Operated an agency and studio space in Los Angeles consulting on creative projects focusing on concept development, physical production, and digital design. Secured 20 clients, helping produce events, build brands, and develop websites. Select clients include Janet Jackson, Fender Guitars, and the City of Culver City, CA.

Assisted co-founders and engineers at an all-in-one B2B wholesale platform for luxury goods utilized at Paris, London, NYC & Mumbai fashion weeks. The designs I implemented converted to 18 enterprise accounts. Backed by Sequoia, Farfetch & LVMH. Work concluded with +110% in revenue for partnering fashion labels.

Managed a design strategy team for the Adidas Alpha project. Collaborated with Adidas researchers to understand emerging markets before developing a go-to market campaign. Facilitated project planning, corporate reporting, and deliverable oversight.

UI & UX Design

I redesigned Hammerhead's ecosystem of workout tools. In doing so, I revisited assumptions we had previously made regarding our then-neglected support for structured training. My deliverables included tools for web-based training plans, device-based workout configuration, integrations with partner companies, and a novel set of data visualizations to follow structured workouts during bike rides. My research showed that to sell a better training experience, users needed to solve problems across touch points in their product journey. I've studied training principles from our professional athletes and simplified their training insights into a consumer-friendly tool. The resulting product capitalizes on best-in-class methods and tooling while simplifying the complex nature of endurance training.

CLIMBER is a feature of the Karoo series of cycling computers that visualizes the upcoming climbs a rider faces during a bike ride. CLIMBER was initially designed for the competition needs of the professional cycling team Israel Start-up Nation. We adapted their designs into a unique feature set for everyday cyclists. Since then, CLIMBER has been on the handlebars of several Tour de France stage wins. Follow-up user insights led a patent with our Predictive Path Technology.

The early operating system we had designed for the Karoo cycling GPS proposed a simple in-ride experience without much concern for future feature growth. While there was a place for every in-ride action a rider might want to perform on the device, that subset of in-ride actions was limited. We supported only a handful of device controls at the time. To account for the increasing number of in-ride features, we had to rethink fundamental design patterns for consistency and ease of use. So, we created the Control Center. Control Center is a system-wide Karoo OS experience first released in 2021. It allows cyclists to trigger ride-critical functions, like changing workouts or routing models. All while maintaining accessibility in the real world and on the bike.

At the core of the Hammerhead Karoo's operating system is a UX model we call rider profiles. Initially, this concept didn't exist on the device. As we built new features, new settings inevitably crept into the settings app. Users were confronted with an issue: they had to open their settings more and more as they switched between riding styles. This menu jumping added to the time-to-ride, getting in the way of getting on the bike. The problem became apparent only after a series of UX symptoms grew. I was tasked with addressing this nuanced and hidden issue. The resulting work became our rider profile model. Rider profiles allow users to embed configurations dependent on each ride context. Profiles mean riders can get riding with fewer taps and less frustration.

The Karoo 2 is a cycling computer first released in 2020, aimed at disrupting the then-stagnant bike GPS market. Featuring a modern, user-friendly OS built on Android, it offers advanced navigation and route planning capabilities. My work on this project involved redesigning core operating system design patterns, leading feature development, and establishing an iterative user research framework. My role evolved significantly post-acquisition by SRAM LLC, focusing on integrating teams and processes within the new organizational structure. Since the release of the Karoo 2, it's become the head unit of choice for 3 UCI World-Tour teams competing in the Tour de France. As of 2023, Karoo 2 has supported over 4M+ rides by 65k+ riders.

The Hammerhead Dashboard is a primary touchpoint in the Karoo bike computer ecosystem, designed to support the user experience with account management and tooling to interact with Hammerhead data primitives– Routes, Rides, and Workouts. This web-based platform extends the capabilities of Karoo devices, providing an interface for complex interfaces like route building & data analysis. Along with data management for account settings, the Dashboard supports the integration with third-party partners like Strava, TrainingPeaks, and the SRAM AXS App.

Gathers was a industry research project looking at the evolving relationship between people and food-centric experiences, inspired by transformations in the pre-Covid restaurant industry. Our research pinpointed a surge in startup dining experiences emerging from cities like NY and LA, with supper clubs like Hwoo's Maru and Pith by Jonah Reider. These clubs represented a broader trend of event-driven experiences. As we delved deeper, operational challenges became evident, especially as these events scaled. To address these challenges, we created a comprehensive platform offering boutique ticketing, finance, and CRM solutions tailored to empower and aid individual creators in their growth.

Via Glow in the Dirt, I was approached by an up and coming film production studio out of Vancouver– GOOD–IDEA® Studio. The group gave us their trust in making the initial website to host their portfolio. We worked with designer Lea Schwegler to turn her comprehensive design language into an interactive landing page.

Proposed a new activation and go to market strategy for Alpha in 2021, to launch both the Adidas footwear product line & beyond. The focused product offerings centered around training support & education for young athletes.

Worked alongside a team at USC Iovine-Young consulting with Fender Guitars on a point-of-purchase experience. After examining market trends, we recommended Fender take back ownership of the retail experience, rather than relying on Guitar Center employees to be the front line for selling their products. I delivered experience concepts including CAD models and visualization. The concepts were iterated on with Evan Jones, the then Chief Marketing Officer at Fender.

Worked on the early stage software for the original Hammerhead Karoo cycling computer. Developed the initial map styles for use on the web-dashboard and in-ride on the device itself. Planned and built the Karoo's motion graphic language, including startup boot animations.

Karoo 2 was chosen as a WIRED magazine gear pick in 2022

Karoo 2 was awarded "Gear of the Year" by Cycling News magazine

Karoo 2 was awarded the title of Bicycling Magazine's "Editors' Choice"

Awarded Site of the Day for web design and development of the Glow in the Dirt website.

Created a novel method for the design and manufacturing of custom ear plugs and molded-ear inserts using iOS Face ID technology. By using the LiDAR sensors on Apple devices, I was able to create detailed 3D scans of my friends' ears and was able to fabricate with SLA 3D printers the required molds. Once the molds were printed, I was able to rapidly produce and improve on the scans.

To accompany my writeup, titled "In Search of Birch", I used LiDAR data to generate 3 isometric mountain scenes to be printed. The LiDAR data was derived from several datasets made public by the Norwegian government. The shots consist of ~500,000,000 complied data points. On each scene I've inscribed with pen the lines I attempted to climb during my trip to the region. The resulting deliverables included a series of 12–4"x6" prints, and 3–16"x24" prints.