✨ AboutAs the Founder and Owner of Minimize to Maximize, I partner with teams to tackle their most complex challenges, helping them confidently answer, "What do we do next?" I’ve built this consultancy with a mission to empower organizations to innovate and thrive through data-driven decision-making and proven frameworks.💡 How I Can Help Your Team:Open the Path to Innovation: Through structured discussions and data visualization, I help transform ambiguity into actionable insights.Evidence-Backed Solutions: Together, we’ll set defined goals that lead to decisions rooted in data and validated by evidence.Streamline Decision-Making: I work to minimize bottlenecks, freeing up your team to focus on collaboration and creativity.⚙️ Tailored Solutions for Your Needs:No two teams are the same. I provide custom-tailored approaches, including:☝ Strategic consultation☝ Facilitated workshops☝ Experience and journey mapping☝ Design sprints☝ Hackathons and innovation labs☝ Usability evaluations and audits🚀 The Result:Clarity. Momentum. Solutions. As the founder, I bring a personal commitment to your team’s success. Together, we’ll not only tackle today’s problems but set your team up to innovate, collaborate, and thrive.Let’s connect and start building a brighter path forward!

Leadership in Design: Led numerous high-impact initiatives, guiding design projects from concept to execution, and delivering solutions that address complex challenges faced by technical & risk personas.Strategic Vision: Inspiring and aligning cross-functional teams with a clear design vision, ensure that design efforts are not only realistic but also aligned with broader business objectives while delivering user value. Assess end-to-end user experience to identify user and business opportunities. Collaboration & Communication: Foster effective collaboration with product managers, engineers, and stakeholders has facilitated productive discussions and propelled projects forward.Technical Acumen: Leveraging my experience with component-based design systems and proficiency in tools like Figma. Collaborate effectively with engineering teams to ensure innovative and feasible designs.Passion for Innovation: Thrive on cultivating a culture of continuous innovation, embracing failure as an opportunity to learn and grow, and amplifying team culture to foster experimentation and creativity.Design Sprints & Workshops: Led design sprints for most important initiatives and workshops to streamline processes, enhance collaboration, and drive innovation. Successfully guiding teams from chaos to collaboration, resulting in improved productivity and creativity.

• Develop and maintain the interactive GUX 2.0 FMCC & LAFS Design Systems to be used in ongoing development of new features and to iterate existing functionality. Solicit and provide feedback on the Design System execution. • Evangelize the Design Systems throughout the organization and provide Design System training for nearly 200 designers, engineers and business colleagues. Created 1500+ components, in 9 coding languages, AA compliant and decreased end-to-end design and development time by nearly 30%.• Continuously conduct end-to-end audits of UI, visuals and design system and solve for design discrepancies. • Direct UIX initiatives for a team of Product Designers at Ford Credit, develop their product design, design process acumen and oversee the execution of the Design Systems. Oversee the UI from conception to launch in partnership with the product team.• Establish Ford Credit’s design standards that reflect Ford Motor Company’s brand standards and UIX vision. • Work cross-functionally with product teams including design, product management, content strategy, on-site engineers, off-shore engineers, marketing and legal to ensure a holistic approach to all digital touch points. Great at building consensus in design initiatives. • Highlights of Results: 10x increase in “My Next Vehicle” sales by Ford Credit account holders; 25% decrease in Support Calls, 15% account sign up increase, 15% Online credit application increase.• Lead UI and UX designer for Account Manager launch in 2019. Won J.D. Power Award for Best Automotive Consumer Website Experience 2019.

• Creative Director, Designer, Illustrator of branding materials including logos, websites, mobile apps, digital/print assets etc.• Develop brands and create concepts while overseeing all areas of design process: concept to final production.

• Directed the re-design of the company’s website. • Mentored, coached and directed junior designers to ensured that La-Z-Boy brand was consistently executed. • Designed a customer-centric environment encouraging user engagement and customer behavior influence using user research, definition, documentation, UX analysis, customer experience mapping, development of persona, development of brand voice for all digital channels, authored digital styling guide for responsive mobile and desktop websites. Results • 20% less bounce rate • Overall increase in quality traffic and longer site visits by 35% • 3x increase in home accessory sales per month • Increased Design Services sales by approximately 50% in 8 months with brand-new micro-site that I oversaw UX direction from research to final UI • Overall increase in website sales by 15% during my tenure at La-Z-Boy.

• Directed and designed conceptual, branded solutions for UX, UI site pages, interactive/static ads, emails, and desktop and mobile landing pages. • Analyzed and determined customer experience mapping and used that data to execute new marketing campaign. Results: 15% increase in site traffic and those specific users spent 8x longer on the site vs the average user.• Directed A/B testing campaigns for digital display banners, developed re-targeting campaign strategy, and analyzed and interpreted click tracking data and user journey patterns. Established digital brand standards, best practices and trained designers. Increased CTR 60%.• Conducted business unit financial activities, managed $1M digital advertising budget, negotiated advertising spend, traffic creative and creative direction for all digital display.

• Implement visual ideas with the creative and account teams for corporate branding materials including print, digital and social media.• Prepare mock-ups for presentation boards.• Produce final assets for routing and exercise expert level production skills. Pay strong attention to production, image optimization and typography (tracking, leading).

Coordinate load-in and load-out of equipment, develop and adhere to a strict time schedule for a crew of 3-20, troubleshoot and solve problems and assist designer. Reorganized and repaired entire catalog of lighting equipment and accessories.