Hello I'm Sid!

I am a Principal Product Designer, a storyteller at heart, and a proud Ravenclaw living in San Francisco.

I view product design through the lens of a filmmaker. With a BFA in Painting & Graphic Design from Maryland Institute College of Art and an Associates in Film Arts from Whistling Woods International, I believe that every interface is a narrative waiting to unfold. Whether it's a feature screenplay or a global software platform, my goal is the same: to pace cognitive load and create a cohesive, member-centered journey for the audience. ​ ​

My career is anchored in designing high-craft, 0-to-1 consumer experiences at massive scale. I established cross-domain UX standards and multimodal TV interfaces for Amazon Alexa, launching across 10M+ smart TVs. At LinkedIn, I drove dynamic content discovery by designing the 0-1 Financial Hub and shipping widgets to over a million users. At Life360, I distilled ambiguous edge-cases into zero-fail safety networks, safeguarding over 50 million users with features like Data Breach Alerts and SOS. ​ ​

Currently, I am leading design evolution at IQVIA. My focus is on architecting scalable, machine-readable design systems that empower cross-functional teams to bridge human intent with dev-ready execution. ​ ​

When I'm not designing, I'm writing stories. My top five movies are The Sixth Sense, Mean Streets, Breathless, Memento, and Y Tu Mamá También. ​