With over 12 years of experience designing digital products, I’ve worked across the full UX spectrum — from highly specialised roles in large enterprises to leading end-to-end product design in fast-moving startups and scaleups. I flex my approach to fit the environment: embedding deeply in teams, working side-by-side with engineers to ship fast and learn faster when speed is the priority, or crafting robust, scalable design systems and documentation when clarity and scale matter most.

But my impact doesn’t stop at execution. I routinely influence product strategy by rooting design in continuous discovery — blending qual research, data, and team rituals to shape roadmaps, surface risks, and drive meaningful iteration. I collaborate across the business to align design efforts with strategic goals, from streamlining internal tooling to improving customer experience and reducing cost to serve. Whether it's introducing UX metrics, scaling AI-enhanced ops, or building two-way trust between design and engineering, my focus is always the same: delivering work that matters — to users, and to the business.