Before moving into the director role at F1, I came on as a consultant focused on system architecture, interaction design, and journey mapping. I worked directly with senior stakeholders to translate complex product challenges into clear design direction.

I led design across UX and visual for a range of DTC and enterprise clients, building the systems and processes that let the team scale without losing quality. I also built the agency's proprietary design system from the ground up — a framework that eventually powered work across multiple concurrent client builds.

This is where I built my foundation — designing sitemaps, flows, wireframes, and prototypes for responsive commerce platforms while learning to ground every decision in real user behavior.