About me

A UX & digital product design expert with 8+ years across e-commerce, SaaS, and service platforms — across B2B & B2C. I work on complex business and operational workflows, turning ambiguity into clear, scalable product experiences through research, systems thinking, and end-to-end product ownership.

I start every project by asking "what's the real problem?", because the requested problem is rarely the right one. I sketch to think, and I let evidence guide the hard calls, so the whole team can move forward with shared confidence.