I've worked at Automattic since 2012, home to many products and
services. I've spent most of my time working on
WordPress.com, Tumblr, Simplenote, and
internal tools. Over the years I've utilized a wide range of skills at
Automattic, including product design, design systems, user research,
print design, branding, and illustration. See all of my work
experience on LinkedIn.
Lo-fi Wireframe Kit for Figma
I've used several standalone wireframing tools before, I but
wanted something more integrated into Figma. Underwhelmed by the few
wireframing kits on Figma, I decided to make my own. I
meticulously created over 100 components that I could use for lo-fi
prototyping in my day-to-day work. It was selected as a staff pick and
has over 140,000 downloads.
Product Designer / Design Director
Most notably I was the lead designer of Tumblr's "Ad-Free"
subscription service. However, being part of a small team, I had my
hands on many parts of Tumblr including comments, sponsored posts, the
explore page, and the profile view. On each of these projects, I was
responsible for ideation, wireframing, prototyping, and final designs.
I worked closely with the developers on implementation for
I was also an interim Design Director for the design team. For several
months I was responsible for 1:1 chats with designers, coordinating
with other team leads, and planning. I learned a lot of new skills,
but I realized that I enjoy leading as an individual contributor more.
Gridicons open source icon set
At Automattic, we had several icon sets used across our products. The
vision of Gridicons was to consolidate and create a new comprehensive
icon set for WordPress.com. We successfully created a set of
guidelines and a process by which any designer could contribute icons.
The total count is currently over 200 icons.
As a core contributor, I designed a large portion of the icons,
fielded icon requests, and general maintenance.
Jetpack is a powerful WordPress
plugin that brings cloud functionality to WordPress. Its visual
identity needed a big update to make it a reputable brand for years to
come. Working with an art director and the CEO Matt Mullenweg, I
created the logo, branding guidelines, and illustrations.
A few years later, the logo was masterfully refined by
Chermayeff & Geismar & Haviv. I was honored to see that the logo stayed mostly the same.
Simplenote Electron app
Simplenote is a popular
multi-platform note-taking app. Simplenote already had a desktop app
for Mac, but we needed to expand to other platforms like Linux,
Windows, and the web.
Electron was chosen as the
cross-platform way to do that. For over a year, I worked closely with
developers to rethink features and UI in a cross-platform way. We
launched Simplenote apps for Windows, Linux, Mac, and web with
WordPress Design System
I was a founding member of a WordPress.com design systems team, which
had not existed before at Automattic. Our goal was very ambitious;
create a comprehensive design system for WordPress. Component
structure, design fundamentals, accessibility, development workflow,
adoption, and guidelines were all top of mind for our team. As the
lead designer, I was responsible for research, guidelines, Figma
libraries, color, typography, and more. Even though we were a small
team, I learned a tremendous amount and made impactful guidelines and
improvements. We also consulted with design system experts and
participated in a 1:1 workshop with Google’s Material team.
Although we fell short of our original goal,
the time I spent working on design systems was some of the most
gratifying in my career.
One of my first big projects at WordPress.com. At that time, the
Android app, iOS app, and the web were being designed and developed
separately. And as a result, very dissimilar. Our Notifications team
was the first team at Automattic that was cross-functional and
cross-platform. We designed, developed, and shipped an entirely new
notification system on all platforms concurrently (iOS, Android, web).
As the lead designer, I was responsible for ideation, wireframing,
prototyping, and final designs. I worked closely with the developers
on implementation for all platforms.
Outage is a typeface I created in 2011 and fortunately got a chance to
sell it on Lost Type Co-op. It's
been very successful, and I love seeing it unexpectedly on a billboard
or tv show. It's been used by all sorts of organizations, including
the Obama administration, LEGO, ESPN, and a Dave & Buster's beer pong
game. I later expanded and refined the typeface for LEGO and added
over 180 new characters.