about

Designer, engineer, and generalist obsessed with behavioral design.

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.service types

B2C, B2B, C2B2C

.design experience

8+ years

.best known for

Communicating with Prototype

.best suited for

0→1 projects

.hello

My journey started hands-on, building brands and coding websites from scratch for independent clients. That early exposure to full-stack development (HTML, CSS, Bootstrap, MySQL) taught me to view design as living systems. It’s where I learned to be pragmatic and ensure every design decision makes sense for both business and engineering architecture.

.way of working

I thrive on setting an uncompromising bar for design quality, acting as a catalyst to elevate team's output and push the boundaries of what we can build.

My craft is building ecosystems where no tool limits the process (today figma & AI, tomorrow brainwaves?) and no medium confines the outcome (celebratory animation on screen, personalized note on delivery?). Let's embrace the complexity of the unknown, and take the first small step in bringing formless ideas to life.

.design process

Calibrated Design

Calibrated Design is an approach where the spine of the process stays fixed while the depth of each stage is adjusted to match the risk and constraints of the specific project.

Low risk iteration

A low-risk iteration on an existing flow with strong analytics might get a day of discovery, three concepts, no formal research, and a fast measure-and-adjust loop after launch.

Revenue critical product

A new revenue-critical product for an unfamiliar segment gets deep discovery, wide divergence, formal user research before anyone commits, and agreed success metrics before a line of code ships.

How to decide when research is worth it

Research is not a stage in this process. It's what happens when we can't name the riskiest assumption or can't agree on it. Before committing, we ask once, explicitly. If the answer is no, we test the one thing in doubt, not everything.