Fractional UX Leader · UX Strategist · Business Owner · Coach
I believe ignoring friction is how small problems turn into big ones. Especially when confidence, process, or “this is working” language hides what’s actually breaking underneath.
I’m driven by a quiet restlessness. A sensitivity to waste. To moments when time, effort, talent, or potential are being lost to vagueness, ego, or inertia. When something feels off, I can’t ignore it. I need to understand it, name it, and help create a way forward.
I care about momentum. Action reveals truth faster than indecision ever will.
I’ve spent more than 20 years working at the intersection of design, strategy, leadership, and business ownership. I’ve led UX and creative teams, built and operated independent businesses, managed budgets and payroll, and lived inside the pressure that comes when decisions matter and time is short.
Across agencies, teams, and companies, one pattern has been impossible to ignore: most problems aren’t caused by a lack of talent or effort. They’re caused by friction going unaddressed long enough to become structural.
Reason Under Pressure
Pressure narrows perspective. Deadlines compress thinking. Emotion fills the gaps where clarity should be. Smart, capable people react instead of choosing, and momentum quietly turns into noise.
Reason Under Pressure is the lens I use to do my work.
It’s not a framework or a productivity system. It’s a commitment to slowing things down just enough to think clearly when the stakes are high. To maintain objectivity when emotion is loud. To build systems that support good decisions instead of constant reaction.
That lens shows up everywhere I work.
How This Work Shows Up
I work with founders, creative minded leaders, and teams who are capable but stretched. People who care deeply about their work and their people, and who want clarity without hype.
Whether through leadership workshops, coaching, or UX leadership, the goal is consistent: reduce unnecessary friction, restore momentum, and help people make better decisions when things are messy, urgent, and real.
Because better decisions don’t just improve businesses. They prevent small problems from becoming big ones.
They strengthen the communities those businesses serve.
How this thinking shows up in practice
The BS-Free Business Test
A practical application of Reason Under Pressure. Designed to interrupt autopilot thinking and replace vague confidence with honest clarity by asking better questions before cracks spread. Learn more
Experience Forge
A live, evolving body of work exploring how leaders and teams behave under pressure, where breakdowns actually occur, and what helps people regain clarity when things feel chaotic. View upcoming free workshop
Fractional UX Leadership & Coaching
For teams and founders who need structure without suffocation. Focused on direction, alignment, and momentum that holds up once the pressure returns.