I started my career over a decade ago in ad tech, working at the intersection of human and computer interaction. Over time, I found myself drawn to the why behind the numbers — to the individuals behind the decisions, habits,
and needs.
That shift led me into the world of UX, where I now blend qualitative and quantitative methods to help teams design with empathy and clarity. Whether it’s a concept test or a journey map, I aim to bring the user’s voice forward in a way that’s compelling, actionable, and grounded in context.
What’s Kaizen?
What’s Kaizen?
Kaizen is a Japanese philosophy based on making continuous improvement.
I first came across the concept as a teenager, and it’s stuck with me ever since. It’s a mindset I’ve applied to everything I care about: my art, my Jiu Jitsu, my work, and my personal growth. To me, Kaizen isn’t about perfection—it’s about learning joyfully, getting better without burning out, and remaining playfully curious.
During the pandemic, I began helping small businesses and friends with early-stage startups build research strategies to guide their marketing and decision-making—skills I’d sharpened during my six years at AOL. Over time, it grew into a rhythm: I had regular clients, a growing body of work, and one principle that kept guiding me
forward—Kaizen.
That’s what I decided to call my approach. A way of working that helps businesses improve by helping me
improve, too.