Designing Complex B2B2C Platforms
I do my best work in dense, multi-stakeholder B2B2C platforms, in domains most designers find intimidating, turning that complexity into products people can actually use.
I do my best work where the problem is dense and the stakes are real.
Platforms that serve several audiences at once, in domains most designers would find intimidating. My job is to turn that complexity into something people can actually use. A background in mathematics and a pragmatic, logical way of thinking help me bridge design, engineering, and product, and a people-first instinct keeps the work grounded in the humans on every side of the platform.
How I work
Selected platforms
Panther
Security analysts and engineers
enterprises, to their security teams, to the users they protect
Security analysts triage thousands of events under time pressure, and the platform had to make split-second decisions possible without drowning them in data.
In security, the cost of a confusing screen is a missed threat.
It serves analysts who live in dark, dense interfaces, detection engineers writing rules in Python, and a platform team scaling fast. The constraints were unforgiving: massive data volumes, dark-first readability, and zero tolerance for a missed critical alert.
- Redesigned critical detection and investigation workflows.
- Restructured dense data views for scan-ability.
- Iterated closely with engineering on what could render at scale.
Product mockups coming soon
- 30%
- $1.4B
- $120M
Built the platform from the ground up.
ORFIUM
Rights professionals, labels, and platforms
rights holders, to platforms, to listeners
Music rights are a tangle of metadata, ownership, and royalties, and the platform had to make that tractable for experts navigating dense, high-stakes data.
Make the dense thing legible, and experts move faster.
It served rights and royalty professionals, label operations, and platform partners, each with a different mental model. The constraints: data density, strict accuracy requirements, and a product surface that grew from music rights into the broader entertainment industry.
- Joined as the first designer and built the product design function.
- Structured complex rights and asset-matching workflows.
- Scaled the practice into a team of 11 and a centralized design and front-end org.
The clearest artifact of that work is ORFIUM One, a single hub that folds every ORFIUM product into one surface. A rightsholder runs the whole lifecycle in one place: ingest and organize a catalog, match recordings to their compositions, resolve ownership conflicts, claim their music across YouTube, follow earnings and royalties by rights type and territory, issue usage licenses, and administer the organization. It is built on the Ictinus design system, and ships in light and dark.
- 11
- 8 yrs
Joined as the first designer, built the function from zero, and created CODA, the centralized design and front-end organization, plus the multi-platform system that powered it.
ProxyFoods
Food scientists, from concept through formulation and production
food scientists, to the products they formulate, to consumers
Take a specialized R&D workflow and make it fast and intuitive, from idea to formulation to production.
Specialized does not have to mean slow.
I improved the UX of existing flows, designed new ones, and leaned heavily on AI tooling for rapid prototyping, keeping a complex scientific process approachable without flattening its rigor.
Product mockups coming soon
A specialized workflow made faster and more intuitive, with an AI-assisted process compressing the loop.
Origin (Dialectica)
The clients who need insight and the experts who provide it
clients, to experts, to insight
Connect the people who need expert insight with the experts who hold it, and make that exchange fast and trustworthy.
The hardest part is making expert knowledge easy to reach.
Origin is a two-sided knowledge platform, each side with its own needs and incentives. The work is structuring that exchange so it feels effortless for clients and respectful of the experts' time.
Product mockups coming soon
An ongoing engagement, focused on making both sides of the platform feel effortless.
Enray (iProject)
iProject's business clients, who in turn serve their own customers
iProject, to its business clients, to their customers
One product had to power many different sites, portals, and platforms, so the system had to be flexible without becoming incoherent.
One system, many faces, one coherent language.
Enray was iProject's own CMS, ERP, and CRM product. I designed its interface, then built client websites and mobile apps on top of it, balancing flexibility for many clients against a single coherent system.
A flexible product foundation that powered a wide range of client builds.
What I bring
- I turn ambiguous, multi-stakeholder complexity into usable products.
- I bridge design, engineering, and product, with a logical, pragmatic approach.
- I work fast with a modern, AI-augmented process, without lowering the bar.
- I keep the work people-first, on every side of the platform.