+9% GGR
Rewards Club
Rewards Club's four-month U.S. A/B test recorded +9% GGR alongside +6% APDs and +9% generosity perception.
Product design leadership
John Lewis
Growth systems, organizational leverage, product strategy, and measurable outcomes.
John Lewis · Product Design Leadership
Turning complexity into clarity.
I lead design where customer behavior, business performance, and cross-functional execution have to line up before teams can move.
At FanDuel, that meant turning loyalty, rewards, promotions, and research into clearer systems for growth, engagement, and decision-making.
I’m strongest where design moves upstream: clarifying the problem, shaping product strategy, and helping teams make better decisions before screens are made.
+18% NGR
Reward Machine Bonus Draw
Reward Machine Bonus Draw recorded +18% NGR and +22% eGGR compared with control.
69% fewer
Bonus-spin CS contacts
Bonus Spins Merch recorded 69% fewer related customer-service contacts and 17% higher bonus-spin usage.
$500K / month
Tax savings
Casino Bonus Wallets recorded $500K in monthly tax savings and added foundational reporting.
Leadership Snapshot
The work is clarity: for customers, teams, and business decisions.
My throughline is turning messy product environments into shared direction. That shows up across loyalty, reward mechanics, operator workflows, research, emerging product questions, and team development in places where design decisions affect business performance.
Business Strategy
Make the bet clear before features take over.
Most valuable when the work is ambiguous, the stakes are commercial, and the team needs a sharper point of view on what matters first.
Teams
Make quality easier to repeat.
Builds critique quality, role expectations, and operating rhythms that make strong design judgment repeatable across teams instead of dependent on heroics.
Research
Turn noisy signals into product direction.
Uses research as decision fuel: synthesizing customer behavior, evaluative findings, and product signals into roadmap-shaping choices.
Complex Systems
Make systems easier to trust.
Transfers well to emerging product spaces because the work centers on ambiguous behavior, system trust, feedback loops, and product decisions under uncertainty.
Execution
Use craft to make behavior clearer.
Treats interaction quality, reward design, and feedback states as business levers, not decorative polish layered on after direction is set.
Measurement
Make impact easier to see.
Uses experimentation, operator metrics, loyalty behavior, and commercial results to keep design tied to measurable business performance.
Leadership Scope
The role scaled through people, standards, and decision forums.
A concise view of the organizational scope behind the case studies: team growth, direct management, career progression, manager development, hiring, and executive-facing decisions.
Core org growth
3 -> 15
Team grew from 3 to 15 across Design, Research, and Content, with a peak of 21.
Direct reports
8
Managed up to 8 direct reports across product design and related disciplines.
Research strategy partners
15
Supported 13 designers and 2 researchers during research-led product strategy work.
Career promotions
6
Supported growth across IC, Senior IC, Lead Designer, and Manager levels.
Leaders developed
4
Developed 2 managers and 2 lead designers.
Hiring board
UXD
Served on interview panels and hiring committees for design, research, and leadership roles.
Executive forums
SVP / VP
Facilitated product, design, research, and decision forums with senior stakeholders.
Where I Create Value
I’m most useful when design has to make the work clearer.
The best fit is commercially important work where customer behavior, business stakes, and cross-functional complexity need to be understood before execution takes over.
Product bets
Frame the decision before the solution
Help teams understand the customer behavior, business stakes, and product choices that should guide the work.
Ecosystems
Connect the parts customers feel
Bring loyalty, rewards, research, operations, and platform decisions into more coherent product experiences.
Teams
Make quality scale through people
Build standards, rituals, and manager systems so strong design judgment is not dependent on one person.
Design Impact
Initiative results measured alongside design decisions across revenue, engagement, operator speed, and platform scale.
The strongest signal is not polish alone. Initiative-level measures were reviewed alongside product and design decisions to compare customer value, support demand, operator velocity, and market portability, then inform priorities.
+9% GGR
Initiative
Rewards Club A/B Test
The four-month U.S. A/B test measured GGR, active-player days, and generosity perception together as part of the Rewards Club readout.
+18% higher NGR
Initiative
Reward Machine Bonus Draw
Bonus Draw customers recorded higher NGR and eGGR than control, making reward format a concrete variable for the team to compare.
69% fewer CS contacts
Initiative
Bonus Spins Merch
The recorded merchandising comparison included fewer support contacts and higher bonus-spin use, keeping comprehension and utilization in the same readout.
$500K tax savings / month
Initiative
Casino Bonus Wallets
The recorded tax savings and reporting scale made foundational wallet work material to the business case.
+363% daily active players
Initiative
Games Global Bonus Spins
The Pennsylvania launch of Love Island Reel Vibes recorded this daily-active-player result.
0 bugs + same TTM
Initiative
Canada Parity
The Canada launch recorded zero bugs; equivalent post-launch features matched U.S. time to market and QA time per release was lower.
Rewards Club / Loyalty
A/B and rollout comparisons track active-player days, GGR, generosity perception, tier progression, CRM opens, and retention by initiative and period.
Reward Machine / Gamified Rewards
Bonus Draw, promotions-as-rewards, branded retention, and new-user comparisons keep each Reward Machine result attached to a named mechanic and cohort.
Bonus Spins / Promotions Mechanics
Reward-format, merchandising, campaign, and game-launch comparisons report conversion, usage, engagement, or support results within their measured contexts.
Operator Experience / Operational Efficiency
Workflow initiatives report time saved, testing-cycle changes, campaign setup time, and support demand for the operators and teams involved.
Platform / Infrastructure / Design Systems
Platform initiatives report launch quality, QA time, reporting scope, tax savings, and budget allocation at the initiative level.
Featured Case Studies
Six stories with six different proof jobs.
Start with Generosity as the flagship, then compare product coherence, organizational scale, commercial portfolio leadership, research decision quality, and motion as experience quality.
Leadership Operating Model
How I turn complexity into clarity across strategy, teams, and outcomes.
The strongest leadership work makes hard decisions easier to frame, align around, and measure. Direction, delivery, team development, and business outcomes have to reinforce one another.
Leadership throughline
Turn ambiguity into a system teams can execute and the business can measure.
The goal is not to optimize one moment at a time. It is to create a model where strategy, research, craft, and organizational clarity reinforce one another until better outcomes become easier to repeat.
Leadership model
Design as
business
leverage
Product systems, stronger teams, and clearer bets reinforcing one another.
Strategy
Research
Craft
Outcomes
Team Development
Alignment
01
Strategy
Frame the opportunity, define the bet, and create decision quality at the leadership level.
02
Research
Turn customer signals into a sharper point of view, not just a findings deck.
03
Craft
Raise the experience bar so the product feels coherent, confident, and worth returning to.
04
Team Development
Coach managers and designers so standards scale through people instead of heroics.
05
Cross-Functional Alignment
Create shared language between product, design, research, marketing, and executive stakeholders.
06
Outcomes
Ship customer value that supports growth, loyalty, trust, and stronger organizational momentum.
Leadership Conversations
Building product ecosystems, stronger teams, and sharper executive alignment.
Open to Product Design Director opportunities across growth, platform, loyalty, and product ecosystem leadership.
Start a conversation
Based in the U.S. and open to product design leadership opportunities.