Discovery
We talk about what you want, what's in the way, and by when.
I make complex products people trust.
Lead product designer, 12+ years, zero to launch.
12+ years leading design end to end: products from zero to launch, the systems that govern them, and teams rebuilt around frontier tools.
Services
Something in your product isn't landing, and nobody can say exactly why. I find out.
I build products and design systems that ship even when the picture is incomplete and the rules keep changing.
Research to launch, the full arc. Products taken from zero to live across finance, luxury, real estate, and frontier tech.
Research to launch, the full arc. Products taken from zero to live across finance, luxury, real estate, and frontier tech.
Tokens, components, and rules the code itself enforces. Systems that keep whole product families consistent, screen after screen.
Direction, structure, and standards for design teams, set from 12+ years of leading the work myself.
Every screen examined, every problem ranked by the damage it does, every claim backed by testing.
Production websites designed, coded, and launched by me alone. You're looking at one right now.
How I work
I design on evidence: research, testing, and what's going wrong for the business and the people using it.
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Understand
You've paid for a redesign that fixed the wrong thing.
Scope and proposal
You get it in writing before anything starts: the work, the order, the price.
Understand the problem
I find out whether the problem you've named is the real one.
Research and benchmark
I look at how your competitors handle it, so we know what to beat.
Find the cause
I test with real people and trained personas until I can show you what's causing it.
You've launched something nobody could explain in one line.
Agree the positioning
Together we decide what it is and why anyone would pick it.
Test the message
I put that wording in front of real people to see if it lands.
You've watched developers rebuild your designs their own way.
Build the system
Your developers get a system and guidelines they build straight from.
Prototype and prove
I make it, test it, fix it, and repeat until it works.
Launch and support
I hand it over with documentation, then check in after launch.
Companies I've worked for
Yida CNCVivawang InternationalWoodTomDoItCarZecureLogos CoffeeOakwater CapitalNexara CapitalChateau Life JapanWaveAffectsRitz KornellMasterHouseNanghiaPRO360Jadegia
Get in touch
I take on two to three consulting engagements per quarter.