How I work

At the heart of it, my work is usually about concept and architecture — the foundations that make better outcomes possible. I'm an information architect and systemic designer by conviction. I find the underlying order that isn't visible yet, and make it workable.

Before anything else

I don't deliver results. I improve the conditions that make them possible.

The questions I ask before anything else: Why are we doing this? Who does it serve? Does it actually advance what we're trying to achieve?

Whether we call it Service Design, Journey Management, or Jobs To Be Done doesn't matter. What matters is the question behind it — and how we'll know later if it worked.

What that looks like in practice

I work from strategy to execution — always close to the product or the team.

We work iteratively in cycles of research, build, test — finding the levers that actually move things. And we decide together: do we fix this once, or do we change how you work permanently? The pragmatic way forward wins.

In a typical project, what we end up with is rarely what was originally expected. It's usually more valuable.

What I don't do

• Deliver-me-a-result projects. If the outcome is already decided, I'm the wrong person.
• UX theatre. Workshops that feel productive but change nothing. Research that validates foregone conclusions.
• Detached strategy. I'm not useful if I'm not close enough to the actual work.

What I bring

As a generalist with a long career in bring experience from 20+ years in

• Information Architecture
• Product Strategy
• UX Design
• User Research
• Service design
• Management and leadership
• Stakeholder Management

and the trained intuition what makes sense to reach the goal. Accompanied by the willingness to speak out loud, what others only think.

Now, get in touch, so we can figure out, if I'm a good fit to your needs.