Designing Insight-Driven Digital Experiences
Optimizing digital journeys through research and experimentation
Senior Product Experience Designer in State Farm’s Innovation Group, specializing in early-stage validation and consumer research at scale. I translate behavioral insight and business priorities into testable product strategies and intuitive digital experiences. With 15+ years in web, brand, and product innovation, I focus on reducing friction, clarifying value, and strengthening high-intent user journeys.
Skills & Abilities
Product & Growth Strategy
Consumer research, concept validation, hypothesis development, opportunity framing, experiment design
UX & Interaction Design
User journeys, information architecture, responsive web design, prototyping, usability testing
Research & Insight
Qualitative and quantitative methods, remote research, behavioral analysis, insight synthesis
Experimentation & Optimization
A/B testing support, performance analysis, friction reduction, high-intent journey design
Design Systems & Visual Craft
Scalable UI systems, brand alignment, interaction patterns
Tools
Figma, Adobe Creative Suite, Axure, Sketch, UserTesting, dScout, Suzy, Qualtrics, Mural, Miro
Philosophy
The best digital experiences are built through research, tested through experimentation, and refined through iteration. When human insight aligns with business intent, products become both intuitive and measurable.
My Approach to Product Strategy
Effective digital experiences begin with understanding behavior. I uncover unmet needs through research and validation, identifying not only what people want, but what prevents them from acting.
I translate insight into clear opportunity areas, user journeys, and testable solutions that balance user goals with business priorities and technical feasibility.
Through structured collaboration and rapid prototyping, I refine concepts into scalable experiences that reduce friction and strengthen performance.
The most rewarding part of the work is seeing validated ideas evolve into products people trust and adopt—driving clarity, confidence, and measurable impact over time.