I'm a product designer who got my start designing for one of the most complex content ecosystems around: travel, before moving into marketing tech and fintech. Since 2018 I've been a Senior Product Designer at WorkWave, where I own UX/UI and product design end-to-end across a multi product B2B portfolio.
I work at the intersection of psychology, craft, and strategy: understanding why a user hesitates, where a workflow breaks down, and how a design system can scale past the first release. That's meant owning research, usability testing, and Figma based design end to end on data rich, mobile-first B2B and B2C flows, and tying that design work directly to adoption and revenue.
Outside of work
You'll usually find me outside running, cycling, or riding one of my horses. At home, I care for four rescue horses (Muffin, Mama, Megan, and Freddie), who keep life interesting. I also enjoy crocheting gifts for friends and family.
Rebuilt from the ground up: a zero-touch path from address to paid invoice
The problem
The moment a homeowner's interest peaks is also the moment most sales tools lose them. Chatbots and static lead forms create friction right when a prospect is ready to move: chatbots feel impersonal and slow, and forms offer no real feedback or momentum. That friction shows up as cart abandonment, prospects who start the process and never finish it because nothing about the experience builds trust or gives them a reason to keep going.
Manual quoting made things worse. Getting an accurate quote traditionally meant a back and forth to gather property measurements, a delay that stalled momentum at exactly the point a homeowner was most ready to buy.
The project
ServiceExpress replaces that experience with a guided, multi-step quoting flow that takes a homeowner from initial interest to a completed purchase with zero human touchpoints. Instead of a chatbot or a static form, it walks the homeowner through service selection, measurement, customization, package selection, payment cadence, purchase, and a legally required terms acknowledgment, then collects the post-purchase logistics needed to schedule the first visit.
I owned this project end to end: research, usability testing, and design. I ran focus groups and moderated usability tests to validate each step of the flow before handing it off to engineering, rather than designing the full experience up front and testing after the fact.
The solution: Property Intelligence
At the center of the flow is a property-intelligence step that returns verified lot and structure measurements from aerial imagery instantly, removing the manual back and forth that usually stalls a quote. It was built against an internal accuracy target of under 1% measurement error, and validated through real usability testing before handoff to engineering, so the instant result homeowners see is also one the business can stand behind.
That combination is what sets ServiceExpress apart from typical lead capture tools. Instead of a static form or a restrictive bot interaction, homeowners get an instant, accurate quote grounded in verified data, along with a transparent, visual measurement experience that builds trust immediately instead of asking for it on faith.
Highlights & capabilities
A complete, self-serve purchase path
The flow carries a homeowner all the way from service selection through measurement, customization, package selection, payment cadence, purchase, and a legally required terms acknowledgment, with zero human touchpoints required.
Instant, verified property intelligence
Aerial imagery generates lot and structure measurements in real time, replacing manual site visits or back and forth data collection with an answer the homeowner sees immediately.
Accuracy built to a real standard
The measurement system was designed and validated against an internal target of under 1% error, so speed didn't come at the cost of trust or downstream accuracy.
Research-validated at every step
Each step of the flow was tested with real homeowners through focus groups and moderated usability testing before it was handed to engineering, not just at the end of the process.
Designed to reduce cart abandonment
By replacing high-friction chatbots and static forms with a transparent, visual, guided experience, the flow is built to keep homeowners moving at the exact moment their interest is highest.
Service blueprint mapping the full rebuild across four phases: SwiftForm & AI Measurement, Conversion & Checkout, and Post-Sale & Field Readiness, including the supporting tech stack (MeasureAI, Stripe, Pendo, CRM sync) and a logged risk register for known edge cases like API latency and timezone handling.Flowchart mapping the end-to-end quote-to-purchase flow: from the customer site and quote wizard through optional payment, confirmation, and the post-flow feedback survey, including branch paths and end states.
The flow, start to finish
8 steps
STEP 01Captures contact details and desired services in one short step, no separate lead form before the quote begins.
