ABOUT
I came to design through an unusual route. I started in sales and marketing at an IT company — the unglamorous kind, connecting banks to telco infrastructure. I met people building digital products and realised I wanted to be closer to that. Not engineering, not purely visual. The thing in between or perhaps a thread that connects the two.
That background taught me to speak the language of engineers and stakeholders alike. And the muscle I built doing it — understanding what people actually need versus what they're saying — turns out to be the core of good product design.
It's been four years in product design, mostly in a design agency. Complex domains, high stakes, lead roles with little guidance. I work best when the problem is genuinely hard and the people around me care about getting it right.
And at the end of it, what brings me genuine satisfaction is seeing an idea close the loop — from a problem that mattered to something real that people can use.
What I bring
I bring clarity to messy problems and I make the team better in the process, not just the product.
4 years designing complex B2B systems, end-to-end and in lead roles
Deep experience in high-stakes, data-heavy domains — enterprise workflows, regulated industries, multi-role platforms
Research-led approach that reframes problems before execution, not after
Strong track record of alignment — bridging engineers, stakeholders, and users without losing the thread
Delivery accountability from discovery to launch, with measurable outcomes
Tools
Figma · Framer · Maze · Hotjar · Design Systems · Frontify · Storybook · v0 · GitHub · Cursor · Claud code
How I work
Async first. Written communication leaves a trail, respects people's time, and forces the thinking to actually happen. Meetings are for what writing can't solve.
Deep work over constant availability. I protect focus time and I think teams that do the same tend to produce better work. Ad hoc meetings has its place, but it works best when it's intentional, not the default.
No fixed playbook. Every project gets what it actually needs. The approach follows the problem, not the other way around.
AI as an extra pair of hands. I use AI to move faster on the right things — research synthesis, prototype content, stress-testing logic. Where human judgment is the point, I'm the one making the call.
