About

Driving innovation and user-centric experiences for over two decades

My career began with a simple belief: that great digital experiences are born from understanding people. With over twenty years of experience, I’ve had the privilege of shaping products and strategies across diverse sectors—from government and retail to the private sector. My goal is to build solutions that not only look good and function flawlessly but also deeply resonate with the people who use them.

My expertise

As a seasoned Design Leader, my work is centered on a human-first approach to technology. My core specialisations include:

• Human-Centered Design (HCD): I embrace user-centric methodologies to identify genuine needs and translate them into intuitive, impactful products.
• UX/UI Design: I craft engaging and visually appealing interfaces that delight users, build brand loyalty, and drive meaningful engagement.
• Design Systems: I lead the development and implementation of scalable design systems, which streamline workflows, ensure product consistency, and empower teams to innovate faster.

Extending the experience

I believe that a great product is a holistic experience. Beyond my core design work, my skills extend to:

• Graphic & Digital Design: Creating the visual assets that define a brand’s identity and enhance the user journey.
• Front-end Development: Bridging the gap between design and engineering, I collaborate with developers to ensure that every pixel and interaction is brought to life with precision.
• Animation & Video Editing: I use motion graphics and storytelling to bring complex ideas to life, creating dynamic visuals that captivate audiences and communicate messages effectively.

By combining a deep understanding of human needs with technical and creative skills, I am able to deliver end-to-end digital solutions that exceed expectations and make a tangible impact.