About

Nine years leading design end-to-end on complex B2B platforms, from early discovery through delivery, while building the practices, systems, and processes that let design scale with the product. I combine systems thinking with research-driven decision-making and AI-augmented workflows, consistently translating that work into measurable gains for users and the business alike.

Good design should feel invisible and still change everything. I think in full journeys, acquisition to retention, chasing the small details most people skip past, because that's usually where the real friction hides. Data doesn't replace intuition for me : it sharpens it. Every flow I ship starts from how people actually behave, not how we assume they will.