ABOUT
I started out as an architect. I spent years learning how to think at every scale simultaneously - the city plan and the door handle, the structural logic and the material detail. That instinct never left.
When I moved into product design, I brought that same lens with me. I have a broad definition of what design means - every complex challenge, whether in a product, an organisation, or a strategy, is ultimately a design problem waiting to be framed correctly. My job is to work at both ends of it: the big picture and the fine-grain details that determine whether anything actually holds.
I'm a Head of Design and principal-level practitioner with over a decade of experience across product, UX strategy, visual and motion design, branding, and design systems. I've shipped products from 0→1 and scaled them across multiple markets, working across healthcare, B2B SaaS, and fintech - mostly in environments where complexity is high and the stakes are real.
I've trained at IDEO U in business innovation and design strategy, hold a postgraduate in UX from SWPS, and have continued deepening my practice in AI, product strategy through Kellogg Executive Education, and enterprise design thinking through IBM. I use AI as a core part of how I work - to synthesise research at scale, accelerate delivery, and stay closer to what's real.
I'm at my best when design needs to work at the level of the organisation - not just the screen.