I spent 10 years as a registered nurse, half of it as a clinical technology manager evaluating and implementing medical systems for clinical staff. High stakes UX before I knew what to call it.
During that same stretch I built Grassroots Modern, a design blog that grew to
50,000 monthly readers and led to writing for
Dwell magazine and producing content for
Ford. A move to Austin gave me the opportunity to start fresh. I designed and built a website from scratch around a focused niche,
modern homes in Austin. It was my primary source of business for over a decade, bringing in
95% of my leads and
$45M in sales. It was my first real lesson in user acquisition and conversion. It also made me realize what I actually wanted to do was design the things people were interacting with. So I went and learned it properly, 480 hours at Designlab, where
My Praia and the
Pet Rodeo redesign started.
I've always been drawn to the moment when someone picks something up and it just works. That instinct has driven everything I've built, furniture, ceramics, kitchens, and a home featured in Dwell. The material changes. The curiosity doesn't.
