I'm Joshua — a UX designer in Southern California. I found design through a game I couldn't put down, and now I work across interfaces, brands, and the businesses they live inside. The aim is always the same: clear, considered, and never boring.
A concept redesign of League's ranked tab, focused on making competitive play feel rewarding for new and returning players alike.
Rather than impose my own style, I worked within Riot's existing design language — matching their typography and hierarchy so the redesign felt native to the game, not bolted on.
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A premium California glassware brand I built solo — brand strategy, identity, the full store experience, content, and photography, taken to a live launch.
Took it from 0→100, solo — the brand, the full store UX/UI, the storefront coded from scratch with Claude Code, plus the real logistics: sourcing suppliers and running the marketing.
Read the case study →
From game UI to a brand built from scratch, the work has stretched me across the whole product stack — research and interface design through brand, photography, and shipping real code. Here's the range.
User research, surveys & synthesis, competitive & market analysis, problem framing, user flows, information architecture, wireframing, task-based usability testing, conversion-focused e-commerce UX, edge & empty-state design.
Visual hierarchy, typography, design systems & components, interface design, responsive & mobile layout, interaction & micro-animation, accessibility (WCAG, reduced-motion).
Brand identity, naming, logo & wordmark design, art direction, brand voice, e-commerce & storefront design, merchandising & conversion, 0→1 product thinking.
Product & studio photography, lighting for reflective glass, retouching & compositing (masking, background replacement), color consistency, editorial / lookbook art direction.
HTML, CSS, JavaScript, responsive front-end, Shopify & Liquid theming, AI-assisted development (directing, verifying & debugging production code), GraphQL / Admin API, Git & command line, static hosting & deployment.
Organic social strategy (TikTok / IG), paid ads & platform-policy navigation, unit economics, SEO & structured data (JSON-LD), retention via rewards & reviews.
Figma, Shopify, Photoshop, Lightroom, Claude Code, Pirate Ship, Cloudflare Pages, Git.
Constraint-driven design, brand strategy & positioning, go-to-market in restricted categories, pre-launch QA auditing, compliance-aware content, design ops & documentation, end-to-end solo execution.
I grew up right alongside everyday tech as it found its footing, and I couldn't look away.
My elementary school still had chalkboards when I started; by fifth grade, they'd been traded for iPads. I watched the internet grow up and interfaces go from clunky to thoughtful, and somewhere in there it clicked: good UX and UI are the quiet difference between tech that feels effortless and tech that just gets in your way.
A lot of hours in video games sharpened that instinct. I learned what makes an interface feel right, and what makes someone give up on it, and that's what pulled me into design. I want to build tech that's easier and more fun to use, and I'm just as happy working inside a tight design system as I am starting from a blank page.
Design isn't the only work I've done. I've put in time at service jobs like Jersey Mike's and serving at a Korean BBQ spot, alongside hands-on trade work: cutting and applying vinyl and decals for pro-am race cars, and wrapping vehicles and applying decals for Nike and entertainment studios on video and promotional shoots. It's given me real range — I've worked across a lot of different niches and industries, and I carry that variety into everything I design.
When I'm not designing, I'm usually hunting down good late-night eats, walking off the extra calories, and walking my cat.
I'm open to UX roles, internships, and freelance — games or not. If anything here caught your eye, my inbox is open.
Say hi →