STEP 02Pulls verified lot and structure measurements from aerial imagery and public records instantly: the property-intelligence step that replaces a manual site visit.
STEP 03Tailors the service to the property: grass type, irrigation zones, and other inputs that drive an accurate price.
STEP 04Lets the homeowner choose a payment cadence, then select a tiered package with a clear "best value" default, reducing under-quoting risk without office oversight.
STEP 05Itemized purchase summary sits next to the required terms acknowledgment, so compliance reads as part of the purchase, not an interruption.
STEP 06Immediately after purchase, the flow pivots to scheduling logistics, starting with gate access, so the first visit doesn't get blocked at the door.
STEP 07Captures and verifies an arrival-notification phone number, so the homeowner knows exactly when the crew is on the way.
STEP 08Confirmation: preferences saved, first visit ready to schedule, zero human handoff required.
User testing and validation results
100%
Task success rate across a moderated click-through prototype test (25 responses)
0%
Drop-off across the full 11-step flow, address entry to confirmation
65%
Said the flow felt "significantly faster" than the existing ServiceBot chatbot
70%
Rated the step order as correct or nearly correct for how their customers actually give information
"So fast, so clean."
Participant feedback, moderated usability test
"Significantly faster" than their current tool.
65% of 20 survey respondents comparing to existing ServiceBot
Testing run via moderated prototype sessions and a follow-up survey of ServiceBot users, informing final refinements to step order and pacing before handoff to engineering.
Lead captureProperty intelligenceCompliance UXMobile-first0→1 flow
Door-to-door is one of the highest-effort, highest-intent motions in field sales, yet Sales Center had no purpose-built way to support it. Reps could only log knock activity in unstructured notes, disconnected from the map itself, so a street that had been canvassed all morning looked identical to one no one had touched.
Managers had no visual way to see which doors had been knocked, what happened at each one, or where coverage gaps existed. Coaching and territory planning were, in effect, happening blind. Without a native solution, teams filled the gap with standalone tools like SalesRabbit or Pocomos, work that never synced back to Sales Center or PestPac, leaving field activity and business records permanently out of step with each other.
The project
D2D Sales is WorkWave's answer: a connected set of capabilities that let outside sales teams plan territory, walk it, and close, all from one map-first workflow, instead of a patchwork of disconnected tools.
I owned the design of Map View and Knock Status, the core of the day-to-day rep experience, and contributed to sibling initiatives in sales territories and unified scheduling. All of it is wired into PestPac, Forms Manager, and payments, so a knock in the field and a record at a desk are always the same picture.
Research & validation
I ran multiple rounds of focus groups with sales and canvassing teams, first to validate the core hypothesis that a native, map-first knocking workflow was worth building, then again to pressure-test the map interactions once early concepts were ready. That iterative validation, not a single round of feedback, is what shaped the final design.
The solution: Knock Status
That research shaped D2D Knock Status: a configurable status system where teams define their own statuses, with custom icons, colors, and reasons, and apply them directly to pins on the map. Status sets are capped at four custom statuses plus one system-required default, a deliberate constraint that keeps the legend usable instead of letting it sprawl into something unreadable in the field.
The result: a knocked door is no longer a note buried in a record. It's a visual signal, on the map, and in every card, list, and detail view across Sales Center, so a rep standing on a porch and a manager reviewing territory coverage at a desk are always looking at the same picture.
Highlights & capabilities
A map-first workflow
Instead of a patchwork of disconnected tools, reps plan territory, walk it, and close all from one map-first workflow, with knock activity tied directly to the streets and doors it happened on.
Configurable knock statuses
Teams define their own statuses, with custom icons, colors, and reasons, capped at four custom statuses plus one system-required default, a deliberate constraint that keeps the legend usable in the field.
Visible everywhere, not buried in a note
A knocked door is a visual signal on the map pin and in every card, list, and detail view across Sales Center, so status is never something a rep or manager has to go dig for.
