Strategy.

I was drawn to industrial design for the combination of creative problem solving with real technical constraints, and the satisfaction of making something that didn’t exist before. I learned to take products from first sketch through engineering to market, working at design agencies and smaller product-focused companies. That process taught me to always design with the end user in mind: who picks it up, how it feels, whether it actually works for them.

I transitioned into UX and carried over what mattered most: customer centricity, thinking in systems, and an eye for detail. That same willingness to step into unfamiliar territory, whether shifting disciplines, moving countries, or taking on work I hadn’t done before, has shaped most of what I’m proud of. What I enjoy most now is making sense of complexity, taking something messy and hard to articulate and turning it into a direction that a team can actually move toward.