“I work where there are moments of change.”
I've spent most of my career in organisations where something needed to evolve: a new product opportunity, a product that wasn't quite working, or an organisation that wanted to become more user-centred & strategic. I've often worked where the path wasn't clear.
Over 15+ years, I've worked across startups, scale-ups and global organisations in Europe and Asia turning ambiguity into direction, shaping products, building design teams and changing how organisations make design decisions. As a designer, I've helped startups figure out what to build, transform their vision into real products, including products that raised millions in funding and sold 100,000+ units. As a leader and manager I've managed a 15-person global design team across different regions, and worked with senior leaders to build design capability and embed more effective ways of working.
My experience spans consumer technology, travel, fintech, B2B SaaS, connected products across physical & digital experiences. I'm less interested in the medium than the problem we're trying to solve.
I now work across three areas:
CREATE
Turning early ideas and opportunities into products or experiences people want and businesses can support.
SHAPE
Helping organisations find strategic direction when products, markets or the path isnt clear.
ENABLE
Building the design capability, and ways of working that help organisations make better decisions.
How I work
Working across different disciplines has shaped how I approach problems. Whether it's a connected product, digital platform or service, I tend to come back to the same questions for clarity:
Who are we designing for?
What are we actually trying to solve?
What matters most?
What do we need to learn?
I work best between strategy and execution, understanding the end user, the business and the practical realities of getting something built. I'm often brought in when things are still a little unclear and help make sense of that complexity, challenging assumptions and help teams work out what to do next.
What I am exploring now
Today, I'm interested in AI and how to make decisions in an AI-shaped product world in the design processes, product development and innovation. AI is changing what products can do, but also how teams work and how organisations decide what to build. I'm particularly interested in making good decisons when new technology changes whats possible and meets complex, real-world problems.
I care about work that connects with people, delivers something real, and where possible changes what people expected.
Alongside my work, I write, mentor and occasionally take on advisory roles. I like staying close to new ideas and different perspectives; it keeps me curious.
