I have more than 20 years of experience designing and building digital products across startups, e-commerce, healthcare, retail, and operational software. I work across product strategy, research, UX/UI, prototyping, and implementation, staying close enough to engineering to help ideas reach production.
My strongest work sits at the intersection of user behavior and business viability. At Petco, I used behavioral testing to prevent a change projected to put $6.2 million in revenue at risk, designed a hospital management platform deployed across 288 veterinary hospitals, and led work that created a new $6.5 million revenue stream.
Most recently, I founded KidSplit and took the business from initial problem discovery through product launch and market testing. I owned customer research, product strategy, UX/UI, full-stack implementation, acquisition, analytics, pricing, and experimentation. Building the company strengthened my ability to move quickly, test assumptions, and change direction when the evidence did not support the original idea.
I work best with early-stage or high-autonomy teams that need someone who can define the problem, simplify complex systems, and turn strategy into something real.
BA Design
Universidad de Barcelona
MBA
William Jewell College
Expected August 2026
Product
0→1 Product Development
Product Strategy
Complex Workflow Design
Research & validation
Customer Research
Behavioral & Funnel Analysis
Usability Testing
Experiment Design
Execution
Rapid Prototyping
UX/UI Design
Design Systems
Design to Production
Leadership
Cross-functional Leadership
Strategic Communication
Team Mentoring
Stakeholder Alignment
KIDSPLIT
Founder
2025–2026
TRACTOR SUPPLY
Senior UX Designer
2024 - Currently
PETCO
Senior Product Designer
2019 - 2024
Product Designer
& Lead Front-End Designer
2017 - 2019
PETCOACH
Senior Product Designer
2014- 2017
EARLIER EXPERIENCE
UX, Visual Design &
Full-Stack Development
2002–2014
Simplicity is the ultimate sophistication — LdV