ABOUT

The best work I’ve done rarely showed up on a screen.

For six years I led design at ArborXR, an enterprise XR platform that grew out of a startup called SpringboardVR. I owned the UX across the whole product, managed a small team, and built a research practice that kept us in steady contact with hundreds of customers.

I’m the person who opens the box and asks why it’s built this way – and whether it has to be. That one question is what kept us building the right thing instead of just the next thing.

That’s the work I’ve been doing for fifteen years, as a design leader and, since 2012, as an independent consultant with teams like CVS Health, GasBuddy, and a string of startups. Discovery, research, and the unglamorous business of turning what customers tell you into a decision your team can act on.

Somewhere in the last few years, that work got more important, not less. AI made a competent interface cheap to produce. At ArborXR I leaned into it, using AI to compress the synthesis and documentation, with people kept firmly in the loop, so the team could spend its judgment on the questions that actually needed a human. The screens got faster to make. Knowing what was worth making did not.

So that’s what I do now, on a fractional basis: I’m the senior layer between what your team knows about its customers and what your business decides to build. Not a full-time hire or an agency. I am the judgment, when you need it.

I work from Lucca, Italy, and with teams across the US and Europe. If your team has no shortage of customer input but the decisions still feel like guesses, that gap is the thing I close – long before it ever reaches a screen.