Work
I lead with intention, creating experiences that transform organizations and improve lives. From making investing accessible to empowering new moms on nutrition, building design systems, and simplifying medication, my eclectic background equips me to tackle complex challenges and make an impact.
As Head of Design for Citi Wealth, I led the vision and execution of a reimagined digital investment experience—designing end-to-end journeys for Citi’s first self-directed brokerage platform, a new hybrid guided investment solution, and an evolved robo-advisory offering. Grounded in research and data, we identified new customer segments that expanded our reach and deepened engagement across the wealth spectrum. I led a global, multidisciplinary team of designers, writers, strategists, researchers, and prototypers—working across platforms to deliver intuitive, human-centered solutions that drove measurable business growth and solved real customer problems.
We designed a self-directed, commission-free online trading account that lets you manage your portfolio with more convenience across platforms. The first of its kind for Citi set the stage for future more robust trading and investing offerings.
Citi Wealth Builder and Citi Wealth Builder Plus extend the investment options, providing access to automated investing while getting help from a trusted Financial Advisor. The design of our CSI product set up a expanded model of investment products, balancing the feel of control while receiving professional advice. All of these investment products and digital strategy were built end-to-end by my teams with a focus on reusability, simplicity, and design craft.
The Citi DDL is built on Atomic Design—a methodology that structures scalable systems from foundational elements to complex components and modular flows. Designed to be mobile-first, it ensures a consistent, ADA-compliant experience across all form factors, and is adopted globally by Citi’s in-house creative teams and external agency partners.
Core principles guided the design and development of the Citi Digital Design Language providing clear expectations and setting standards for future evolution. We wanted to create a living system that was integrated with technology and governed by a cross-functional team. When I took over it was important that ensure all partners were bought in and saw the value in enabling not only efficient and consistent design but also tokenized reusable ADA compliant components to drive development.
Establishing reusable components and patterns that enable evolution and efficiency. The design system evolves with use to enable new experiences that feel comfortable while allowing out design teams to solve for their unique situations.
At Fidelity, I led the design strategy for a first-of-its-kind initiative aimed at empowering high-net-worth clients to set personalized investment goals directly within the digital experience. This project marked a significant shift for the organization—introducing greater customization and control to support a more tailored, white-glove offering. By redefining how clients interact with their financial goals, we opened the door to deeper engagement and laid the foundation for future enhancements in customer-driven wealth planning.
Risk is a factor that is different for everyone, assessing what it means and enabling customers to define it for themselves places the control back back in their hands.
Once a plan is created based on their inputs, we tested expectations of outputs for someone to make meaningful decisions.
Leading the My Gerber initiative, I partnered with an iconic brand dedicated to supporting moms during the most critical early years of parenting. Our goal was to evolve Gerber’s existing CRM program into a personalized, multi-channel experience that deepened trust and engagement. We reimagined the brand’s digital presence—redesigning the site, refreshing the brand expression, and laying the strategic and design foundation for future growth. The result was an award-winning platform that connected with moms earlier, kept them engaged longer, and reinforced Gerber’s role as a trusted partner in parenthood.
Through extensive research and conversations with expecting and new moms, we identified the core pillars to the program — timely answers to pressing questions, tools to track progress and prepare for what’s next, and practical support like nutrition guidance and savings for feeding their growing children.
During early childhood development, parents and moms have many questions and concerns. A comprehensive content strategy was critical to identify the key moments and content needed to answer the most pressing questions. From a design perspective we wanted to make it easy to read in any situation, navigate and search for content.
To support moms in tracking their baby’s growth and development, we designed a tool that combines nutrition insights with growth milestones—making it easy to monitor progress and share meaningful moments with others. As a design team, taking moms context into account was critical in our decisions, e.g. easy to navigate with one hand, low light situations, simplified task flows, etc.
During early childhood development, parents and moms have many questions and concerns. A comprehensive content strategy was critical to identify the key moments and content needed to answer the most pressing questions. From a design perspective we wanted to make it easy to read in any situation, navigate and search for content.
For the Enbrel brand, I led the effort to modernize the digital experience—challenging traditional pharma conventions and reshaping how the brand connects with patients. We developed a core experience strategy that put patients at the center, addressing their real concerns with empathy, clarity, and accessibility. The result was a more human, approachable platform that helped reduce stigma, empowered patients with the information they needed, and established a foundational design approach that still informs the brand experience today.
Mapping of our user-centered multi-channel Experience Strategy
We did extensive user testing to determine usability, taxonomy, acceptance, and comfort.
Interactive injection videos were created upon learning about the user's fears and comfort levels with trying ENBREL.
I led the design of the first-of-its-kind branded e-commerce platform for Viagra, breaking new ground in the pharmaceutical space by enabling a trusted, direct-to-consumer experience. Alongside the site, we launched the bold and highly visible "Recipe for a Fake" campaign—raising awareness around the dangers of counterfeit medications and reinforcing trust in the brand. This work not only established a new standard for pharma e-commerce but also positioned Viagra as a leader in patient safety and digital innovation.
A ground-breaking site branded pharma e-commerce site was created to help customers avoid embarrassing store visits and buying dangerous fake pills online.
An award-winning YouTube series shot documentary style followed Pfizer's internal international security team to help bust drug rings producing fake pills.
