About
A senior design practice built around clarity, structure, and better decisions.
I work as a solo ecommerce UX designer based in Winnipeg, Canada, focused on product pages, funnels, landing pages, website redesigns, and conversion-minded ecommerce systems. That keeps strategy, design thinking, and execution aligned, without agency layers or handoff friction.
How I think
I don’t design pages to look better, I design them to work better.
I design ecommerce interfaces to remove friction, guide decisions, and help users move forward with more confidence.
That usually means clarifying hierarchy, improving decision flow, and making sure trust appears where hesitation starts.
It is why I treat UI, UX, and conversion as one system, not separate layers.
Focus
Ecommerce UX, landing pages, website redesigns, and conversion-focused decision systems.
Typical Work
Homepage, collection, PDP, checkout, landing page, and post-purchase flow improvements.
Engagement Style
Direct senior-level collaboration from strategy through execution.
Why clients hire me
Usually because the site already looks decent, but still feels harder to understand, compare, or buy from than it should.
That is where I work best, clarifying the decision path, tightening hierarchy, and making the interface support conversion instead of just presentation. In many projects, the issue is not visual quality, it is structural friction.
What you can expect
Senior-level thinking applied to high-impact decisions.
- Clear decision paths: hierarchy, flow, and intent aligned to what users need next.
- Evidence-first UX: proof, reassurance, and friction removal before hesitation compounds.
- Direct collaboration: strategy and execution stay connected from start to finish.
- Respect for the user: design that supports action without forcing it.
Conversion principles I apply
Principles that make interfaces feel clearer, steadier, and easier to act on.
Offer clarity hierarchy
Help users understand value in seconds, not scrolls.
Decision ladder
Structure content from intent to action without making the user work for it.
Trust timing
Place proof and reassurance where doubt actually appears.
Momentum control
Reduce friction between key steps so conversion flow stays intact.