About

I'm Edna, a product design leader based in Anaheim, CA

I think in systems, notice the details, and care about how things hold together at scale. For most of my career I've been the first or only designer, standing up practices and leading cross-functional teams from research through delivery. Alfaro Haus is the body of that work.

Right now I'm leading design at Replicant, working across AI agent platforms, analytics, and enterprise tools. I also run Many Hats, a resource for solo and founding designers.

Outside of work I enjoy concerts, horror movies, traveling, and losing spectacularly at board games.

Experience

Design leadership shaped by every kind of team

15 years building design practices from the ground up, leading cross-functional teams, and shipping products across enterprise, B2B2C, agency, and startup environments.

Replicant 

Lead Product Designer

Jun 2025 — Present

Current

Driving design strategy and execution for an AI agent platform, bridging product, brand, and service design to scale agentic systems for enterprise CX.

AI agents, Product vision, Design systems, Cross-org

Vetsource 

Sr. Product Designer, Design Lead

Jun 2022 — May 2025

Built a foundational in-house design team from the ground up. Led 4 designers across a B2B2C ecosystem, delivering solutions for veterinary practices and white-label partners including Petco, Royal Canin, VCA, Costco, and Amazon.

Design ops, Kibble design system, Mentorship, Analytics

Station 

Sr. UX Designer, Design Lead

Jun 2021 — May 2022

Led a design team of 6 for Toyota Motor North America, enhancing their mobile app and in-car multimedia system. Also led UX for Kawasaki connected vehicles and designed an Alexa demo app for Amazon at CES. Promoted to spearhead agency-wide design operations and design system governance.

Toyota app, Vehicle HMI, Kawasaki, Amazon Alexa, Agency ops, Loom design system

Marshall B. Ketchum University 

Digital Marketing Manager

Mar 2017 — May 2021

Promoted from Graphic Designer to lead digital marketing. Oversaw concurrent website redesigns, trained 22 content editors on Drupal, and built a social media program that grew Instagram impressions by 86%.

Brand identity, Web redesign, Accessibility

Pretend City Children’s Museum 

Web/Graphic Designer

Feb 2014 — Mar 2017

Led art direction across marketing, events, and exhibits. Built a WordPress site in 3 months from inception to launch, improving mobile usability, content strategy, and SEO.

Art direction, WordPress, SEO

BuyShade 

Graphic Designer

May 2011 — Feb 2014

Supported e-commerce operations with design production, customer research, technical writing, and SEO strategies.

E-commerce, Brand identity

Education

MS, User Experience Design

Kent State University

2019 — 2021

BA, Studio Art

University of California, Irvine

2007 — 2012

Notable clients

Toyota, Petco, Costco, Amazon, Royal Canin, VCA, Kawasaki, KDDI