A selection of consulting projects from my early career showing foundational craft and range across industries:
My origin story
When I started as a UX designer in 2013, design was just beginning to be recognized as a competitive advantage. Most early-stage companies had never worked with a designer before and didn't know what design could do for them. I spent years as a consultant helping founders design their first products, establish their visual identity, and turn ideas into funded businesses. Those projects forced me to answer fundamental strategic questions—what to build, how to monetize, where to launch. It's where I learned to bring research and human-centered thinking into business decisions, not just visual execution.
Sample 1 - Twire
Twire
The company:
Legalized prediction-based betting online created a new market that companies like FanDuel, DraftKings, and PrizePicks would eventually dominate. Twire was an early entrant—founded before most competitors existed—but when I joined as interim Head of Design, the team had ideas but no product.
The founders understood there was a market for online sports betting, but hadn't started any real product design work. They were eager to raise enough seed funding to build an MVP, but they needed a compelling product vision to show investors.
The objectives:
create a distinct brand identity that hadn't been seen in the space
develop pitch materials that could close funding rounds,
design a product experience that showcased the thrill and excitement the founders envisioned—not just functional betting mechanics.
My contribution:
As the only designer, I led all of the team's visual identity and brand development, UX strategy, and contributed heavily to the GTM strategy and fundraising materials. The founders gave me complete creative freedom on this project that I rarely experience. There were no component libraries, no legacy templates, no constraints. I designed an immersive, brand-heavy interface that pushed visual boundaries—bold colors, distinctive typography, and personality injected throughout. My goal wasn't to design something unforgettable, not safe or conventional.
The outcome:
The conceptual designs, GTM strategy, and fundraising materials gave the founders exactly what they needed to pitch investors. The product vision was compelling enough to secure seed funding, grow the team, and enter the build phase.
Outcomes
Sample 2 - Vantage
Vantage
The company:
One of the most rewarding projects I led was with Vantage, an organization working to reduce recidivism in the United States where two-thirds of people released from prison return within a few years. Vantage's mission was to help individuals receive fair treatment and successfully reintegrate.
The Problem:
Through research with formerly incarcerated individuals, I identified a critical barrier: rehabilitative requirements were nearly impossible to access. Parolees were required to attend check-ins, complete drug tests, finish counseling sessions, and take mandatory courses—but often had suspended licenses, unreliable transportation, and competing demands from job searches and housing instability.
"It's bad enough going to prison, but then they take away your legs after [referring to a suspended license]. You can't even get around to all the meetings." – Anonymous parolee
The opportunity:
The same research also revealed an opportunity: over 98% of individuals acquired a smartphone within seven days of release. I led the design of a web and mobile platform that allowed parolees to schedule check-ins, locate nearby drug testing centers, access crisis hotlines, and complete progress assessments from any internet-connected device.
My role:
As the designer at the company, I developed the UX strategy, visual identity, and navigation structure for the platform. The design used a Duolingo-inspired progress path to make rehabilitation feel achievable rather than punitive, with colors and iconography chosen to convey growth and optimism. I worked closely with product and engineering to map functional requirements and led usability testing to ensure the experience stayed clear and accessible.
The outcome:
The platform helped Vantage secure a $5M state grant and was used by 50,000 people daily. Beyond the product itself, I worked across the organization to expand design thinking—helping teams see design as a strategic differentiator, not just a visual service.