ABOUT
UX Agent reflects my belief that great design is about advocacy, acting on behalf of audiences to create new experiences that serve and inspire. Whether in design or marketing, we are agents of the user experience, representing those who aren’t in the room and crafting solutions that meet their needs. Below, you can learn more about my background and approach to design.
FINDING MY PATH
Growing up in a family that valued creativity and hard work, I was always drawn to problem solving and creation. I began my college journey in mechanical engineering, inspired by my father’s work on everything from cars to military planes. But over time, I realized that while I loved problem solving, I was far more energized by design and storytelling than by advanced calculus!
Pivoting to the study of advertising, copywriting, and both interactive multimedia and traditional design, I set my sights on a career that would let me use a broad creative skill set to build meaningful connections between brands and audiences.
I began my career as a UI/UX designer for Merit Industries, pioneering the use of touchscreens before the advent of the smartphone. Six years later, having built a reputation for maximizing team efficiency and delivering high-quality work, I was asked to become the company’s first creative director, charged with leading a cross-functional team across branding, marketing, UX, and multimedia design.
DESIGN & LEADERSHIP IN ACTION
My role as creative director ultimately led me to AMI Entertainment Network, where I spent over a decade shaping brand strategies. At AMI, I oversaw a diverse portfolio, spanning campaigns, product experiences, content libraries, mobile apps, and interactive entertainment platforms. My team scaled from 5 to as many as 20 personnel, adapting to meet the demands of the business. This experience honed my leadership skills, from fostering lean and agile teams to managing larger, cross-functional groups.
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Over the course of my career, I’ve come to understand that great brands and products are built on authenticity, with a focus on creating connections and addressing genuine needs.​ When faced with challenges, I embrace curiosity and resilience, viewing obstacles as opportunities for growth. I approach problem-solving by clearly defining the problem, understanding the audience, and collaborating with others to find creative solutions. As a leader, whether in my professional work or on the field as a softball coach, my goal is to empower my team, encourage collaboration, and foster an environment where everyone can thrive and contribute their best work.
FAVORITE QUOTES
"A team that helps one another and has a common goal has a better chance at success than a team full of stars all floating around in their own solar systems."
- Rick Pitino, Basketball Coach
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"Talent is cheaper than table salt. What separates a talent individual from a successful one is a lot of hard work."
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- Stephen King, Author
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"Do not follow where the path may lead. Go instead where there is no path and leave a trail."
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- Ralph Waldo Emerson, Poet and Philosopher
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"Have no fear of perfection. You'll never reach it."
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- Salvador Dali, Surrealist Art Leader
"A.J. has an innate grasp of user experience and design principles combined with a passion for innovation."
Kapil Mistry, Product Manager