Makingideas takeshape.
I'm Russell. I design products and the systems that run them, AI workflows included. Twenty years of design that pays for itself.
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Selected work
Leadership
Earn the seat
I argue in revenue, risk, and cost, not craft. That's what turns design from a service desk into a say in what gets built.
Hire above me
I hire for judgment, then get out of the way. If the work only holds up when I'm reviewing it, I've built the wrong team.
Hold the bar
Standards and systems are how quality survives growth and turnover. I stay close enough to the craft to tell good from nearly-good.
About
I'm a design leader with more than 20 years building digital products, design systems, and the AI-enabled foundations that connect them. I lead design at LegalShield, where a website rebuild lifted purchase conversion 54% and a rebuilt design system cut its component library by more than 90%. I'm particular about the craft and just as particular about the machine behind it, because at any real scale the machine decides how good the craft gets to be.
Lately my work centers on a question most design teams haven't answered yet: what does design infrastructure look like when it serves both human teams and AI agents? I build agentic AI workflows and wire Figma and Webflow through MCP into how my teams research, decide, and ship, work I shared at the Webflow Leadership Symposium.
Before this I led experience design at Visible, Verizon's digital-first carrier, through roughly 450% subscriber growth and launches with Apple, Google, and Samsung. Earlier: Visa, Xcel Energy, Bosch Rexroth, Lenovo. My foundation is in film, which still shapes how I think about narrative and systems together.