I’m a senior user experience designer who works end‑to‑end, guiding organisations from early discovery through to final UX/UI design. I bring structure to complex challenges, align cross‑functional teams and turn real user needs and business opportunities into solutions that genuinely make everyday life easier.

I’m a senior user experience designer who works end‑to‑end, guiding organisations from early discovery through crafting rapid prototypes, to iterate and polish the final UX/UI design. I bring structure to complex challenges, align cross‑functional teams to turn real user needs and business opportunities into solutions that genuinely make everyday life easier.

Empathize
I start by understanding people - their motivations, frustrations, workarounds and constraints. Through research, interviews, data analysis and AI‑supported synthesis, I uncover the real problem behind the stated one. I balance these insights with business goals and operational realities so the work reflects the full human and organisational context.

Define
I turn complexity into clarity. I frame the problem in a way that teams can rally around, map opportunities, and create a shared understanding of what matters most. AI helps me accelerate pattern‑finding and scenario exploration, but human judgment guides prioritisation and direction.

Ideate
I help teams imagine what’s possible. Through collaborative workshops, co‑creation and AI‑assisted concept generation, I expand the solution space and challenge assumptions. Every idea is anchored in feasibility, user desirability and long‑term scalability, so creativity stays connected to real‑world impact.

Prototype
I translate strategy into experiences people can actually use. I design thoughtful flows, hierarchy, states, components and micro‑interactions that feel intuitive and supportive. Rapid prototyping lets me explore variations quickly and ensure the final experience is coherent, accessible and robust.

Test & Iterate
I validate early and often - with stakeholders, users, and data. Through design critiques, user evaluations and AI‑supported analysis, I uncover patterns, risks and opportunities. Each iteration sharpens the experience until it feels natural, trustworthy and ready for real‑world use. This approach reduces uncertainty and ensures that decisions are grounded in evidence rather than assumptions.

How I work across the system
Great experiences don’t live only on screens. Using service design and systems thinking, I connect customer journeys to the people, processes, data and organisational structures that shape them. My focus is always on creating solutions that work for the humans involved- the users, the employees and the teams who keep the service running every day.
Often, the outcome is a digital product, since I’m deeply involved in designing intuitive interfaces and flows. But sometimes the right solution is a change in process, a shift in responsibilities or a new way of working. I always start with the problem and the “how might we,” from there, I choose the solution that best meets real needs, drives meaningful impact and can be sustained by the organisation.