Hi there!
I blend my Advertising background with UX expertise to craft intuitive, high-impact digital products.
About me
With over two decades of experience, I’ve explored creativity from different angles—first in advertising, crafting compelling brand narratives, and later in UX/UI, where I’ve been dedicated to designing meaningful digital experiences.
I thrive on storytelling. Whether shaping a brand’s identity, refining a product’s user journey, or enhancing functionality, my goal is always to communicate a clear vision. Every project I take on is about more than just design—it’s about creating connections, sparking engagement, and driving impact. Collaboration is at the heart of my process, working closely with teams to bring ideas to life in a way that’s both strategic and user-focused.
I’m passionate about blending creativity with structure—balancing artistic vision with system thinking to create experiences that are both intuitive and memorable.
Featured Work
Evolving YEMA Private Brand- From Concept to Shelf
How I approach work
Embracing a cross-disciplinary design methodology, I surpass traditional approaches by fusing UX fundamentals with a wealth of experience in Product Marketing, Digital Analysis, Market Research, and Brand Management.
My work philosophy
Clear experiences over unpredictability
As designers, our goal is not to eliminate complexity of friction, but rather create a clear, intuitive and understandable product experience. At times, this may mean adding thoughtful complexity.
We must constantly challenge our own assumptions
It’s easy to become over-confident in our ideas and opinions.
Rigorous iteration and testing can help bring clarity and confidence to the work.
Nothing great was ever achieved without enthusiasm
When tasked with a challenge I go deep into the problem so I can understand the core problem we’re trying to solve. Knowing this helps me make informed decisions and build enthusiasm for creating the best exprerience.
My work Process
-
Understanding more about the problem space, considering potential solutions and learning about the customer and business.
-
Crafting design principles to help guide project and experience decisions, and ensure alignment amongst the team.
-
Diving deep into the user journey and exploring user stories, personas, channels and user decision making.
-
Diverging wide and exploring a range of possible solutions. Testing, iterating, discussing and working through the problem.
-
Refining a chosen direction and polishing visual design, preparing designs for engineering handoff and documenting decisions made.
-
Working closely with engineering and product to ensure a successful handoff and implementation process.
-
Just because a project is live doesn’t mean the work is done. Monitor its performance to discover ideas for improvement.