About Me

Hello, I am a highly-collaborative UX Product Manager and User Researcher, driven to bring exceptionally high-quality user experiences. I have a diverse background in the mobile device and automotive industries, as well as exceptional proficiency in creating innovative concepts and converting research insights into valuable product enhancements.

Thank you very much for visiting my site, and please take a look at my work below. I would love to discuss with you how I could positively contribute to improving your customer's experience.


[PDF, 0.5MB]



  • Product management
  • Feature set definition
  • Cross-discipline collaboration
  • Effecting communication
  • Brainstorming
  • Strong presenter
  • Data analysis

User Research

  • Usability testing
  • Interviewing
  • Competitive analysis
  • Contextual inquiry
  • Task analysis
  • Heuristic evaluation
  • Think aloud
  • Survey creation and analysis
  • Focus groups

UX Design

  • Concept Development
  • Iterative Design Process
  • Wireframing
  • Rapid Prototyping
  • Persona Development
  • Scenario Development
  • User narratives
  • Storyboarding


  • English (native)
  • Italian (moderate)
  • Korean (beginner)

My Works


Value driven convenience

Taxi+ is a concept that allowed users to send a request for a taxi to pick them up. It should be noted that although this functionality is within Uber, the team had no knowledge of Uber at the time this was created (early 2012) and independently developed this idea. In retrospect, this idea utilizing taxis may face far fewer regulatory problems, however is admittedly less disruptive to transportation as a whole. We also envisioned a dynamic advertising mechanism that would allow the driver to make additional money by showing contextually targeted advertising through a screen in the backseat (such as if they are going to a bar, showing them a drink advertisement, or a travel advertisement in the case they were going to the airport).

The concept would allow users to send their location and the taxi would acknowledge the request and go pick them up. Once acknowledged, the user would be made aware of the taxi pick-up time as well as the taxi number. The application would also seamlessly share their destination with the driver (after acknowledgement) and share the final ETA with the user. We felt this was important so the user could know when they would arrive as well as not have to worry about going to the wrong destination (O, you meant the Starbucks on Oak and Elm, not Oak and Cedar?!)

We felt there was tremendous value for all parties. Social, Economic, and Technology (SET) analysis showed that culturally the market would be ready for such an idea. A product opportunity gap analysis showed taxis could make more money by minimizing their empty time, and customers would have more convenience and transparency. Personas were created and the value diagram highlights the various benefits to all parties. Lastly, a service blueprint provided an outline of how the service would work along with the various points of interaction between the groups.

This project included:

  • Social, Economic, and Technology (SET) analysis
  • Product Opportunity Gap analysis highlighting where the gaps are in the current market and how value could be created by closing those gaps with this concept
  • Persona creation
  • Value diagram outlining the various sources of value created for all parties in the chain
  • Service Blueprint

Download Documentation [pdf, 1MB]


A mobile solution to help professionals optimize their commute

Kaja was a team project to conceptualize a mobile solution to help professionals optimize their commute. We surveyed 14 commuters across several demographics to identify user needs. Two dominant concerns arose, as we found users were very concerned with avoiding delays, and notifying others in case they may be late. We identified user values and created personas to guide our design process. We then created wireframes using Balsamiq in order to get feedback and identified that for this application the interactions needed to be both simple and powerful and allow rich functionality in single-action interactions. In parallel we created the branding for the application including the name, logo design, and color palette. Finally the application culminated in creating a design specification, and a final pitch showing a common scenario of its usage.

This project included:

  • Survey user research
  • Persona Development
  • Wire framing using Balsamiq
  • Interaction design
  • Branding design including naming, logo design, and color palette
  • Final design specification

The final deliverables were a pitch that was presented to our professors and peers as well as a design process document that outlined our work in detail. It is highly suggested to download these documents to get more information.

Download Pitch Document [pdf, 4MB]

Download Process Deliverable [pdf, 6MB]


A liberating parking experience

SmartPark+ was a team project to develop a holistic conceptual solution that could provide value and convenience for both parkers and parking authorities. The app leverages easily implementable technology to allow people to pay for parking through their mobile phone. The user simply opens the app, pairs to the existing meter (using a unique number or QR code) and SmartPark+ would automatically start charging them for parking. When they are ready to leave, they simply unpair and drive away and SmartPark+ handles the rest.

