To me, good design isn’t about making things look nice. It’s about making complex things feel obvious.
The idea is simple, getting there isn’t
This is my story
The arc
I came up through graphic design, moved into web, and eventually found my home in UX, where design decisions have real consequences for real people. That progression wasn’t accidental. Each step added a layer: visual craft, technical understanding, and finally the systems thinking that UX demands. Fifteen years in, I still approach every project the same way. Start with the problem, not the pixels.
The independent practice chapter
For a significant part of my career I worked independently, taking on clients directly across industries, from e-commerce boutiques to government ministries. Working without a safety net sharpens you fast. I learned to run discovery sessions, manage stakeholder expectations, present and defend design decisions, and deliver under real business constraints. That experience lives in every project I touch.
The range
My work spans two ends of a wide spectrum. On one end: large-scale government systems where accessibility, compliance, and institutional complexity set the terms. On the other: early-stage startups where speed, ambiguity, and limited resources are the daily reality. Both have made me a better designer. Government work taught me rigour. Startup work taught me when to let go of rigour.
What drives me
Some of the most rewarding work I’ve done has been for people who had no choice but to use the product in front of them. Government systems, public services, high-stakes platforms. When users can’t just switch to a competitor, good UX stops being a nice-to-have and becomes a responsibility.
Personal closer
Design doesn’t exist in a vacuum. The more time I spend at the intersection of UX, marketing strategy, and AI tools, the more convinced I am that these three disciplines are becoming inseparable. The designers who get comfortable with all of them will do the most interesting work of the next decade, and that’s where I want to be.