Led UX on high-priority projects. Products designed to be so intuitive, they faded into the background allowing Apple's world-class retail experience to shine.
Apple's NDA has me serving up nothing burgers, sorry :(
NDA
I can’t say much about the work I did for Apple.. not unless I want a team of black turtlenecks showing up at my door. What I can say is that I led UX projects for Today at Apple, working alongside some brilliant folks to make tools that helped shape the in-store experience. If you’re curious about my role or responsibilities, feel free to set up a time to chat. I’d be happy to share whatever I can (without getting sued).
And if you’re an Apple lawyer reading this:
Hi. I’m being very good.
What I can share
My Role
I led all things product design and UX for the internal tools we were building. I partnered with research, engineering, and hardware teams to bring it all to life.
Worked closely with Apple’s UXR team to run studies with retail employees in stores and at Apple HQ.
Partnered with Apple’s Accessibility (AX) team for regular design reviews.
Regularly met with hardware engineers to support new store layouts and device setups.
Collaborated with a tight-knit product team of 2 frontend engineers, 4 backend engineers, and a PM.
My product team at Apple infinite loop
Real-world research
We didn’t just sit behind a desk. We were in the field, spending time in Apple Stores, observing employees in action, and attending Today at Apple sessions to see how everything came together on the ground.
We ran live studies with store staff, tested early prototypes with real hardware, and worked closely with the UXR team to surface insights that shaped our design direction. We even brought in employees from stores across the country to Apple’s campus for deeper feedback sessions.
Invisible UX, Real Impact
We built tools that:
Required fewer devices, less attention, and less time to operate
Increased confidence among employees, even in high-pressure situations
Let employees focus more on customers and less on screens
Felt so seamless they basically disappeared
We aimed for invisible UX
The fewer clicks, taps, or screens, the better. These tools weren’t designed to be flashy. They were built to stay out of the way so the Apple Store experience could shine.
Lessons that stuck with me
Design by subtraction. Most user requests are surface-level. The real magic comes from digging into the why and removing unnecessary steps entirely.
Details matter. Every pixel, every animation, every state. Apple raised my bar for polish and precision.
Ask better questions. A feature request is just the starting point. The real answer usually leads to something simpler.
Stakeholder alignment is a full-time job. At any point I was working with folks across UX, UXR, accessibility, hardware, engineering, and more.
Stay calm when it counts. During Apple live events, we were in the war room making sure every store had a smooth experience. I designed and shipped under pressure, keeping user clarity front and center.
If you’re hiring, curious, or just want to hear a few fun stories (safely within NDA), I’d love to chat.
