$40  / per hour

Years of experience



As a Principal Experience Designer at HUMMs.io, I excel in capturing consumers' perspectives and sentiments, translating them into actionable insights that drive informed decision-making. My expertise lies in breaking down complex concepts into simple, digestible pieces, making me a reliable partner for businesses seeking to grow their market share, align product branding with marketing campaigns, improve workflow processes, or viability test concepts. I specialize in translating complex data into compelling stories that address specific opportunities and challenges, ensuring customer satisfaction and business success. My work with top-tier clients like Apple, Behr, and Kraft-Heinz showcases my ability to deliver results that matter. My experience spans multiple roles, including my current position as Customer Experience (CX) Design & Insights Manager at American Tire Distributors and previous roles at Project Management Institute and C Space. I have led key initiatives in B2B, product portfolio, and Generative AI, applying design and systems thinking to drive innovation and market expansion. My proficiency in qualitative and mixed-methods research, data synthesis, and analysis enables me to provide strategic insights and actionable recommendations. With a strong background in education, holding degrees in Business Administration and Graphic Design, I bring a well-rounded approach to CX design and research, dedicated to moving beyond assumptions to deliver evidence-based insights and solutions.

Tech Stack

CX, Miro, Power BI, Python, SQL, Tableau


  • Specializing in Product Design, Qualitative Research, Prototyping, and Testing to deliver collaborative, evidence-based insights and solutions for brands like Apple, Behr, and Kraft-Heinz.
  • Designing and conducting qualitative research studies using various methods such as in-depth interviews, participant observation, and co-creative workshops to gather strategic insights.
  • Utilizing the latest technology and tools for qualitative data synthesis and analysis, translating complex data into actionable insights to meet business objectives.
  • Effectively communicating research findings to project stakeholders and executives, crafting narratives that highlight key insights, opportunities, and challenges.
  • Spearheading initiatives to enhance product portfolios, applying design and systems thinking to innovate and identify opportunities for groundbreaking change.
  • Partnering with clients to align product branding with marketing campaigns, improve workflow processes, and develop strategic plans based on customer insights and feedback.
  • Conducting and facilitating mixed research methods, including longitudinal experience journaling and validation surveys, to guide executive strategy and business decisions.

Employment history

Design & Insights Manager, American Tire Distributors March 2024 - Present

• Develop and implement a comprehensive CX strategy aligned with ATD’s vision to be the most connected and insightful automotive solutions provider.
• Collaborate with cross-functional teams to ensure CX initiatives are integrated into the overall business strategy.
• Lead the design of customer journeys, ensuring a seamless and consistent experience across all touchpoints.
• Utilize design thinking methodologies to create and refine customer personas, journey maps, and service blueprints.
• Conduct qualitative and quantitative research to gather customer insights and understand customer needs, preferences, and pain points.
• Analyze customer feedback and data to identify trends, opportunities, and areas for improvement.
• Develop metrics and KPIs to measure the effectiveness of CX initiatives.
• Monitor and report on CX performance, providing actionable insights to drive continuous improvement.
• Work closely with internal stakeholders, including marketing, sales, product development, and operations, to ensure a customer-centric approach.
• Present findings and recommendations to senior leadership to influence strategic decisions.
• Stay abreast of industry trends, best practices, and emerging technologies in customer experience and insights.
• Implement innovative solutions to enhance the customer experience and differentiate ATD in the market.
• Oversee the execution of CX programs and initiatives, ensuring they are delivered on time, within scope, and within budget.
• Manage external partners and vendors as needed to support CX projects.
• Champion the voice of the customer within the organization.
• Advocate for customer needs and priorities in decision-making processes.
• Provide training and support to employees on CX principles and practices.
• Foster a customer-centric culture throughout the organization.
• Identify and implement continuous improvement initiatives to enhance the overall customer experience.
• Leverage customer feedback to drive innovation and improvements in products, services, and processes.

Principal Customer Experience (CX) Designer, HUMMs.io January 2018 - Present

• Specializes in Product Design, Qualitative Research, rototyping, and Testing, employing a variety of innovative approaches.
• Expert in designing and conducting qualitative research studies using the most effective methods, tools, and approaches to align with project goals and deadlines,
• Skilled in raw data collection including preparatory and secondary research, self-ethnography, online-ethnography, participant observation, qualitative surveys, in-depth interviews, focus groups,
and co-creative workshops.
• Utilizes the latest technology and tools for qualitative data synthesis and analysis, delivering actionable insights to meet business objectives. Profound knowledge and experience in qual-quant research tools.
• Adept at communicating findings to project stakeholders and executives, translating complex data into a cohesive narrative that highlights insights, opportunities, and challenges.

