Since 2022, I have been Head of UX at Assembled.

Previously, I worked on the developer platform at Shopify. From 2016 to 2019, I was the co-founder of a company called Ellipsis where we built a conversational workflow platform to change how teams get work done. Prior to that, I was the lead product designer and design manager of the petitions team at Change.org. From 2010 to 2014, I worked at Twitter, where I led the UX team responsible for business-oriented products, taking Twitter from nearly zero revenue in 2010 to $1.4 billion in 2014.

From 2006 to 2010, I was the designer and JavaScript engineer for Smallthought Systems, the startup that built Dabble DB. Before that, I spent nearly a decade crafting web experiences for universities, companies and other clients.

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2019

Electoral Cartogram of Canada

Independent project

Election result maps of vast countries like Canada give a very distorted and mostly useless sense of which party has done well. Greater Toronto has about 17% of the country’s 338 seats—while representing 0.08% of the country’s overall land mass. This map is an attempt to show each seat in Canada’s Parliament with equal size while maintaining a loose association to the geography. I originally created a similar map in 2011, and re-visited the idea after the 2019 election to update and improve the design.

2016–19

Ellipsis co-founder

Ellipsis.ai

At Ellipsis, I was a co-founder and the head of product and design, thinking about how teams could use a conversational interface to get complex workflows done more easily and consistently. I was also the primary front-end developer, building a powerful web interface for customers and developers to build and modify workflows.

Case study

2015–16

Change.org product design

Change.org

At Change.org, my focus was on broadening and deepening the experience for people who read, support and participate in petitions. Some of my initial work revolved around improving tools for people to share petitions with others. I also spearheaded a new commenting system to encourage users to explain why they support a cause, and to express appreciation for others’ comments. Finally, I was an active participant in building and maintaining the product style guide.

Case study

2014

Objective-based campaign product design

Twitter Ads

I co-led an initiative to rethink the advertising product line-up at Twitter. The goal was to make it clearer how to achieve specific marketing objectives, and re-orient setup and reporting around those objectives to help customers understand the results. Since launch, objective-based campaigns have been highlighted by company leadership and third-party analysts as a key component of business growth.

Objective-based campaigns · 2014 Initial design exploration for choosing campaign objective Objective-based campaigns · 2014 Initial design exploration for campaign reporting Objective-based campaigns · 2014 Sample page from final design for choosing campaign objective

Case study

2013

Campaign creation experience redesign

Twitter Ads

I led a redesign of the campaign setup experience to give customers more guidance, reduce confusion and decrease opportunities to make mistakes.

Campaign creation · 2013 New product introduction Campaign creation · 2013 Budget and audience reach estimate (cropped) Campaign creation · 2013 Ads campaign creation form

Case study

2012

Self-serve advertiser product design

Twitter Ads

I designed and helped build the first self-serve ads product for Twitter. The goal was to build a single-page interface that helped small businesses already experiencing success on Twitter to reach a larger audience with a few simple clicks.

Self-serve ads · 2012 Early wireframe showing setup flow Self-serve ads · 2012 Early wireframe showing reporting summary Self-serve ads · 2012 Initial design with expandable tweet performance Self-serve ads · 2012 Report showing growth of followers Self-serve ads · 2012

2011

Followers dashboard

Twitter Analytics

I designed and co-built a dashboard to show Twitter users insights about their followers. As part of the project, I also designed and wrote the “treemap” generator used to visualize location data.

Followers dashboard · 2014 Showing growth of followers, demographics and location treemap Followers dashboard · 2011 Original mockup showing segment filtering and additional charts

2010

Promoted Tweet and Timeline dashboards

Twitter Analytics

I designed and helped build the first set of dashboards to show Twitter advertisers their campaign performance and to give them insights about their tweets.

Timeline activity dashboard · 2010 Comparing tweet performance with mentions, follows and unfollows Promoted Tweets dashboard · 2010 Promotional image showing Promoted Tweets dashboard with feature highlights Promoted Trends dashboard · 2013 Report showing the impact of a Promoted Trend on key metrics

2009

Trendly

Smallthought Systems

I designed and helped build a website traffic monitoring and visualization tool to show publishers high-level trends in their traffic sources. The tool ultimately led to Twitter acquiring our team to build similar products there.

Trendly: visualizing website traffic with an event timeline

Visit interactive demo

2005–09

Dabble DB

Smallthought Systems

Working closely with the co-founders, I was the designer and primary JavaScript engineer on this web-based data management application designed for small business workers. Our team pioneered product ideas and UI techniques in web-based applications that were ahead of their time. Demo video (YouTube)