👋 Hi, I'm Andy!
I lead commerce at a scale where “simple” doesn't exist. I’ve spent my career in the guts of global marketplaces and loyalty systems—places where software is starting to take the initiative and the stakes for the human on the other side are incredibly high. I believe design is less about making things “pretty” and more about managing the heavy lifting of trust and judgment.
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Trust isn't a byproduct; it's the point. You build with it from day one.
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Specs are just noise without a story. If you can’t articulate why we’re doing this, the “what” doesn’t matter.
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AI doesn't replace judgment—it raises the floor. It changes where we need to be smart and where we can afford to be creative.
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Capability is the goal. The best systems leave people feeling more capable, not less
🎧 Listen to my Podcast
I host a Podcast, Sketchy Design, where we explore stories of innovative problem solvers, their journey through the messy parts we never see. Episodes highlight stories of innovation in action, relentless user-centricity, and perseverance through doubt, failure, constraints and iteration.
What I'm Workign On
The AI Story Coach
The Story Coach is an ongoing experiment: using AI to help leaders, founders, and teams articulate transformation from the user’s point of view.
Not pitches. Not personas. Stories that make change feel inevitable.
QUEST: A Method for Navigating Ambiguity
QUEST is my narrative-led framework for innovation in uncertain environments:
Question → Understand → Explore → Solve → Test
It’s designed for teams operating beyond best practices—where the problem isn’t lack of data, but lack of shared understanding. QUEST helps teams align around intent, story, and consequence before jumping to solutions.
