Designing for humans, not screens. Turning user insight into meaningful, measurable outcomes.
I was always captivated by the combination of art and technology, and how creativity and innovation come together to shape meaningful experiences. That curiosity led me to a bachelor's degree in Graphic Design. As a student I worked part-time as a customer support agent for a pharmacy prescription product built on DOS, where I discovered my passion for solving user problems through digital products.
Since then I've worked across a wide range of products and cross-functional teams. At HelloFresh I helped design a unified procurement platform used across multiple markets. At Newzoo I shipped a key feature in a games analytics platform that addressed a churn risk and improved user satisfaction.
With a strong focus on business strategy, systems thinking and the possibilities of AI, I work across design research, AI-powered tools, rapid prototyping and user testing. My goal is to align teams around a shared vision, so every product I work on is purposeful, user-centred and strategically sound.
Five steps that keep communication clear, decisions grounded in data and everyone aligned.
Go beyond the initial problem. Map the whole system of users, forces and second-order effects to understand the true landscape of the challenge.
Instead of only breaking the problem down, synthesize every insight into the central tension we need to resolve.
Human creativity sets the direction; an AI partner explores the adjacent possibilities. Generate, curate and combine concepts into genuinely new solutions.
Evaluate whether the solution fits into people's lives, not just whether it works. Qualitative, quantitative and even biometric data help find and remove dissonance.
Treat the launch not as a final hand-off but as the birth of a living system. Use data and continuous feedback from everyone involved to monitor, learn and evolve.
Mentorship is my way of giving back to the design community that shaped my own journey. Helping people solve their problems is something I live for.
I explore emerging tools and treat generative AI as a creative partner. I've made more than 2,000 songs with Suno. Here's one.