breathe while keeping services close at hand. The goal was to turn a complex service environment into an experience that felt intuitive, personal and quietly present.

KILZ is known for primers and paint, but its digital presence needed to express more than product performance. The redesign transformed the website into a richer, more immersive brand experience.

The site had to work for people arriving with very different intentions. Some were looking for ideas and color inspiration. Others needed practical answers about a surface, a specific application or the right primer and paint for the job. We organized the experience around those needs rather than expecting users to begin with product knowledge.

Large-scale room imagery and a more editorial visual approach gave the homepage immediate impact. Underneath it, clearer routes into product ranges, color families, project guidance and how-to content helped people move from an initial idea towards a confident decision.

The result balanced inspiration with utility: a more premium expression of the brand that also made a technical category easier to navigate, helping people understand which products to use, where to use them and how color could transform a space.

Diagnostic results are usually designed for clinicians, even though the information ultimately describes the life and health of a patient.

We designed a connected ecosystem of three platforms. A patient app that made results more accessible. A pharmacy based check-in experience. And a professional platform that supported physicians across the diagnostic workflow, from ordering tests and registering patients to printing specimen labels and reviewing results.

Each audience required a different level of information and control. For patients, the experience organized results by visit, explained individual tests and made values inside or outside a normal range easier to recognize. The pharmacy and professional workflows prioritized structured handovers, accuracy and the clinical detail needed to move a test from order to result.

I led the work from functional requirements and UX architecture through visual design, front-end development and quality assurance. Designing the three products as one system created consistency across touchpoints while allowing each interface to remain focused on the very different task in front of its user.

The central challenge remains relevant today. Health information is most valuable when the people it concerns can understand it, while clinicians still have the depth and precision they need.

The work was developed for Theranos before the company's claims and conduct became publicly known.

Multiple sclerosis rarely follows a predictable path. Symptoms differ from person to person and can change from one day to the next, making it difficult to understand the disease through occasional clinical appointments alone.

Roche's Floodlight Open study used everyday smartphone interactions to collect data over time. The aim was to create a richer, more individual picture of how multiple sclerosis affects movement, cognition and daily life.

That longitudinal perspective was central to the idea. Rather than relying only on isolated clinical snapshots, small recurring tasks could help reveal changes and patterns that are difficult to capture during an occasional appointment.

Our task was to translate the study into an understandable digital journey and make participation feel worthwhile. The platform had to explain how the study worked, what was being measured, how personal data would be used and why a person should contribute it. Result views then had to present the information in a way that felt useful without overstating what the data could say.

In a field shaped by complexity and understandable caution, clarity became more persuasive than promotion. The experience was designed to make participation feel informed, purposeful and accessible, while preserving the trust required for people to engage with a long-term health study.