I work with teams to make sense of unclear problems—and turn them into products.
Growth Design Leader @ Homebase · Previously: Highspot, Bonsai
Hey, I’m El!
I’m a product design leader who does my best work in early-stage, ambiguous spaces—where the problem isn’t clear and the solution isn’t obvious.
I work closely with product and engineering to define what actually needs to be built, helping teams move from initial ideas to clear direction and execution.
At Bonsai, I built and scaled the product design function from the ground up—defining product direction across a 3-sided B2B platform and leading a team through rapid growth, evolving the product from early concepts into a more scalable system.
More recently at Homebase and Highspot, I’ve led teams and initiatives across onboarding, growth, and new product areas—balancing speed, learning, and long-term product quality.
I care about building products—and teams—that create real, lasting value, not just polished outputs.
How I Think
01 Start with the problem, not the solution
02 Use research to challenge assumptions
03 Explore multiple directions before committing
04 Balance speed with clarity
05 Design systems, not just screens
AI AUTOMATION · B2B SAAS · SYSTEM REDESIGN
AI Onboarding — From Setup to First Schedule
Reduced time to value through AI-assisted onboarding, increasing publish rate from ~6% to ~25%
AI AUTOMATION · INTERNAL TOOLS · SYSTEM REDESIGN
GTM OS — From Prioritization Tool to Sales Operating System
Transformed a static prioritization tool into a system that guides decision-making and execution
POC · B2C · E-COMMERCE · UX RESEARCH
Native Commerce
Improved conversion by 28%—but uncovered a deeper issue: users weren't ready to buy within content.
0→1 · B2B · PRODUCT STRATEGY
Publisher Dashboard
Built a self-serve platform that increased publisher output by 34% and reduced production time by 22%. Supply scaled—but demand didn't.
Design Tenets of Success
Challenge the status quo
Just because the path for design thinking isn’t paved, doesn’t mean it’s a path you shouldn’t go down.
JTBD First
Think critically about every design decision. How does each design decision help the user achieve their Jobs To Be Done?
Zoom in and out
...constantly. The work we do are stepping stones to achieve a higher level goal.
Constraints are fun!
When the box is small, there is more opportunity to think outside of it.
Talk to your neighbour
The whole is greater than the sum of its parts.
Lowest cost/impact ratio
A framework for any decision you make.
Divergent thinking on a clock
Prioritize ‘Sky’s-the-limit thinking’, then put it in a time box.
