Hi, I'm Craig

I am a Principal Product Designer based in New York, working at the intersection of product strategy, design, and technology.

My work focuses on identifying the missing ideas that unlock product systems and turning ambiguous, high risk strategy into shippable reality. I am especially effective in 0 to 1 and cross organizational environments, where progress depends less on execution alone and more on helping teams align around the right mental models, product primitives, and decision frameworks.

Foundations: Solving Business Problems Through Product Systems

Earlier in my career at GoDaddy, I worked across UX, interaction design, visual design, and research to solve core business problems tied to activation, engagement, and renewal.

By reframing domain churn as a symptom of unused products rather than a renewal flow issue, I helped design experiences such as Coming Soon and the GoCentral Marketing Assistant. These efforts led to over 100 percent increases in product activation and significant gains in publish rates and engagement, directly impacting revenue and long term customer value.

This period shaped how I approach product design today: by looking past surface level metrics to identify the underlying system behavior driving outcomes.

Operating at Scale: Platforms, Primitives, and Interoperability

Previously at Meta and Facebook, I led system level product work across complex, multi team environments.

At Meta Reality Labs, I helped define interoperability frameworks that unified fragmented experiences across devices and platforms. At Facebook, I contributed to reusable product primitives such as playlists that scaled across Video, TV, Music, and Cultural surfaces, driving measurable increases in watch time and engagement.

These roles strengthened my ability to operate at company scale while designing abstractions that could be reused, extended, and evolved over time.

Category Shifts: Reframing How Products Are Built and Experienced

Most recently at Hinge, I worked across Labs and executive led innovation efforts to shape how AI could meaningfully improve dating, not just as a feature, but as a category shift.

I introduced new product primitives and reframed core problems, including moving dating from a solo experience to a multiplayer experience and repositioning AI from content generation toward decision support and reflection. Rather than advocating for ideas in theory, I changed how decisions were made by turning abstract debate into concrete progress through real, experiential prototypes and live experiments.

This work helped move AI exploration into shipped features and informed long term product strategy.

How I Work and What I Care About

Across roles, I am drawn to complex, human centered problems where new ideas, not incremental optimization, are required to move the product forward.

Outside of shipping work, I care deeply about enablement: mentoring designers, building shared frameworks, and raising the bar in ways that scale beyond any single individual.