I’m a UX strategist focused on the intersection of structure, business outcomes, and emerging AI-driven product experiences.

I’m not a typical UX designer. Running my own agency shaped how I approach design — not just as interface decisions, but as business strategy. Over the years my work evolved from designing for myself, to designing for CEOs, to designing for users — and ultimately to designing for both business and human needs at scale.

My core strength lies in Information Architecture and systems thinking. I’m drawn to complex products where clarity, governance, and structure determine whether a product succeeds or collapses under its own growth. This perspective has taken me across the full UX spectrum — research, UI, analytics, conversion strategy, and design system governance, including large-scale work such as Design System Governance for Nissan.

More recently, my focus has shifted toward how AI is reshaping product thinking. Through my blog “Not a Robot” and my ongoing work on AI UX patterns, I explore how designers can move beyond surface-level AI features and toward meaningful human–AI interaction. I’m particularly interested in how strategic AI adoption changes decision-making, workflows, and the role of design itself.

I believe inclusive design starts with clarity — reducing cognitive load, structuring information responsibly, and ensuring that AI augments human agency rather than replacing it. Good UX isn’t just accessible; it’s understandable, adaptable, and ethically grounded.

Looking ahead, I’m focused on design strategy, creative product direction, and institutionalising strong DesignOps practices that help organisations scale design without losing coherence or humanity.