I design apps,
invent products,
and imagine new ways of seeing information
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For over 15 years, I’ve helped startups and Fortune 500 companies question assumptions, define direction, and build better products and services. My work brings together product design, UX strategy, and an understanding of the systems that shape people’s experiences.
product design & business strategy
Snapshots
select works
My work spans everything from models that reduce cognitive bias and new ways of visualizing information to rebuilding service platforms from the ground up. Startups have gone from early ideas to funded MVPs, giving them more room to focus on impact rather than paperwork. For Fortune 500 companies, that work has included developing design systems and restructuring products and sites that had become overly complex for their own good.
Product/Service Design
I consider every product a service at its core,and every service an experience. I build systems that serve real needs with precision, consistency, and dignity. We avoid bloated surfaces and focus on flow, continuity, and long-term usability.
UX Research
I’m committed to UX research that can withstand scrutiny—research grounded in real behaviour, representative evidence, mixed methods, and hypotheses that can be tested, challenged, and disproven.
Creative Direction Team Development
I help organizations foster creative environments that value diversity, rigor, and personal modalities of working. Whether training internal teams or building them from scratch, we support creative leadership that knows how to think—and how to help others think more soundly. Neurodivergence isn’t a liability—it’s a resource.
Strategic Foresight
I use speculative design, weak signal analysis, and scenario planning to imagine products, systems, and markets that do not yet exist. The goal is not to predict the future, it is to create ideas capable of shaping it—by identifying emerging technologies before they become obvious and turning them into concepts/
Behavioural Strategy
I utilize my knowledge of behavioural economics to motivate users and design truly memorable experiences that lead to critical mass adoption. An understanding of the multitude of human biases we hold deep makes teams more rational and effective problem solvers.
Graphic Information Design
I value data over hearsay, which is why making complex information easy to understand has always been central to my work. Whether through purposeful dashboards, static reports, or interactive visualizations, I design systems that reveal the right level of complexity for the audience.
Focus areas
How I help people and organizations
Clients
Who I've worked with
I’ve worked with the world’s largest tech companies and one-person startups running on grit and coffee, supported early-stage founders through acquisition, influenced billion dollar urban transit policies, and streamlined global e-commerce operations for companies moving millions of dollars per month internationally.
In 2025, we now work exclusively with businesses and institutions that operate with integrity, purpose, and foresight.
Philosophy
How I see design
Anti Essentialist
I don’t ascribe to the concept of oversimplifying the human experience into a set of fixed personas, rigid archetypes, and fictional one-directional journeys. Experience is fluid, cultural, and context-sensitive. I design systems that give people the freedom to navigate, while disseminating unbiased information.
Design as is a Force for Good
Design isn’t about making life easier in a vacuum—it’s about reducing cognitive burden, strengthening inclusive institutions, and ensuring the future isn’t built on borrowed time. My work aims to benefit the humans using it, civilization, and the ecosystem—in balance.
Embracing science, while being open to the uncertain
I combine behavioural science, statistical inference, and philosophical framing to ground decisions in reality—not presumptions. I lean on data with adequate sample size, yet remain skeptical of easy answers. The job is to understand—not just to validate. Models over mood-boards.
Moral frameworks > brand fluff
When one delivers a solid product, the need to continuously advertise and burn money on marketing diminishes significantly. Why? Because good products / services / experiences market themselves naturally. When we ask for advice, or a suggestion—who may we go to, with whom do you trust the most? Good experiences breed word-of-mouth marketing and that propagates naturally. Zero overhead.
Function > Aesthetics
UX or product design is a process of conscious thought, not a quest for visual novelty. Form follows understanding. I don’t treat beauty as a goal—it’s a side effect of clarity, balance, and the application of universal principles.
Writings at the insection of psychology, business, science and design
Articles
Protected: The Value of Chunking and Omission
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Protected: The Billion-Dollar Feature
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Protected: Design Sprints are Absurd
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Protected: Why Great Design is Marketing Gold
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