About me

I joined Meta in 2022 to lead 0-to-1 design on WhatsApp’s business platform, first the Cloud API and then Marketing Messages. I set direction and wrote the requirements as often as I designed.

On Marketing Messages I co-led a two-year north-star vision as the WhatsApp expert on the work, owning the conversational experience end to end. It landed roadmap commitments across partner teams and spun out two new teams, whose charters I co-wrote. I then rebuilt self-serve onboarding, growing businesses onboarded ~5.6x.

I increased completion rates 4x for an AI training experience by arguing the bottleneck was the product logic, not the interface: high-confidence updates could apply automatically, with the rest routed to review.

I then took on a newly launched product and its adoption problem. Working with data science, GTM and engineering, I cleared the path to launch and cut the timeline 9x. Adoption grew ~70x, and the playbook I co-wrote is now used by teams launching 0-1 products in Ads Manager.

AI is where I want to spend the rest of my career: designing patterns that don’t exist yet, and getting other designers building. I taught 80+ designers to ship production code with Claude Code. This site is one of the results.

I’m looking for the next 0-to-1 problem at a company building AI products, the kind where nobody has decided what the thing should be yet.

None of it started there. I was the founding designer at Panda AI, which became Meetingflow and was later acquired, and a PM/design hybrid at Panzura while I finished my Human Centered Design & Engineering degree at UW.

I’m in Seattle with my wife, mentoring UW design students, playing guitar, and building half-formed ideas into real things with Claude.