Hi! I’m Fred.
I design content that makes things make sense.
Born and raised in New York City, I learned early how to navigate chaos, tight spaces, and people with zero patience. Turns out that’s the perfect training for UX.
I help teams turn complex ideas into clear, useful experiences, the kind people don’t have to think twice about.
I can help you:
Make complicated things feel simple
Write content that actually moves users forward
Build systems that scale, not just one-off screens
Bring clarity to messy product experiences
Trusted by, and worked with teams at organizations you know:
Some of my work
Real problems, real constraints, real outcomes.
Optum Store
E-commerce, Care & Prescription Platform
Built from 0 to $200M+ in revenue and 1M+ users in under two years
Led end-to-end content design across ecommerce, telehealth, and prescription experiences from initial concept through launch.
Health Navigator
RVO Health & Optum
Improved task completion by 15% and usability scores by 12% by transforming complex symptom flows into clear, guided experiences
Designed end-to-end UX content for symptom input, follow-up questions, and results experiences.
Turned clinical, technical logic into conversational, empathetic guidance that built trust and reduced anxiety.
Reduced drop-off and input errors by clarifying instructions, examples, and decision points.
Aetna Medicare
Provider, Coverage, Drug List & Homepage Redesigns
Increased key user actions across high-traffic Medicare experiences, including a 378% lift to login on the Drug List page
Led content strategy and UX writing across tested redesigns for provider search, coverage, prescription drug information, and the Medicare prospect homepage, helping users find the right next step with clearer pathways, plain language, and measurable content improvements.