My 6+ years body of work spans consumer and SaaS fintech, enterprise admin tools, automotive, aviation, developer experience, design systems and more.
These days I'm focused on designing for growth and conversion. I’ve got hands-on experience in UX research, interaction design, prototyping, usability and A/B testing, plus some conversion optimization training from the CXL Institute.
Always be collaborating
The best growth work happens when design, product, engineering, and marketing are in sync. I love working side by side with cross-functional teams to uncover insights, align on goals, and move fast together. I bring ideas early, stay open to feedback, and treat iteration as a team sport. Good collaboration helps us test smarter, ship faster, and learn as we go.
Function first, then form
I care deeply about how things look, but not at the expense of how they work. I start by making sure the experience is clear, usable, and drives the right outcomes, whether that’s increasing activation, reducing friction, or nudging the right behaviour. Once the core experience delivers value, I layer on visual polish to make it feel effortless and engaging. Good design should convert and delight, but always in that order.
Skepticism is a virtue
Skepticism is a feature, not a flaw. I’ve learned to question assumptions, even my own. I’m always asking: Is this really solving the problem? What evidence do we have? What’s the simplest version we can test? Healthy skepticism helps me stay focused on outcomes, not just outputs. It’s not about being negative, it’s about making sure we’re solving the right thing, in the right way.
