Experience direction
Framing the opportunity, aligning teams, and turning product strategy into an experience people can understand and use.
Design the systems people connect through.
Product Design Leader application · Meta
I lead product design where discovery, personalization, AI, and shared systems meet, turning ambiguous opportunities into coherent experiences that teams can ship and scale. Most recently across The Wall Street Journal, Factiva, and Dow Jones.
19+ yrs
designing digital products
6 cases
selected for Meta relevance
Shipped
AI, personalization, and media
End to end
from strategy to production
Selected work
Proof, ordered for Meta.
Consumer discovery first, then AI, platforms, and the systems beneath them.
Why I am writing
Most of my work has been on the layer underneath the screen: the shared patterns, tokens, and contracts that let many teams ship something that still feels like one product. At Dow Jones that meant building AI components into two design systems at once, so a platform migration and a product roadmap could run in parallel without either blocking the other.
Before that, personalization. A ranked feed for Wall Street Journal readers, an audience that notices immediately when relevance goes wrong and is unforgiving about it. The interesting constraint was not the ranking, it was keeping a strong editorial voice intact while the shelf changed per person.
More recently I have been designing generative surfaces for people who are accountable for the output, which forced a discipline I would bring to any AI work here: provenance as prominent as the claim, refusal designed rather than left to chance, and control that stays with the person.
The work below leads with consumer discovery, then AI and the systems that let both scale, with a note on why each piece is included.
Surendar
More work
