I don't just design screens, I architect systems. I partner with scaling startups and enterprise teams to navigate undefined territory, build accessible products, and drive measurable business growth.
Transitioning a medical device's website from an informational page into a transactional platform meant navigating strict FDA marketing constraints. As the Lead Designer for our third major product phase, I built a custom AI-native workflow to modernize the entire tech stack. To avoid the limitations of standard site builders, I utilized AI to go directly from a machine-readable Figma file to Claude Code. This approach deployed a bespoke, scalable platform while I retained complete creative control across content, design, and development.
✶ Integrated 8 AI tools into a single custom-coded workflow
✶ Engineered a machine-readable design system using variables and strict auto-layout
✶ Delivered a platform ready to pivot into e-commerce post-FDA clearance
Isolated product verticals were breaking the enterprise customer experience and creating redundant engineering work. As the Lead UX Strategist, I defined the long-term design roadmap to replace these fragmented user journeys with a unified ecosystem strategy. By partnering with cross-functional leadership, we established a multi-year architecture for an AI-driven support future and secured absolute consensus directly from the CEO and Executive Committee.
✶ Aligned 3 disparate product verticals into a single vision
✶ Defined a comprehensive 3-year UX roadmap
✶ Secured buy-in directly from the CEO and Executive Committee
Building a reliable mobile experience for stranded drivers requires solving for high-stress situations, frequent edge cases, and complex dispatch constraints. As the Lead UX Designer, I owned the end-to-end user experience lifecycle to modernize this critical legacy flow. I guided the team from initial strategy and architecture through high-fidelity prototyping, ultimately closing the gap between drivers, automated dispatch networks, and internal agent tooling.
✶ Achieved a 192% increase in task completion rates
✶ Maintained over a 90% CSAT score
✶ Established a sub-48-hour optimization cycle
Whether you need a temporary design executive to steer your startup or a complete visual overhaul for your business, I offer flexible, outcome-driven partnerships.
Access enterprise-level design leadership without the overhead of a full-time executive. I embed directly with your startup or scaling team to establish UX governance, untangle complex architecture, and build product roadmaps that actually drive business metrics.
Stop losing users to a frustrating digital experience. From sleek portfolios to robust e-commerce platforms, I design and build responsive, accessible, and highly converting websites on platforms like Webflow, Squarespace, and Shopify.
Your brand is your reputation. I craft cohesive visual identities, typography systems, and high-impact marketing collateral that resonate with your target audience and build instant, undeniable credibility in the market.
Your ability to think outside the box and bring fresh ideas... makes it easy for customers to do business with HPE.
Gina has a holistic view and expertise... She knows how to balance business requirements, engineering limitations, and user needs to deliver a solution that everyone can agree on.
Thank you, Gina, for being the driving force behind so many initiatives... In the face of huge challenges, you've been 100% committed.
She has made clear efforts to be an example of inclusive behaviors, prioritizing teamwork and collaboration across team boundaries and time zones.
It takes effort and active collaboration... to get effective action and results to move forward!! It has been great collaborating with you - thanks for being a fabulous partner in UX, with a strong bias for action!!
I've seen her navigate difficult, heated discussions with various stakeholders (who all have very strong, conflicting opinions) with respect and ease... I appreciate and value her honest and direct communication, confidence, and strong work ethic.
Let's talk
From comprehensive UX audits and fractional leadership to custom web builds and brand identities, I partner with startups to solve complex design challenges.
Not sure which engagement model is right for your runway? Review my available services and pricing, or simply drop your project details below to get the conversation started.
