About me
I believe great design doesn't happen in isolation—it happens when you change how organizations think, work, and make decisions. For over 25 years, I've been doing exactly that.
My Story
My journey started in Portugal's early internet scene (co-founding one of Portugal's first Web Design companies in 1995), but my real passion emerged at the intersection of complex technical systems and human needs. I discovered that the hardest problems aren't design problems—they're organizational ones.
Philosophy: Systematic Design at Scale
Most designers focus on crafting beautiful interfaces. I focus on crafting the conditions that allow great design to thrive systematically. This means:
- Democratizing design access so product teams can move fast without bottlenecks
- Standardizing processes without stifling creativity
- Building measurement frameworks that prove design's business value
- Creating knowledge transfer systems that survive team changes
The Oslo Chapter
Since 2022, I've led UX transformation at SLB's Norwegian Technology Center—one of the most complex technical environments imaginable. In 12 months, I built a team from scratch, established partnerships across the organization, and created a training program for Product Managers that's now mandatory company-wide. The model we built here is now being replicated across global tech centers.
Beyond the Office
Since 2003, I've supported Portugal's leading internet safety project for kids (MiudosSegurosNa.Net), mentoring families and schools.
I've also guided early-stage startups at Dogpatch Labs and facilitated Design Sprints for NGOs in Ireland since 2012.
Global Perspective, Local Impact
Born Portuguese, based in Oslo, and having lived in more than 24 countries, I bring a multicultural lens to every challenge.
My ability to navigate diverse organizational cultures make me effective in global enterprises.