Connected to the record
Wired into PestPac, Forms Manager, and payments, so a knock in the field and a record at a desk are always the same picture, replacing standalone tools like SalesRabbit or Pocomos that never synced back.
Validated through iterative research
Multiple rounds of focus groups with sales and canvassing teams, first to validate that a native, map-first knocking workflow was worth building, then again to pressure-test the map interactions once early concepts were ready. That iterative validation, not a single round of feedback, shaped the final design.
Real revenue impact since soft launch
$150K+
Additional weekly revenue generated by one customer directly attributable to the feature
4
Custom knock statuses teams can configure, plus one system-required default
6
Places knock status is visible: map pins, card view, list view, detail pages, filters, and creation flow
2×
Rounds of focus groups: one to validate the hypothesis, one to pressure-test the map interactions
Validated with sales and canvassing teams before and during design, then measured against real customer revenue after soft launch.
Inside the platform
A closer look at configuring and using knock statuses, grouped by flow.
Configuring knock statuses
Out of the box, teams get one system-required status, "Do not knock", and room to configure up to four more of their own.
Creating a new status: name it, pick a color, pick an icon. A live preview shows exactly how it will appear as a map pin.
A completed status, "Person not home," styled in purple with a frown icon, ready to create.
Fully configured: four custom statuses covering the team's real field scenarios, each editable or deletable at any time.
Viewing and managing records on the map
The full map view, with active filters shown as chips and every pending lead, lead, and opportunity plotted by status.
Filtering the map by record type, visibility, and ownership, with live counts that update as the filters change.
Adding a new lead directly from the map, with the option to push it straight into the system on save.
A lead's full detail panel opened beside the map: photo, quick actions, and knock status together in one place.
WorkWave Sales Center is a modern CRM and sales management platform built specifically for field service businesses. It brings the entire sales lifecycle lead capture, qualification, opportunity management, proposal generation, payment collection, and customer conversion into a single, integrated experience, connected seamlessly with the broader WorkWave ecosystem.
I led the end-to-end redesign and launch of Sales Center, transforming a legacy CRM into a modern, scalable sales platform. I drove product strategy, UX, and UI from discovery through launch, simplifying complex workflows and establishing a design foundation for future growth. That foundation is what the rest of my Sales Center work has since been built on top of: territory management, knock status, and form packets.
The challenge
Field service sales teams were working inside a legacy CRM that hadn't kept pace with how sales actually happened in the field. Workflows that should have felt like one continuous motion capturing a lead, qualifying it, building a proposal, closing the deal, collecting payment were fragmented across a dated interface, making it harder for reps to move quickly and for leadership to see the health of the pipeline. The rebuild was an opportunity to rethink the product from the ground up: not just a visual refresh, but a re-architecture of how sales teams work.
My role
As the lead product designer, I owned the project end-to-end:
Product strategy partnering with product and engineering leadership to define what “modern CRM” should mean for field service sales teams specifically, not a generic enterprise CRM.
UX mapping the full lead-to-cash journey through focus groups, usability testing, and Pendo usage analytics, identifying where the legacy experience broke down, and redesigning the core workflows around how reps actually sell.
UI building a modern visual and interaction language for the platform, replacing a dated interface with one built for clarity, speed, and scale.
Design systems thinking approaching the rebuild not as a set of one-off screens but as a system: defining reusable components, patterns, and interaction principles so the product could scale consistently as new features and workflows were added.
Highlights & capabilities
A unified sales lifecycle
Instead of a CRM that only handled part of the sales process, Sales Center was designed to carry a deal from first touch to closed revenue in one connected experience lead capture, qualification, opportunity management, proposal generation, payment collection, and conversion, all in a single system.
Simplified, streamlined workflows
Complex, multi-step sales processes that previously required jumping between disconnected tools and screens were redesigned into clear, guided flows reducing friction for reps and making the path from lead to close more intuitive.
