For more than 20 years, I’ve worked across UX, visual design, and front-end development. That range lets me consider an experience from several angles at once, from the clarity of its structure to the smallest detail of its movement.
FMC
UX Engineer Lead
2013
I designed the landing page for FMC’s Anthem herbicide campaign, crafting a clean, conversion-focused experience that blends storytelling with performance data. The goal was to highlight Anthem’s unique benefits while giving growers a reason to engage—whether through testimonials, performance charts, or the branded grower sign-up form. I balanced bold visuals and straightforward content, ensuring the brand’s credibility came through while still keeping the page easy to scan. Key design elements included an immersive hero section with video, intuitive navigation tabs, and clear calls-to-action that guide users from curiosity to sign-up.
