I take undefined problems and turn them into something worth building.

The B2B platform where 100,000+ bars, restaurants, and retailers order from North America's largest drinks distributor. Public since 2019, past $3B in annual orders. I work across the platform rather than inside one team: taking on the undefined problems, proving them out through discovery, research, and prototypes, and then working with the designers who build what comes out of it.

35+ markets ran 35 ordering sites, and nobody had defined what one platform should mean across them. I led design on defining it, then on building it: consistent by default, localized only where that changed the outcome. Grew the design team from 2 to 13 along the way.

• One platform, 35 markets →
• Growing a team from 2 to 13 →

Search Results and Attractions. Ran filter and listing experiments on one of travel's highest-traffic surfaces. The tablet stack belonged to nobody, so it rotted. I picked it up unasked and made the case for deleting it.

• Retiring the tablet stack →
• Mobile filters, three experiments →