Sr. Customer Experience (CX) Designer, Project Management Institute April 2022 - January 2024

• Spearheaded key initiatives in B2B, product portfolio, and Front-Lines Gen AI, sparking major innovations.
• Applied design and systems thinking to shake up the status quo and open new market frontiers.
• Drove product excellence, from evaluation to reinvention, pinpointing opportunities for groundbreaking change.
• Key player in enhancing learning products, aligning them with the latest in edtech.
• Conducted in-depth analysis on 19 products, blending strategic insight with a keen eye for improvement.
• Mastered mixed-methods research to boost product impact and customer experience across multiple journeys

Sr. Customer Experience (CX) Research and Design,C Space August 2021 - January 2023

• Partnered with giants like Apple and Kraft Heinz, using sharp CX insights to revamp their customer journeys and sharpen their market edge.
• Drove a CX makeover, diving deep with design thinking and research over three months to unlock what really makes target customers tick.
• Led strategy pow-wows, aligning product vibes with marketing mojo, turning video focus group gold into design decisions that hit the mark.
• Turned customer chatter into strategic masterpieces, painting the big picture with infographics that reshaped how brands are seen and felt.

Producer, Strategize This October 2020 - July 2022

• Conceptualize, plan, and develop engaging content for the show, ensuring it aligns with the brand’s vision and objectives.
• Collaborate with hosts and guests to create conversation topics and interview questions rooted in the creative industry.
• Identify and invite potential guests who can provide valuable insights and perspectives on relevant topics.
• Manage communication and scheduling with guests, ensuring a smooth experience before, during, and after their participation.
• Oversee the entire production process, from pre-production planning to post-production editing.
• Ensure all technical aspects, including audio and video quality, are up to professional standards.
• Write scripts and create storyboards to guide the flow of each episode, ensuring clarity and coherence.
• Adapt content as needed to maintain audience engagement and interest.
• Manage the production budget, ensuring cost-effective use of resources while maintaining high-quality output.
• Allocate resources efficiently, including personnel, equipment, and time.
• Set up and operate recording equipment, including cameras, microphones, and lighting.
• Troubleshoot technical issues during recording sessions to minimize disruptions.
• Oversee the editing process, ensuring final content is polished and aligns with the creative vision.
• Incorporate graphics, music, and other elements to enhance the overall production value.
• Develop strategies to engage the audience before, during, and after episodes.
• Monitor audience feedback and adjust content and approach based on viewer responses and preferences.
• Collaborate with the marketing team to promote episodes through various channels, including social media, email newsletters, and partnerships.
• Create promotional materials and campaigns to increase visibility and attract a wider audience.
• Lead and coordinate a team of writers, editors, and other production staff.
• Ensure effective communication and collaboration among team members to meet production deadlines.
• Stay updated on trends and developments in the creative industry to ensure content remains relevant and insightful.
• Research new formats, techniques, and technologies to continually improve the production process.
• Conduct thorough reviews of all content to ensure it meets quality standards and adheres to the show’s style and tone.
• Implement feedback from stakeholders to refine and improve future episodes.
• By fulfilling these responsibilities, the Producer at Strategize This played a crucial role in creating compelling and insightful content that engaged audiences and showcased the creativity and expertise of guests from the creative industry.

CX Research and Design, MAARK September 2021 - March 2022

• Partnered with Forrester and Marriott, injecting fresh CX strategies to redefine their customer journeys.
• Kicked off a focused, 45-day CX investigation, blending design thinking with practical research to prototype a game-changing
• Internal tool reshaping techstack globally for specific processes.
• Drew insights from global event feedback, piecing together a visionary plan for next-level service offerings.
• Cut through complexity with targeted interviews, mapping out a clear path to iron out service experience wrinkles, ensuring solutions truly hit the mark.

Education history

Southern New Hampshire University 2018 - 2019 Bachelor of Business Administration - BBA, Graphic Design
Southern New Hampshire University 2015 - 2018 Associate's degree, Business Administration, Management and
New England Institute of Technology 2012 - 2015 Associate's degree, Automotive Engineering Technology
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