How I work
I design for humans living in an artificial world. In practice, that means working on 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? And what would it take to call this a success?
Whether we call it Service Design, Journey Management, or Jobs To Be Done doesn't matter. What matters is understanding the need and the value behind it. When this is agreed the path forward is clear.
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 and often comes with sustaining change.
What I don't do
Deliver-me-a-result projects. If the outcome is already decided, I'm the wrong person. Neither I'm willing to run your UX theatre. Workshops that feel productive but change nothing. Research that validates foregone conclusions. And I'm the opposite of a business consultant, I don't deliver detached strategy. I'm not useful if I'm not close enough to the actual work.
What I bring
I bring the ability to understand context and consequences — and then actually design for the desired outcome. I've spent 20+ years working across many sectors in product strategy, information architecture, user research, service design, accessibility, and privacy. Not as separate disciplines but as different angles on the intersection of human needs and business value. And expect me to challenge you on both aspects.