I blend problem-solving, creativity, and craft to deliver user-centric designs that drive business growth. Currently, I lead Product and Growth Design at Appvia, building a SaaS tool that simplifies platform engineering.
Simplifying Developer Workflows by Reducing Cognitive Load
Early-stage startup • Developer tooling • Hackathon
From Meeting Functional Requirements to Crafting Developer Experience
Early-stage startup • Developer tooling • Design system
Delivering Innovation from 0 to 1 at Scale in a Global Bank
Top 10 global bank • Trading platform • Change management
Facilitating Innovation with the Design Sprint Methodology
Top 10 global bank • Wealth management • Design Sprint
Breaking Down Walls to Work Better Together
Series B startup • Fintech • Cross-functional collaboration
Leading
The accomplishment I am most proud of in my career is the people I’ve helped grow and develop. I don’t just assess the work—I actively coach through 1:1 sessions to help my team reach the high standards I set. Effective management, to me, means offering clarity on purpose, goals, and priorities, while empowering designers to own the 'how' and create solutions autonomously.
Co-Creating
To drive meaningful change, a designer must be both a maker and a facilitator. I take time to understand stakeholders' perspectives, incentives, and challenges. By involving them early in the process, I ensure they’re part of creating the solution, not just reviewing it. Prototyping fosters collaboration, allowing us to visualise, test, and refine ideas together.
Shaping
I don’t follow a cookie-cutter process. Each project requires a highly collaborative, iterative, and user-centred approach. Often, the right solution isn’t immediately clear, but I dive into research, analyse data, talk to users, and prototype to move things forward. This process helps make the unfamiliar more tangible, transforming ambiguity into a clear path forward.
Crafting
My favourite products are elegant in both form and function. Their creators understand who is using the product and why, designing with the user’s needs and goals in mind. These products conform to the user’s mental model, allowing them to interact naturally without having to spend time or effort figuring out the inner workings behind them.
I didn’t start out as a designer—my career began in investment banking after earning degrees in mathematics and business. While numbers made sense, I craved more creativity and impact. A shift to tech as a Product Manager introduced me to design. Creating wireframes in Balsamiq and reading The Design of Everyday Things showed me that design is about solving real problems, not just aesthetics. I was hooked on UX and haven’t looked back since.
I’m a father of two boys, an enthusiast for photography, natural wines, hiking and an avid runner. When I’m not designing, I'm probably building LEGO with my sons, cooking, or watching a sci-fi show. I’ve been a Londoner since 2009 but whenever we can, my partner and I are traveling to discover new culinary experience or immerse ourselves in nature.
