I’m SL. My career is a bit of a split: I spent 5 years in advertising learning the art of the hook, and the last 5 in Product learning how to deliver on that promise.

I’ve brought that perspective to everything from Fintech and Banking to Healthcare and Real Estate. As a Senior Product Designer, I’ve learned that a beautiful UI is worthless if it doesn't move the needle. I trade 'pretty' for 'effective' every time, focusing on the 'Why' to make sure we’re hitting the right KPIs.