(1997) Designed the first highly successful interactive HTML email campaign that generated over 1,000 opt-in customers per hour.

(1998) I founded PremiumContractors.com, a web portal for finding the best construction contractors using a rating model later replicated by Yelp ​

(1999) My first application design. I architected an innovative shopping application whose logic and UX were so precise that the build was completed by one developer in two weeks—a feat that showcased the power of a 'design-first' development model and launched my career as a product designer.

(1999) I founded the instructional video startup OIVS. Online Instructional Videos pioneered both low-bandwidth 56k video compression and visual-led learning frameworks. Although the company faced the typical venture-funding hurdles of the era, I recognized the industry-shifting potential of my work and shared my proprietary designs and strategy with Lynda Weinman. Seeing these foundational concepts help scale Lynda.com into a global leader remains a proud milestone of my career and a definitive validation of my early product vision.

(1999–2012) For over 13 years, I was recognized by Macromedia and Adobe as a product expert and evangelist for Fireworks. I was the only untested, Adobe-certified ACE (Adobe Community Expert).

(2005) At Sonic Solutions (Roxio/Toast), I redesigned a media player landing page that generated an additional $10,000 in monthly revenue.

(2006) Led the Roxio Beta Playground, a dedicated area for new product ideas and customer validation.

(2006) I redesigned Digital River's entire shopping experience for Sonic Solutions, addressing a 98% cart drop-out rate. Introduced innovative cart changes (still evident in most carts today) that resulted in a 38% reduction in cart abandonment, including:

• One-page checkout process.

• Conditional 'Same as Shipping' toggle to prevent redundant address population.

• Real-time tax and shipping calculations, to provide cost transparency and eliminate 'price shock' at checkout.

• "Continue Shopping" capabilities.

• Pre-submission confirmation to verify order details and minimize post-purchase friction.

• Pioneered behavioral 'stall discounts' to recover potentially lost revenue from hesitant shoppers.

(2007) At Searchforce, I design and participated in creating one of the first Saas applications built using Macromedia Flex-based applications, which offered a 100% vector-based UI with full vertical and horizontal resizing capabilities.

(2008) At DemandTec, I created one of the First-ever Design Systems (a web-based component library), and I developed a method to hack Fireworks application files to share symbols (Fireworks' name for components) across the design team.

(2009) Early Pioneer of Design Systems Part 1. I delivered a landmark presentation at Adobe that established a blueprint for modern design systems.

I evangelized the use of Design Patterns as a foundation for both user familiarity and revolutionary innovation. During the session, I demonstrated a Fireworks application hack to enable cross-team symbol sharing—a direct precursor to the shared component libraries used today. I showcased the power of this systemic approach by proving how one universal pagination component could solve 12 complex use cases through iterative design. These concepts served as a catalyst for designers to move beyond static assets and adopt scalable, systemic workflows.

(2009) Influencing the Future of Design Tooling: I actively advocated for the evolution of design software, proposing the concept of cloud-hosted, shareable symbol (component) libraries long before they became an industry standard. Having consulted with Adobe’s product teams on many occasions to advocate for server-side component hosting, I occupied a unique space in the early movement toward integrated Design Systems. These collaborative, systemic workflows eventually defined the roadmap for modern platforms like Figma and established the foundation for how global design teams scale today.

(2008) Pioneered Intuitive Information Architecture. At DemandTec, I solved a fundamental product discovery conflict by introducing tag-based organization. After identifying the limitations of rigid hierarchies—such as the debate over whether a product like yogurt belonged to a single category—I designed a tagging system that allowed for multi-category discovery. This breakthrough was so effective that I have successfully established it as a core architectural standard at every company where I have led design since.

(2009) Visionary Innovation:
The Frictionless and Personalized Brick and Mortar Retail Concept
I designed a conceptual framework to solve the growing competitive gap between e-commerce personalization and brick-and-mortar retail. My vision was to bring the "Amazon-type personalization experience" directly to the physical aisle.

• The Innovation: I designed a mobile-integrated, NFC-enabled shopping experience that allowed customers to discover, price, and purchase products directly from the cart they were pushing through the store.

• And focusing on experience improvements, I championed a 'zero-friction' shopping experience by designing a system that brought the checkout directly to the aisle. This eliminated the final hurdle of the physical retail journey—the checkout line—creating a truly autonomous and customer-centric experience.

• Personalization at Scale: The system unlocked digital-only benefits in a physical space, including automated shopping reminders based on purchase history, real-time personalized coupons, and data-driven product recommendations.

• Architecting the Future: Beyond the interface, I tackled the complex logic of physical-to-digital synchronization, prototyping solutions for real-world challenges like theft prevention and dynamic inventory updates when items were returned to shelves.

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