CONCEPT DESIGN

Throughout my career, I’ve led high-impact concept design initiatives that shape the foundational vision for products, services, and experiences. I specialize in guiding early-stage exploration—translating complex challenges into clear opportunities through sketches, prototypes, narratives, and visual frameworks that bring big ideas to life.

Kidwatch - Personal Project

Problem: Parents at large public events often struggle to balance their children’s desire for independence with the need to ensure their safety in crowded, unpredictable environments.

Approach: I pitched a kid-friendly smartwatch and companion app designed to act as a virtual “leash,” giving children freedom to explore within a defined safe zone while providing parents with real-time location awareness. The concept focused on intuitive, child-centric design and simple, reliable connectivity between devices, allowing families to stay connected without constant physical proximity.

Outcome: The concept laid early groundwork for what would later become common in consumer wearable tech—demonstrating the potential for family-focused safety solutions and contributing to internal innovation pipelines focused on connected devices. The project showcased my ability to identify emerging user needs, shape forward-looking solutions, and influence strategic product thinking ahead of market trends.

PayPal Showcase

Problem: PayPal’s design strategy was in its formative stages, and there was a critical need to align executive leadership on where to focus design investments and how to translate user needs into strategic priorities.

Approach: To address this, we developed a concept pitch anchored in user story vignettes—narrative-driven scenarios that brought future-state opportunities to life. These vignettes evolved into a fully immersive, interactive design showcase built at both our San Jose headquarters and a New York office. The experience allowed stakeholders to tangibly engage with the vision, fostering cross-functional alignment and deepening organizational understanding of design’s role in business growth.

Outcome: The showcase became a pivotal business development asset, catalyzing executive buy-in, accelerating strategic investment decisions, and reinforcing the impact of design thinking at the enterprise level. It helped elevate design from a tactical function to a strategic driver, setting the foundation for future design-led innovation across the company.

EA HomeBase

Problem: As part of EA’s Customer Service leadership team, we identified that account-related issues were the top driver of customer support volume—creating friction for players and significant operational overhead. With EA’s diverse portfolio of game brands, the fragmented experience made it difficult for fans to manage their accounts and engage consistently across titles.

Approach: My team led the design strategy to reimagine account management through a unified, fan-centric lens. We conducted root cause analysis, collaborated upstream across product and technology teams, and uncovered the opportunity to create a more cohesive, scalable experience. I provided design leadership to guide the vision and ensure alignment across stakeholders, balancing brand autonomy with the need for a streamlined user experience.

Outcome: The result was Homebase—a centralized destination where players can manage their account information, track achievements, connect with friends, and discover new experiences across EA’s ecosystem. The concept laid the groundwork for long-term improvements in player satisfaction and service efficiency, while reinforcing EA’s commitment to a connected, player-first experience across its global portfolio.

EA Membership/Rewards

Problem: EA identified a compelling opportunity to deepen fan engagement through a new membership offering—but the concept lacked clarity. There were many promising ideas, but no cohesive vision, strategy, or operational plan to guide development, define value, or ensure long-term scalability.

Approach: I provided strategic leadership to shape the direction of this new capability, working cross-functionally to define a clear approach, align stakeholders, and establish a tactical roadmap. I guided my team in translating abstract concepts into tangible outcomes—using early concept sketches, facilitated conversations, and rapid prototyping to clarify the value proposition, refine user experience models, and define key product commitments. Our focus extended beyond launch to include long-term considerations for managing, evolving, and sustaining the membership program over time.

Outcome: The result was a strategically grounded vision and execution-ready roadmap for EA’s first integrated fan membership program. This work established the foundational framework for how EA would deliver, support, and evolve membership as a differentiated and scalable engagement strategy. The clarity, structure, and design thinking we brought to the effort helped unify the organization and accelerate decision-making—positioning the program for long-term success.