Product · Design · Strategy

From complex problems to products worth building.

I work across product strategy and design to uncover the real problem, identify the opportunities that matter and turn them into products with multidisciplinary teams.

View my work →About me

Selected work

Alma

Turning a complex human challenge into a product opportunity.

Define

Problem framing · 0→1 · Product strategy

Private case study

B100

Turning an undefined banking proposition into a product people could actually use.

Build

0→1 · Product strategy · Product direction

Private case study

Oysho

Turning a brand transformation into a coherent digital sports ecosystem.

Scale

Product strategy · Ecosystem · Design leadership

Private case study

About

I'm a product designer with 10+ years of experience turning ambiguity into product direction — and product direction into things that actually get built.

I'm most useful when the path isn't obvious yet: understanding what's really happening, challenging assumptions, connecting business, design and technology, and helping teams decide what's worth building before jumping into solutions.

Over the years, I've moved between hands-on design, product strategy and design leadership. I enjoy staying close to both ends of the work: shaping the direction with multidisciplinary teams and getting close enough to the product to care about the details people may never consciously notice.

After taking time away from work to care for someone close to me, I came back with a different perspective on the systems we design — especially when people have to navigate them in difficult moments.

It reinforced something I already believed: good products don't just work on paper. They have to work in real life.

There's a simpler way I usually describe how I work.

I make things happen