Leadership / Design / Ops

Building a Design-Led Organization

Overview

Over the course of 15 years at Perfect Afternoon, I helped evolve a long-standing web agency rooted in tradition, into a design-led, systems-driven organization.

Starting as a Designer and Developer, I grew through roles as Project Manager, Design Director, and finally Chief Operating Officer, leading the company’s transition toward scalable operations, data-driven UX processes, and a strong internal culture grounded in accountability, autonomy, and creative excellence.

My role was equal parts builder, mentor, and connector: building scalable processes, mentoring multidisciplinary teams, and connecting creative direction with business strategy.

Primary Roles

Chief Operating Officer & Design Director

Over this period of time, I led cross-functional strategy, UX process evolution, and team development for a 10–15-person creative and technical team. This includes oversight and development of company-wide initiatives for operations, hiring, and client delivery.

Focal Point #1:

Building a sustainable UX practice and design system.

Focal Point #2:

Structuring talent development and hiring frameworks.

Focal Point #3:

Fostering a high-performing, autonomous culture.

Focal Point #4:

Connecting design decisions to business value and margin growth.

Initiatives

Closing Thoughts

I’m incredibly grateful for the opportunity to have worked with such a talented and dedicated team at Perfect Afternoon. It was a privilege to lead the company through this transformation and I’m proud of the work we did together during my time there:

  • 200+ custom websites delivered from concept to completion, across industries and budgets of $10K–$100K+.
  • 25%+ average margin increase through value-based pricing and process efficiency.
  • 75% UX product adoption rate and new recurring revenue from analytics and testing services.
  • 30% faster prototyping and 25% faster development cycles via Figma and design system integration.
  • Improved retention and morale, supported by talent trees, mentorship, and cultural programs.
  • Cross-department synergy achieved through systemized communication, documentation, and leadership alignment.