VP of Design · eTags.com · 2014–2025
Built the most-trusted online DMV — from startup to $100M+ in revenue
Branding
Visual Identity
A complete brand system designed for trust from day one — logo, color, typography, and brand voice that worked across digital and print.
Branding
Visual Identity
A complete brand system designed for trust from day one — logo, color, typography, and brand voice that worked across digital and print.
Website
Marketing & Product Site
High-conversion pages that balance clarity with trust signals — reducing friction at every step for a user completing a first-time government transaction online.
Product
Web & Mobile Application
End-to-end product design across web and iOS/Android — from onboarding and checkout to account management and renewal reminders.
UX Strategy
User Journey Mapping
Mapping the complete customer lifecycle — from discovery through renewal — to identify drop-off points and design targeted interventions at each stage.
B2B Product
Dealer & Partner Portals
Purpose-built portals for dealerships and fleet operators — bulk title processing, real-time status tracking, and role-based access for large teams.
Earning trust in an industry built on skepticism
Vehicle title transfers and registrations aren't impulse purchases — they're high-stakes legal transactions that people had always completed in person at a government office. The idea of doing it online felt risky, unfamiliar, and easy to get wrong.
eTags had to earn that trust from the first pixel. A confusing flow, an off-brand moment, or a single unclear step could send a user straight to a competitor — or back to the DMV line. Every design decision carried real stakes.
Full-stack design ownership across eleven years
I joined as the first designer and shaped every layer of the brand and product — from the initial logo and visual identity through the checkout flow, mobile apps, design system, marketing site, and performance creative.
As the company and team grew, I built the infrastructure that kept design consistent and moving fast: a component-based design system, documented UX patterns, and a culture of testing and iteration informed by real user behavior.
- Brand identity and visual language — logo, color, typography, illustration
- End-to-end product UX — information architecture, flows, checkout
- Design system — scalable components across web and mobile
- iOS and Android app design, iterating through multiple major versions
- Marketing site, landing pages, and performance marketing creative
- Hiring and mentoring designers as the team scaled
Category leader with the highest customer ratings in the industry
eTags became the #1-rated online DMV service — 200,000+ five-star reviews, more than any other online title and registration platform in the country. Monthly traffic grew to 500K+ visitors across web and mobile, and the business scaled past $100M in annual revenue.
The investment in trust-first design compounded over time: repeat customers, word-of-mouth growth, and an NPS that consistently outpaced the industry. A product people return to year after year because it simply works.
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