Senior product designer. Ten years, mostly in Europe, now in the US. I’ve done ecommerce and customer facing work, but I’m happiest in B2B SaaS, where products are complicated and someone has to make them simple. That’s usually me.

I think in systems and work from evidence. Audits, data and research tell me what’s actually broken. Testing tells me whether I fixed it. Opinions are welcome; they just don’t get a vote.

I design, and I build. I code my own frontends and prototype live, because a mockup has never once looked wrong in a meeting. AI runs through everything I do now, with Claude, Cursor and Figma MCP doing the heavy lifting while I do the thinking.

Design systems are where I do my best work. Get the foundations right first. It costs more up front and pays back every day after, which is more than most investments manage.

I’m pragmatic and to the point. If something doesn’t earn its place, it goes.

Away from the screen, I paint and make AI fashion films. Good design starts with taste and ends with something that works.