About Me
I'm at my best where strategy, design, and engineering have to move as one.
Craft-led. Strategy-shaped. Always building. Still close to the work, leading from the front, coaching the team, and using behavioural data to cut through the noise.
My Misson
To prove that strategy, craft, and delivery belong in the same hands. Product design isn't about the output, it's about how the problem gets solved.
Done well, every decision is deliberate, and every decision lands where it matters most, with the customer.
How I Operate
It isn't a process, it's a posture. A handful of principles that hold whether I'm leading a team, partnering with engineering, or solo in the work.
01
Get to the Root of the Problem
The quality of every decision downstream depends on how clearly the problem is understood. I push teams past the brief into the data, the customers, and the assumptions no one's questioned yet. Most teams move on too quickly, I don't.
02
Take a Position
A clear frame is a leadership act. I define what matters, what doesn't, and what we're not going to do. Strong opinions, held lightly and if the value isn't there, I'll push back, including on my own team and my own ideas.
03
Hold the Thread End-to-End
Strategy, craft, and delivery don't survive handoffs. I keep them connected, partnering closely with product, engineering, and commercial, and staying close enough to the work to catch the moments where intent and execution drift apart.
04
Use Evidence to Diagnose, Not to Argue
Behavioural data, research, and instinct each have a job. I use them to distinguish design problems from product problems from system problems, so the team solves the right thing, not the loudest thing.
05
Measure What Matters, and Sharpen the Loop
If you can't define what success looks like, you shouldn't be building it. Every change is a learning event for the product, the team, and how we work. I build the feedback loops that turn one good decision into a pattern.
Skills
A working toolkit built over 12+ years. Across product strategy, design craft, leadership, and the technical fluency to keep up with engineering.
Product
Product Vision & Strategy / Problem Discovery & Definition / Stakeholder Influence & Alignment / Commercial & Growth Acumen / Adaptive, High-conviction Decision Making
Craft
Design & Research Fluency / UX Strategy / Figma AI & MCP / Design Systems
Leadership
People-first, Trust-based Leadership / Player–Coach Approach / Team Building & Hiring / Design Operations & Capability Building
Teachnical
AI-augmented Design Practice / Front-end & Web Architecture Literacy / Product & Web Analytics / Behavioural & Data-driven Diagnostics / Prompt Engineering
Designing Success