Senior UX Consultant
I find the problems your team can't see
25 years of field research, 8 industries, 4 startups. I go where your users work, watch what they actually do, and come back with the real problem to solve — not the one in your backlog.
How I Think
Solve the right problems, then solve them right
The highest-ROI technique in all of UX is contextual inquiry — going where people work and watching what they actually do. After just a few rounds, the right problems to solve become ridiculously obvious. It requires an open mind to see them, but there are learnable patterns that help.
Look for hacks
When someone has duct-taped together their own solution, that’s a massive signal pointing at a problem worth solving. I look for workarounds, then dig deeper.
Widen the aperture
The best insights come from adjacent systems and unrelated industries. I explore what feeds into your product, what consumes its outputs, and how other domains solved the same problem.
Question every step
What happens if we delete this step entirely? Take that to its logical conclusion. Then do it again with the next step. You’d be surprised how often this leads somewhere good.
Throw away work
Clinging to the wrong solution is more expensive than starting over. The hardest part isn’t the work — it’s the courage to let it go when the evidence says you should.
Services
What I can do for your team
Find the real problem
I go where your users work, observe what they actually do, and come back with the problem worth solving — not the one in your backlog. Discovery sprints, contextual inquiry, field research.
Design the right solution
Once we know what to build, I design it — from wireframes through high-fidelity UI and design systems. Interfaces your team can own and evolve.
Raise the team’s game
An outside perspective on what’s broken and why. I audit your product, coach your designers, and train your team on contextual inquiry so the insights keep coming after I leave.
Selected Work
Projects that shaped complex products
Process
How I work
Discover
Go where users work. Contextual inquiry, field observation, stakeholder interviews. Understand the real problem before touching a pixel.
Define
Synthesize what you found. Turn research into a sharp problem statement — the one worth solving, not the one in the backlog.
Design
Wireframes, prototypes, iteration loops with real users. Kill ideas that don’t survive contact with reality.
Deliver
Final UI, design system, developer handoff. I stay through implementation because fidelity is where most designs die.
About
Farm kid. Engineer. Problem finder.
I grew up on a farm in Baja California, studied electronics engineering in Mexico City, and moved to Vancouver in 1998 to join Nokia during the mobile revolution. Since then I've designed for couriers at FedEx, soldiers at General Dynamics, pharmacists at McKesson, and wireless engineers at iBwave. I've co-founded four startups. The thread through all of it: I go where people work, watch what they actually do, and find the problem no one else can see.
Read my full storyLet's Work Together
Ready to bring clarity to your product?
Whether your team is stuck, building the wrong thing, or needs an outside perspective — let's start with a 30-minute conversation.
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