About me

Years ago, I worked as a signmaker. Part of the job was using an internal app so poorly designed it could ruin a perfectly good day in seconds. Manually remembering job numbers, broken uploads, endless clicks and loading times. The kind of tool that makes you wonder if anyone who built it ever had to actually use it.
That frustration planted a seed. Not just “this sucks,” but “why does this exist when it could be so much better?” Bad design wastes time, kills motivation, erodes trust, and quietly bleeds money. Good design should do the opposite: get out of the way and let people do what they came to do.
That seed grew into a career in UX design, conversion optimization, and experimentation strategy. At PrintAbout, that combination helped uncover over 10 million in discovered annual revenue. A shipping cost perception problem turned into a 7%+ transaction uplift. A housebrand visibility fix drove a 45% boost in transactions. Not because we chased pixels, but because we chased understanding.
UXcellerate was built on that principle. We don’t start with wireframes. We start with evidence: who your users are, what they need, and where your experience loses them. From there, we find the highest-impact opportunities and design solutions that are ready to be tested.
The approach is simple, and it works. Start with evidence. Research and user insights set the direction. Design for outcomes, not output. Test, don’t guess. Only ship what moves the needle.