I shape digital products from conception to adoption. With years of experience directing a wide range of disciplines to make complex software systems useful and easy to use. My approach to design is driven by relentless pursuit of business, technology, and user experience insights that can inform better product design solutions.
A fascination with computers has led me to the intersection of applied arts, information technology and fast growing markets. I feel at home when I am close to their cutting edge, where sparks of innovation fly around.
First, you crawl
I did it in a marketing agency bootcamp where I learned to design for engagement and optimise for conversion. The experiences trained me to be creative on demand, provided insight into different business verticals, and expanded my know-how into print, video, and 3D production. They are the foundation of my generalist skillset and penchant for bold brands.
Eventually, you learn to walk
As I was earning my UX/UI design stripes, I started a few side-hustles and got into product management by necessity. First, I learned that good design can only happen if given a seat at the table. But to lead it, design has to take responsibility for its impact on the business and beyond. IRL, you design for acquisition and optimise for ROI, or it’s game over.
2010 - 2013 — Freelance design consultant
2013 - 2018 — Celtra, VP of Product
Clients: Unilever, Google, Facebook, Uber, Netflix, Vice, Bloomberg, Hearst, NBCUniversal, Kargo, et al