Positive, hands-on, strategic and pragmatic.
I work at the intersection of craft and leadership. With over 14 years of experience, I bring people and ideas together to break down siloes, encouraging teams to think beyond the single feature and into holistic systems. I have a high tolerance for ambiguity and am at my best during "blurry periods," storming through ambiguity to provide strategic clarity.
I believe nobody is truly aligned until they are looking at the same thing; I use the power of design to build that visual clarity, generating the excitement and laser focus needed to move a business forward. Beyond the pixels, I am a builder of processes.
I specialise in Design Ops—solidifying and evolving design practices for the AI era—to ensure high-quality outcomes are deeply embedded in the software development lifecycle. I value intent over raw capability and systems over fragmentation.
I take the work seriously, but not myself—I’m a firm believer that the best products are built by teams who actually enjoy the process and collectively own the quality.
Writing
I penned a short piece a while back called "What Chef's Table Can Teach You About Design," where I explore the unexpected connections between gastronomy and the art of crafting digital experiences. I hope it gives you more insight into my perspective on design.
Approach
Pay respect to the user. I strive to create quality experiences and advocate for avoiding shortcuts. We owe it to our users who invest their time and money in our product.
Show and tell. To build alignment, everyone must see and critique the same thing. That's why I prioritise getting something visual and tangible in front of people as soon as possible.
Progress over perfection. Perfection is a journey, not a destination. I constantly seek small incremental improvements. Build, test, and repeat.
Iron sharpens iron. You can't go far on your own. Great experiences come from teamwork, where challenging each other's ideas needs to be embraced.
It takes a system to build a system. Be it a design system or ways of working. I believe consistency breeds clarity which boosts productivity. Consistency can only come from clear contracts embedded in systems.
Think big, start small, learn fast. I believe in having a North Star as a guide, but vision shouldn't hinder agility. Ship small and often to gather quality feedback and use it to navigate your course.
Experience
Zencargo ↗
Director of Design
Head of Design
Lead Designer
Hillebrand ↗
Team Lead Product Design
Yieldr ↗
Head of Design
User Experience Designer