This solution offers many conveniences to the user. It will eliminate the need to carry around coins as well as worrying about whether your meter will run out. It can even find parking for you and guide you back to your car.

Parking Administrators can enjoy the benefits of easy management and efficient patrolling as the app will tell them which of the spots they need to check. They also save money by reducing the amount of coins that need to be collected and reduce their maintenance costs by converting a portion of the meters to SmartPark+ signs instead of more costly traditional meters.

The project culminated with a pitch to VC's to get their feedback on whether it was feasible and a project they would be interested in funding. The project showed a lot of promise, but the team members wanted to pursue other ventures.

This project included:

  • Value flow diagram that outlines the value generated for the various parties
  • Financial Summary outlining the estimated start up costs, annual revenues, and profits
  • Persona creation
  • Scenerio Generation
  • Storyboard Generation
  • Outlines of the key use cases including detailed functionality in block diagram
  • User Interface design for both parkers and parking enforcement officers
  • Wireframes

Download Documentation [pdf, 11MB]

Audi A6, A7, and Q7 User Studies

General infotainment usability study

We sought to benchmark Audi's then prototype MLB Evo system which is now found in the current Q7 and A4 platforms. To do this we wanted to compare task time and satisfaction for core automotive infotainment tasks to the predecessor system which can be found in the A6/A7 platforms. Fifteen participants went through twenty individual tasks on both systems and the findings were compiled into a report including potential solutions proposed and visualized with the UX design team. Several key findings were found in touch input and we went on to work closely with the text input team to optimize the system for American handwriting styles.

Key areas of focus included:

  • Navigation
  • Phone
  • Radio
  • Connectivity features
  • Car/Vehicle options
  • General Concept
  • Touchpad and text input

My personal involvement on this project included:

  • Gaining budget and resources for the activity, especially participant recruitment
  • Developing the task list
  • Setting up and organizing space and equipment for the testing (including prototype test equipment)
  • Conducting the 15 user studies
  • Viewing film and compiling the quantitative findings
  • Analyzing task time and satisfaction data with each task
  • Identifying major and minor findings
  • Identifying solutions to those findings
  • Working with the design team to visualize those findings
  • Present the findings to the core UX (HMI) development team in Germany

The report was well received by the Audi senior management and gained key legitimacy of the needs of the US market with the core HMI team in Germany. Excerpts from the report can be found above, and more information can be available on request if appropriate.

Audi/VW HMI Optimization Process

HMI Adaptations and Local Optimizations

HALO was a process led by myself with critical support from the United States UX design team to aggregate and focus the feedback that was being sent to the core development teams in the headquarters in Germany as well as provide high-quality solution proposals. This process was conducted for both VW and Audi with my leadership across both brand processes.

Several inputs were critical to the process including:

  • JD Power Data and evaluations
  • User Studies findings
  • Experiences from functional testers using prototype systems
  • Marketing feedback
  • Competitive Benchmarking

These inputs were prioritized for their impact on the customer experience and then I worked with the UX design team to develop and visualize solutions. These solutions were discussed with a core group from marketing, quality, design, and management, and then presented in person in Germany to the core HMI and functional definition teams, as well as often the senior management of the electronics groups.

This process was extremely important to providing user feedback from the United States market and was the basis for later worldwide HMI requirements gathering and planning. Excerpts of some of the proposals can be found above.

JD Power IQS Analysis for Audi

Utilizing the voice of the customer

In my role as JD Power data analyst, I brought more structure and depth to Audi's analysis process. The IQS very large data set comprising not just 3,000 Audi surveys, but also ~80,000 surveys across the industry and both quantitative, as well as qualitative methods, are needed. I introduced several new methods such as ranking priority based off of gap to industry average to identify those topics where solutions were already available in the market place. Affinity diagramming/card sorting was also very critical drill into the true root cause of each complaint type. This gave greater focus to the development teams on how to resolve the complaints.

Now instead of hearing the generic comment that 4% of customers complain about the Media Device Ports, we were able to show that that customers wanted USB ports both under the armrest and near the cupholders. These analysis techniques allowed us to utilize our development resources much more efficiently while addressing customer complaints and feedback in more meaningful ways.

Additionally, I would also utilize competitive benchmarking to identify strong solutions in the industry and these solutions became part of the design guidelines for future developments.