Behavior design for busy people

Dense workflows, packed schedules, real constraints. I use psychology to make them feel simple, and testing to prove it.

See the work →

Currently

Building
Ritual, a Chrome extension that rearranges the screen so focusing is the easy choice. [ship date]
Rebuilding
The messiest screen in a dealership workspace.
Studying
MHCID, UC Irvine.

About

Psychology, recruiting, then design.

Amazon, Meta and Riot taught me how people actually decide. Design is where I do something about it.

Working on something messy?

Say hi →

Case studies

What I built, and what it changed.

RecLink prototype: a recommendation with Good, Aftermarket and Best priced options
2026 · myKaarma · Product design8 min

One price per line was the whole problem.

Rebuilding the shop-floor estimate tool with Good/Better/Best pricing, itemised parts and tire sales, kept consistent across the three screens that render the same data.

1 → 3price tiers per recommendationRead →
The Vidsy inspiration library on a laptop, on an olive-green desk
2024 · Vidsy · Product design + AI6 min

An inspiration library people actually opened.

A reference library everyone agreed was useful and avoided, redesigned around how people actually searched.

63 → 92%findability, before → afterRead →
The 1st Central quote page on a phone, on grey concrete
2021 · 1st Central · Conversion.com7 min

Selling insurance from a brand nobody recognised.

Six weeks to rebuild a quote journey around the moment people decide to trust you.

+£35mprojected, five yearsRead →
The Riot Talent Hub on a desktop monitor, on a light wooden desk
2019 · Riot Games · First product6 min

Where the answer used to be a person.

A recruiting knowledge hub designed by the recruiter who kept asking to do design. Honest about what shipped.

11interviews, 3 audiencesRead →

Snapshots

Small problems, neat fixes.

2026 · myKaarma · Feature1 min

Capturing why customers say no

Too expensive right nowWill do it elsewhereDoesn't seem urgentOther
CAPTURED
Problem
Advisors marked recommendations declined and moved on. Nobody knew why.
Move
A one-tap reason picker at the exact moment of the decline, defaults tuned so it's faster to answer than to skip.
2026 · myKaarma · Indicator1 min

Telling a dealer what they don't have

LIGHT
Problem
Two tiers of ServiceCart, one interface. People on the light tier kept hitting doors that didn't open.
Move
A quiet tier indicator plus honest empty states that name the feature and how to get it, instead of hiding it.
2026 · myKaarma · Mobile1 min

Check-in that knows what the car said

Problem
Diagnostic pods reported status the advisor never saw during mobile check-in. Two systems, one customer, zero shared context.
Move
Pod status surfaced inline on the check-in screen, in the advisor's language, at the moment they're standing next to the car.
2024 · Vidsy · Mini project1 min

Turning vague feedback into edits

Problem
Clients left notes like "make it pop." Editors guessed. Rounds multiplied.
Move
An AI assist that reads the note and offers three concrete, editable revisions the client picks from before it reaches an editor.
2023 · Spec · Mobile1 min

A fitness onboarding that doesn't nag

Problem
The app asked for seven preferences before you could log a single workout.
Move
Log first, ask later. Preferences requested one at a time, each right after the moment it would have been useful.
2022 · 1st Central · Flow1 min

One question per screen, on purpose

STEP 4 / 9
Problem
A long insurance quote form people abandoned partway, mostly on mobile.
Move
Split the form into single questions with visible progress and honest defaults, so each screen felt finishable.

About

I'm a product designer blending psychology, visual craft, and a recruiter's read on why people actually decide.

At Vidsy I led an AI-powered inspiration library; before that I was recruiting at Amazon, Meta, and Riot Games, which taught me more about user behavior than any course did.

Right now I'm at myKaarma rebuilding the messiest screen in a dealership workspace, and studying for my MHCID at UC Irvine on the side.

FIGMA · WEBFLOW · AFTER EFFECTS · RESEARCH REPOS IN AIRTABLE