Design the intent.
Ship the proof.
I design AI-powered products that get adopted and move metrics. From discovery to delivery — with a bias toward shipping.
+12%
Avg. cart size
Rexel NBO
+9 NPS
Satisfaction lift
Rexel NBO
+17%
Monthly recurring users
D&M Weekly Insights
34%
Sessions via feature
D&M Weekly Insights
Selected Work
Projects that shipped
Process
How I work
I don't follow a fixed process. I follow the problem. But there are five principles that shape every project I take on, regardless of context or company size.
These aren't values on a slide deck. They're observable behaviors — things colleagues and clients consistently notice about working with me.
Start with the decision
Who makes it, when, and with what information? Work backwards from the decision point to what the product needs to do.
Prototype to think, not to present
A prototype is a question made tangible. It's not a deliverable — it's a tool for learning fast.
Design for trust and adoption
Beautiful products nobody uses are failures. The goal is something people want to use and that actually works.
Think in outcomes
Features are hypotheses. Every design decision is a bet on behavior change. Track whether the bet paid off.
Research as shared infrastructure
Insights are team assets, not designer deliverables. Make research available and continuous.
About
Strategic design for the AI era
I'm a Strategic Product Designer focused on AI-first products and digital transformation. I've spent the last decade at the intersection of business complexity, user need, and emerging technology.
My work lives between strategy and execution. I diagnose product problems, design the solution, prototype it, test it with users, and stay around to see it ship. I've worked in enterprise B2B, run a startup as a co-founder, and advised teams on using AI as a genuine design tool.
I believe AI is the most important shift in product design since the smartphone. Not because it automates design — but because it changes what products can do and what users expect.
AI-First, Human-Led
AI is a thinking tool, not a replacement for judgment. I design for how humans and AI can collaborate, not compete.
Shipping = Accountability
A design that never ships is a hypothesis. I take responsibility for outcomes, not just deliverables.
Systems Thinking
Every product is a system. Every feature affects something else. I design with the whole in mind.
Research as Infrastructure
User insights should be available to the whole team, always. Research is not a gate, it's a river.
Tools & Stack
Contact
Let's build something worth shipping
Open for senior product design roles, AI product missions, and innovation consulting.