I build teams that balance business logic with human instinct.
Hi, I'm Amanda. I've led UX inside some of the most complex digital environments in the industry, large-scale, high-traffic platforms where the stakes are high and the user journeys are anything but simple.
At BJ's Wholesale Club and TJX, I transformed fragmented UX teams into unified, high-velocity organizations, eliminating hundreds of thousands in agency spend while raising the bar on customer experience.
I thrive where complexity lives: optimizing conversion, navigating multi-platform ecosystems, and making even the most intricate digital experiences feel effortless for the people using them.
How I lead & design
Design is a tool to solve problems, not just create pretty interfaces. Becoming a parent completely revolutionized how I view that tool; it taught me to cut through noise, prioritize relentlessly, and lead with deep empathy.
Ruthless efficiency is a superpower in product strategy. Bad design wastes people's precious time and creates mental load, but great design simply clears the way for what matters most.