My name is Fred and I currently lead design for the Commerce teams (Conversion,
Account, Personalization, and Store Beauty Services) at the largest beauty retailer in the US. My focus is
on helping my teams design experiences that are inclusive, accessible, and user-centered, while also
driving real business impact.
With a background spanning UX, visual design, and engineering, I bring both creativity and technical know-how
to the table. I enjoy working closely with cross-functional partners to transform ideas into experiences
that feel seamless, purposeful, and visually polished.
When I'm not designing, you'll probably find me in the kitchen,
gaming with my kids, or stretching my creativity as a self-proclaimed wordsmith.
+10% CTR and +93% uplift in account registration
+27% efficiency for user and increased conversion by 13%
My key skills and expertise driving impactful design solutions.
Collaborating with leading brands to deliver exceptional design.
