Designer by craft.
Leader by experience.
Curious by default.

I started as a visual and interaction designer, the kind of work where you learn craft by shipping it, repeatedly, under real constraints. Two decades later I lead product design organizations, and I still believe the same thing: the quality of a product is decided by how well a team understands the person using it.

Most of my career has been spent in SaaS, where the hard problems are rarely visual. They are questions of clarity, sequencing, and trust: why a customer stalls, what makes them come back, where the product asks for effort it has not earned. That work sits at the intersection of research, product strategy, and design, and it is where I do my best thinking.

Today I focus on building teams that can do that consistently: hiring well, coaching deliberately, setting a clear bar, and creating the kind of partnership with Product and Engineering where design decisions are made with evidence rather than opinion. I stay close to the craft because leadership without it becomes abstract.