About

Strategic, Collaborative, and Creatively Versatile

My foundation is in interaction and visual design. Over time, my scope has expanded into product and service design, strategy, and design direction.

Over the past decade, I’ve worked mainly in complex environments where products, services, technology, and organizations intersect.

I’m often brought in when problem spaces are unclear, ecosystems have grown fragmented, design languages need to evolve, or teams struggle to connect human needs with business goals and technical realities.

My strength lies in creating clarity and translating it into design – framing the right problems, shaping direction, and crafting compelling product experiences and design languages that hold up over time.

I work in a calm, collaborative way, combining empathy and systems thinking with a strong eye for detail. I’m comfortable moving between strategy, design direction, and hands-on execution, helping teams turn complex requirements into coherent, high-quality experiences.

I’m most effective where complexity meets responsibility – where clear direction matters as much as thoughtful execution and craft.



Over 20 Years Designing at the Intersection of Strategy and Experience

As a trained interaction and visual designer, I began my career in communication and advertising before shifting my focus to digital products and services grounded in human needs. Since then, I’ve worked across complex, large-scale environments – embedded within global organizations and leading design teams in consultancies – building deep experience in UX strategy, product and service design, interaction and interface design, and design direction across automotive, healthcare, finance, and beyond.

My work sits at the intersection of strategy and execution: helping organizations frame the right problems, define a clear design direction, and translate it into coherent, high-quality experiences. This means moving comfortably between UX and product strategy, interaction and UI design, design systems and languages, and the guidance of teams – while staying close to the details that ultimately shape the quality of a product.

Turning Human Insight into Design Direction

Research and synthesis are only valuable when they change how a team thinks and what it decides to build. I use human-centered methods not as a process checkbox, but as a way to create alignment — translating what people actually need into a shared direction that can guide product decisions, stakeholder conversations, and competing priorities.

This means knowing when to go deep into research and when to move forward with what’s already known. It also means framing insights in ways that resonate with product and business stakeholders, not just design teams.

Ultimately, insight needs to translate into design. Direction becomes tangible through interaction, interface structure, visual hierarchy, design systems and patterns — and through the care and craft with which they are brought together.



I’ve worked with global organisations across automotive, healthcare, finance and beyond.

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