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Know-how

As a product designer, I [want to] make software more useful, easier to use, and commercially viable — so that your company can succeed by being a no-brainer choice for the target customer.

My expertise lies in UX+UI design. By relentlessly pursuing excellence in both form and function, my know-how expanded into product management. Because I worked in adtech and agencies for a long time, I also happen to know a thing or two about marketing and growth. 20 years of practice, a few dozens of projects, and several leadership roles later, I can operate product development from idea to market to scrapyard.

Scale-up environments taught me how to deal with growing pains, however, my forte are startups and 0-1 innovation projects. Typically, I report to executive stakeholders whom I help drive vision, strategy, and value proposition. With my day to day firmly grounded in managing interdisciplinary development teams through long-term roadmap execution.

Making an app that runs fast, looks good, and people know how to use straight away is the easy part of the job. Determining what it needs to do, shouldn’t do, why it needs to be that particular way and not another to succeed… that’s the tricky part. And the value I bring to the table.

In practice, it means:

  • Uncovering insights with market and qualitative user research
  • Removing usability friction by making the interaction simpler, even if it means changing business logic
  • Solving numerous technical challenges that often require pushing the boundaries to get an optimal solution
  • Collaborating with business development stakeholders on commercials, marketing, and support
  • Interrogating quantitative data about how the product is being used in the wild to diagnose improvements, or whether something is better retired

The way I see it, product design is an art and science method to the madness that requires a fair amount of sageness to know when to build what, which corners you can cut to still deliver on time and budget without sacrificing quality, and how to navigate the murky waters of emotions and politics.

I believe good design comes from deeply immersing yourself in the problem and the world of people you’re designing for to see the solution from their perspective.

My style is to lead by example — of staying on top of my game as a hands-on IC who can walk the boardroom talk. The work I produce might, or might not, win you awards, but it has a track record of significantly improving KPIs and becoming a market hit on more than one occasion.