Work History

Since 1995, I have been focused on user experience and product design for a few larger companies and as a freelance consultant.

Self-Employed (The Gerstle Group, Inc.) 2006-Current

User Experience, Product Design and Information Architecture Consultant
Consulting Product Designer providing User Experience Expertise, Information Architecture and Wireframe Functional Schematics for rich, user-centric, browser-based applications direct to client and through the agencies below.

• Work with clients as a principal and consultant leading teams to deliver successful user-centered solutions for e-commerce interfaces, mobile applications, enterprise applications, and marketing campaigns.
• Design thoughtful and award-winning user-focused interactions, leveraging customer research, usability tests, card sorting research, heuristic analysis, and more.
• Define process flows, information architecture, personas, wireframes and prototypes, to become the backbones for successful digital development.

  • RAPP 2017-Current
  • Mahalo Digital 2015-Current
  • Asterix Group 2012-Current
  • Conscious Creative LLC 2010-Current
  • Naviscent LLC 2006-Current
  • Solution Set 2011-2013
  • Traction 2010-2011

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  • Architecture
  • E-Commerce
  • Education
  • Direct Marketing
  • Municipal
  • Museum
  • Pharmaceutical
  • Politics
  • Technology
  • Telecom
  • Security
  • Shipping/Logistics
  • Software
  • Solar
  • Wine


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Platforms and Technologies

  • Axure
  • Balsamiq
  • Complex Forms
  • Database
  • E-Commerce
  • Email Marketing
  • Enterprise
  • Mobile
  • Responsive Design
  • SaaS
  • Visio



Autodesk, Inc. 2000-2005

Sr. Web Producer – Consultant
Managed information architecture, and content development onto Autodesk’s Sales and Marketing partner portal

• Increased user engagement (time-on-site) by 30%, and total registered users by 40% over one year.

Sr. Web Producer / Product Manager
Managed Internet development projects, interactive online tools, marketing programs, and campaigns

• Implemented company-wide standardization and library of interactive web components.

• Implemented development and deployment standards for online marketing content.

• Implemented user behavior-based marketing and content development.

IMSI 1995-2000

Sr. Product Manager / Executive Site Producer
Developed and managed product roadmaps and strategies to contribute to the long-term growth of the business division

• Increased product line sales by 300% over 4 years.

Sr. Technical Support Representative
Provided online and phone support to customers for full line of IMSI products

• Developed company’s first web-based “FAQ” resources.