Twelve years on a single problem: how one product stays coherent as a system while genuinely belonging in each market it enters.
A ~2-year UX strategy, delivered while the product kept shipping
A two-year restructure of a telehealth app, delivered while it kept shipping - from a directory of services into a platform organised around how people describe what is wrong.
Designing for the moment someone decides to commit - without a salesperson in the room
A sales-led B2B product rebuilt as something an SME could understand, trust and buy without a salesperson in the room.
Decide what is genuinely universal, decide what must flex, and make the boundary explicit enough that people can move quickly on either side of it without asking permission.
A working lead. I still own the hardest surfaces myself, set the craft bar by shipping, then scale it through the team.
Working in the code closed the gap between what I drew and what shipped - there was no handoff to lose fidelity across, because there was no handoff.
A recurring experience review with C-level and cross-functional stakeholders - narrative walkthroughs of real user journeys rather than feature demos, building an org-wide definition of design excellence.
Weekly critique, paired sessions and explicit craft standards - reviewing work in a way that taught the reasoning rather than just correcting the output.
Distributed, cross-cultural teams and design-thinking workshops - building shared direction with local stakeholders who understood their market far better than any central team could.
The design system was featured on the Figma website as a standout example of design system excellence.
Experience designer and design leader with twelve years shaping products for people in markets that are not my own - across Southeast Asia, Europe, Latin America and India. A Master of Architecture trained me to design for how people move through space, which is why I gravitate to experiences that span the screen and the world beyond it.
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