Hi, I'm Bobby, and here's what I've learned after 20 years.
Design is a meaning-making discipline.
It's how a product communicates what it is, who it's for, and why it matters. That communication happens through form, proportion, hierarchy, and craft — not through A/B tests.
Brand identity, product UI, and design systems aren't separate disciplines to me. They're facets of a single design language. The proportionality of a logo should inform the rhythm of an interface. The tone of a color palette should carry through every surface. When these things cohere, you don't need metrics to tell you it's working. You can see it. Your users can feel it.
The industry has drifted toward measuring design by conversion rates and engagement metrics, as if the value of visual communication can be reduced to a dashboard. I don't work that way. I work from the position that if the design is technically sound — if it synthesizes your brand, your product, and your users into a clear visual language — the outcomes take care of themselves.
I've been involved on projects at many stages and from limited to full scope
The Research Phase
Stakeholder interviews, project briefings, competitive product audits, existing system and brand guideline reviews. I analyze current design materials, identify pain points, and gather technical requirements from dev teams.
This phase establishes a clear picture of constraints, opportunities, and the product landscape before any design work begins.
"Bobby was an asset for developing new content strategies and interactive designs to support communications at Symantec. He developed and improved processes for the graphic design team to manage content for social media, and developed infographics, animated content, and interactive design."
Michael Beavers Edelman / Symantec
"Bobby created over 100 mockups, each one being better than the last. Bobby is extremely talented, listens to the requirements and consistently delivers. I would strongly recommend Bobby for any of your design or development needs."
Tyler Bourne Docpaid
The Ideation Phase
Mood boards, wireframing, information architecture, and design explorations. I develop multiple concept directions—varying in aesthetics, content organization, and interaction—then present variations to stakeholders for alignment.
This phase defines the visual language, validates the approach with key decision-makers, and establishes a rough project roadmap.
The Execution Phase
Component architecture, design tokens and variables, hi-fi UI production, iconography, infographics, and interactive prototypes. I build scalable systems in Figma—structuring components to anticipate new features and breakpoints.
This includes creating element galleries, optimizing variant structures, and connecting to existing product libraries. The goal is a lean, maintainable system that ships.
"Bobby did a marvelous job on our mobile app. We gave him a broad direction and he came back with UI that was very well thought out and visually stunning. He also worked with our frontend developers to make sure everything was implemented to spec."
Tianxin Dai Wombat Studio
"Bobby is a talented designer who brings both a keen eye for visual details and an understanding of business strategy to his work. He is a pleasure to work with."
Rebecca Kantar Imbellus
The Testing Phase
Publishing new components, onboarding teams to changes, and collecting feedback through design reviews and dedicated channels. I stress-test systems with real usage across projects, making iterative refinements based on designer and developer input.
This phase validates that the system works in practice, not just in theory.
The Documentation Phase
Component state documentation, usage guidelines, and detailed specifications for development teams. I create structured guideline files that capture component logic, breakpoint behavior, and brand alignment.
Documentation is designed to empower teams to use and extend the system independently.
Running Processes
Ongoing system maintenance, design support across projects, and non-destructive library updates. I establish workflows for archiving and versioning components, provide system-considered feedback on new features, and serve as a touchpoint for design consistency across teams.
Good fit
- Founders with taste who know their product feels like a mess but can't articulate what "good" would look like
- Companies that have been through the metrics-driven design process and ended up with something generic and interchangeable
- Organizations that value craft and understand that coherent visual communication is itself the value
- Teams that trust design expertise — that don't need a dashboard to believe something is working if they can see it working
Not a fit
- Organizations where every design decision requires A/B validation before shipping
- Companies that evaluate designers primarily by engagement metrics
- Teams looking for a design resource to execute specs someone else determined
- Anyone who needs their designer to care about business impact as a primary measure of success
