I’m the person for when
the thing has to work.

I didn’t come to design through design school.

I came through retail floors, customer experience, business strategy, marketing and building websites — years of watching where products made people’s lives harder than they needed to be, almost always for structural reasons, not visual ones.

Features get added faster than the underlying model can absorb them, and the interface ends up as an apology for the mess. I start at the other end: work out what the product actually is, then let that shape the screens.

I also build — Webflow, Shopify, Figma and the implementation in between — so what I design can actually exist.