Design that solves real problems.

Before a single thing gets designed or built, someone has to define what the project is actually trying to achieve — for guests, for operators, and for the business. I work upstream to frame the right problem, define measurable success criteria, and create the strategic foundation that keeps complex multidisciplinary projects coherent from concept through delivery and beyond.

This includes experience mapping, interaction model definition, operational requirement integration, gamification strategy, and establishing the design framework that downstream teams — design, engineering, fabrication, technology — can actually build against.

Complex experiences involve design, engineering, fabrication, technology, and ownership — teams that often don't speak the same language and have conflicting priorities. I operate as the connective tissue, translating between disciplines, maintaining creative integrity across workstreams, and ensuring everyone is building toward the same outcome.

I've led teams of 20+ across multi-year, multi-million dollar projects — coordinating design, engineering, fabrication, technology, and operations vendors simultaneously. I know what it takes to maintain alignment across those systems under real constraints without sacrificing either the vision or the operational practicality it depends on.

The most operationally demanding projects today exist at the intersection of physical environments and digital systems — interactive kiosks, projection mapping, AR and VR, RFID-based guest tracking, LED media installations, real-time data displays. I design these integrated systems from the operational requirement outward: what has to work reliably, at scale, day after day — and what the fabrication and technology stack needs to look like to make that happen.

My background in industrial design gives me a practical grounding in fabrication and physical space that most digital designers lack — which means I can evaluate technical proposals with real rigor, not just aesthetic judgment.

I think spatially — in three dimensions — before anything gets drawn in two. Rendering concepts in 3D and exploring ideas inside game engines isn't just a presentation tool for me; it's how I work through problems. Spatial thinking surfaces issues that flat drawings miss: how a guest moves through a room, how light behaves on a surface, how a physical element relates to a digital system mounted six feet above it.

Game engines like Unreal and Unity have become central to how I develop and communicate ideas — not just for concept visualization, but as a medium for building the experience itself. Real-time rendering, interactive environments, and physically accurate lighting mean that what I show clients in the concept phase is genuinely close to what gets built. This shortens the gap between imagination and reality, reduces expensive surprises during fabrication, and gives clients something they can actually walk through and respond to — not just look at.

Interface design for public-facing environments is operationally demanding — screens need to be instantly legible to first-time users, function reliably under heavy throughput, and integrate cleanly into the broader physical and technology systems around them. I design cohesive graphic and interface systems built to those realities, not just for visual appeal in isolation.

Most experience design projects skip user testing because it feels slow or expensive. It isn't — not compared to rebuilding something after install. I build testing and prototyping into the process at key decision points, generating real data about guest behavior and engagement before committing to fabrication or technology spend.