Pipeline visibility
The redesign gave sales reps and managers a clearer, more centralized view into where every deal stood, replacing a fragmented, low-visibility experience with one built around transparency and control.
A connected ecosystem experience
Because field service businesses run on more than just a CRM, Sales Center was designed to integrate seamlessly with WorkWave's broader product ecosystem so sales data and workflows connect naturally to the rest of the business rather than living in a silo.
Design systems thinking
Rather than designing screen-by-screen, I approached the rebuild systemically establishing a shared library of components, patterns, and interaction principles. This gave the product a scalable design foundation, enabling faster, more consistent design and development of future capabilities and reducing one-off design and engineering work down the line.
Inside the platform
A closer look at the core screens spanning the lead-to-cash journey, grouped by flow.
Leads & pipeline
A dense, sortable table view for reps managing large lead lists at once.
An expandable card view of the same leads, surfacing closing-activity progress inline.
Next action date and lead status visible at a glance, no drill-in required.
Lead detail & closing
A lead's closing checklist Service, Agreement, Payment, and Scheduling as one guided path to close.
That same checklist embedded directly in the list view, so reps never have to leave the page to see what's left.
Agreements & reassignment
Building an agreement: services and templates bundled into a single guided step.
Bulk reassignment with inline validation, surfacing exactly which records need attention before a change goes through.
Reporting & dashboards
A sales funnel summary rolling up pipeline health, projected close, and win rate across every funnel.
The rep's home dashboard, surfacing next actions and follow-ups in a single view.
Admin, search & customization
The admin setup panel: every configuration option, from sales teams to closing requirements, organized into one scannable list.
Letting users customize which fields show up in their own results view.
Global search across leads, opportunities, and pending records from anywhere in the app.
Impact
The rebuild translated directly into business results: the redesigned platform helped grow portfolio revenue by over $2M in ARR and expanded total addressable market to over $15M, by giving sales teams a faster, more consistent, and more scalable way to move deals from lead to close.
Impact since launch
$15M+
Total addressable market expansion, unlocked by a more scalable product architecture
$2M+
ARR added to the product portfolio, attributable to the redesigned sales platform
6
Sales stages unified into one platform: lead capture, qualification, opportunity management, proposal generation, payment collection, and conversion
2
Major features shipped on top of it since: territory management and knock status
Product DesignPlatform RedesignB2B SaaSCRM
Experience
2018 – Present
Senior Product Designer
WorkWave
Own UX/UI and product design end-to-end across a $5M+ product portfolio spanning CRM, Custom Forms, and Sales Agent, serving 1,500+ SMB-to-enterprise customers in pest control and lawn/green markets
Defined a 3-year cross-product design vision that grew module adoption 3x and helped exceed annual budget targets by 10–20% year over year
Delivered two 0→1 product builds and one major redesign, adding $2M+ in portfolio ARR and expanding TAM to $15M+
Sales Center: led research and design for map-based territory management, including a freeform "lasso" drawing tool tied into automatic lead-assignment rules
ServiceExpress: owned research, usability testing, and design for a ground-up rebuild of the lead-to-purchase flow, replacing a chatbot with a property-intelligence-driven, self-serve checkout
Unified Calendar: designed a tablet-first, multi-source calendar aggregating CRM and Nylas-connected external calendars into one view for field reps
Form Packets: rebuilt the document signing experience to meet legal e-signature compliance, bundling multi-form jobs into a single link with DocuSign-grade controls
2012 – 2018
UX Designer
TripAdvisor Media Group · Ewing, NJ
Designed Cruises, a new product supporting TripAdvisor's strategic position in travel
Led UX for new Meta experiences and display advertising surfaces
Redesigned the mobile menu for a smoother, more direct user flow
Built interactive prototypes and animations to enable rapid testing and iteration
Created responsive interfaces adapted across multiple screen sizes
