I collaborate early, often, and with the right people
I’m a big believer in bringing the right roles into the room at the right time, leadership, product owners, developers, stakeholders, and anyone with meaningful insight.
Good collaboration saves time, reduces surprises, and makes solutions stronger than anything I could come up with on my own.
I work transparently, no hidden design caves
I invite relevant people directly into my working files. Not because I want them to rearrange my layers, but because open dialogue leads to better thinking.
It keeps everyone aligned on decisions, trade-offs, and the “why” behind the solution, whether it’s due to technical constraints, new customer insights, or changing priorities.
I bring a wide lens
My background spans photography, branding, communication, UI, UX and product design. That mix helps me see not just the problem in front of us, but the ripple effects that changes create across a brand, in usability, storytelling, feasibility and business impact. It allows me to connect the dots and design solutions that work holistically, not just locally.
I stay curious, especially in new domains
I’ve had the opportunity to work across many different domains, both commercial and public. Coming in with fresh eyes helps me see patterns and opportunities that aren’t always visible from the inside. But I never underestimate the expertise already in the room. I listen, ask questions, challenge when needed, and shape solutions together with the people who know the domain best.
I work insight-first (guessing doesn't scale)
Great design starts with understanding both the user needs and the business goals.
Whether I’m involved in research myself or receive insights from a team, I always anchor the work in real findings and a clear problem definition.
AI supports my work, but it doesn’t define it
AI is a natural part of my design process. I use it to accelerate parts of the work: synthesising insights, exploring hypotheses, shaping early concepts and quickly prototyping ideas. It expands the space for exploration and speeds up the craft, but the direction still comes from judgment, experience and context.
As AI becomes a bigger part of the products we build, it’s important that it doesn’t simply appear by default. Any AI capability should be intentionally designed, grounded in real user needs and respectful of its limitations. Thoughtful AI adds clarity and value to an experience; it doesn’t complicate it or overshadow the human goals behind it.
I keep projects moving, with structure, realism, and clear expectations
I’ve worked with fantastic project managers, and in many cases acted as one myself (title or not).
I value clear timelines, realistic scope, and open communication when plans shift.
Good design isn’t just about craft, it’s also about steering the project so the team can deliver something we’re proud of.