Hi! I’m Fred.
I design content that makes things make sense.
Born and raised in New York City, I learned early how to navigate chaos, tight spaces, and people with zero patience. Turns out that’s the perfect training for UX.
I help teams turn complex ideas into clear, useful experiences, the kind people don’t have to think twice about.
I can help you:
Make complicated things feel simple
Write content that actually moves users forward
Build systems that scale, not just one-off screens
Bring clarity to messy product experiences
Trusted by, and worked with teams at organizations you know:
Some of my work
Real problems, real constraints, real outcomes.
Optum Store
E-commerce, Care & Prescription Platform
Built from 0 to $200M+ in revenue and 1M+ users in under two years
Led end-to-end content design across ecommerce, telehealth, and prescription experiences from initial concept through launch.
Health Navigator
RVO Health & Optum
Improved task completion by 15% and usability scores by 12% by transforming complex symptom flows into clear, guided experiences
Designed end-to-end UX content for symptom input, follow-up questions, and results experiences.
Turned clinical, technical logic into conversational, empathetic guidance that built trust and reduced anxiety.
Reduced drop-off and input errors by clarifying instructions, examples, and decision points.
Optum Now
Navigation & Information Architecture
Designed and scaled a research-backed navigation system that improved findability, usability, and task completion
Defined initial navigation labels, category groupings, and structure from the ground up. Led content design for navigation, aligning language with user mental models and search behavior.