Hi! I'm Alicia,

a product design leader who helps teams untangle complexity — in products and in how they work together.

Working with me

My motto is “it doesn’t need to be that hard.” It started with seeing users struggle to use poorly designed software, but expanded to seeing teams fighting to get decisions made and priorities set. My design skills pervade everything I do, from designing flows to crafting workshops and processes. User experience and employee experience hold equal weight for me.

What gets me into flow state

Team & Culture

Creating a sense of camaraderie with my team
Building and defining processes to create clarity and momentum
Mentoring others and seeing them succeed

Personal growth

Autonomy to create process and make calls
Consistent challenges and learning opportunities
Dabbling in new skills (being a generalist!)

Making impact

Finding high impact problem areas and ideating solutions
Digging into the why behind a problem
Shipping and learning quickly

Ask Me Anything

Ask questions about my experience, projects, or approach to design.

My favourite project so far was also one of the smallest

Don't let the size fool you, the amount of ambiguity was high and I determined the best way to bring clarity was to test a small solution.

My squad at Parabol worked to launch a brand new source of value for users in a feature called Kudos. Within the first three months we saw 7% growth week over week.

The most impactful project I worked on was also the most exciting

Imagine getting Slack notifications each time a self-serve upgrade was made and seeing the frequency increase in real time — going from rare to often, once or twice a month to multiple times per day.

Each notification was a celebration for our squad as we reviewed the conversion experiments we were running. Over 10 months we saw 105% increase in self-serve MRR.

More projects, more learnings

Product Onboarding

Finding key dropoff points and recommending steps for improvement and increased qualified users

ResearchActivation

Team Insights

Creating value for team leads by collecting data from Parabol meetings and aggregating them as insights into their teams

FeatureExpansion

PenguinRandomHouse.ca

Helping readers discover books, authors, and events with a new, accessible design system

Design SystemRedesign

Alicia's feedback is always on point and encourages me to think more deeply about aspects of my work.

Alicia sees opportunities to help and offers to help. I find her to be empathic and curious.

Alicia consistently gives me good feedback and brings up challenging topics. This is massively helpful for me leveling up.

Alicia's done a great job of setting a vision and a plan for execution across both website and app experiences.

Alicia is one of the most impactful mentors and collaborators I've had the privilege to work with. She leads by example with kindness, empathy, and a collaborative spirit that brings out the best in everyone around her.

Alicia's feedback is always on point and encourages me to think more deeply about aspects of my work. I know I can rely on her to engage deeply when giving feedback vs just glancing over something on a surface level.

Alicia spots gaps and fills them. It makes me feel that she'll be there for me/us when she's needed. I feel supported by her.

I've been so grateful to have Alicia work on a11y improvements with me. I've learned so much from her and working together has been an absolute pleasure.

1/8

Alicia's feedback is always on point and encourages me to think more deeply about aspects of my work.

Alicia sees opportunities to help and offers to help. I find her to be empathic and curious.

Alicia consistently gives me good feedback and brings up challenging topics. This is massively helpful for me leveling up.

Alicia's done a great job of setting a vision and a plan for execution across both website and app experiences.

Alicia spots gaps and fills them. It makes me feel that she'll be there for me/us when she's needed. I feel supported by her.

I've been so grateful to have Alicia work on a11y improvements with me. I've learned so much from her and working together has been an absolute pleasure.

Values

Transparency

I believe in sharing designs early and often, being transparent in the areas where I don't have enough context yet and how to move forward. Ego-free design is my favourite way to work.

Growth

I have an insatiable appetite for growth — personal and business growth. One of my favourite compliments is when a teammate said I was 'growing insanely quickly in so many areas.'

Empathy

Empathy is an integral component to design and goes hand in hand with humility. I believe it is impossible to design a great product without empathy for users and teammates.