About me

A little bit about my process, approach, guiding stars and other.


What guides my attitude in the workplace

  • Responsibility & Accountability
    Take ownership of work & be accountable for failures and successes
  • Do what is right, not what is easy
    No matter what it takes or how long it takes
  • Lead by example
    Show, don't tell
  • Be better than yesterday
    Learn something every day
  • The whole is greater than the sum of its parts
  • Get sh*t done, right!
    Bias for action

Pathos: Principles

What guides my work

  • Thoughtful
  • Purposeful
  • Respectful
  • Empowering
  • Inclusive
  • Transparent

Logos: Process & Methodology

I try to be as agnostic as possible because processes and methodologies are just tools and not all tools are suitable for each job. However, my typical approach to any task can be defined as User Centered Design, as it starts with the user’s needs and follow the typical iterative process similar to Discover > Design > Develop > Deliver, the only difference being that I rely heavily on data collected throughout this process to inform my design decisions.
I try to maximise my learnings by borrowing Lean UX’s Build > Measure > Learn.

Certain projects demand different approaches and I’m a big fan of Lean UX. I try to minimise the loops by borrowing Empathy and Research from UCD.

I’ll start with pen & paper and stay until I’m ready to move to digital or when digital becomes faster and more efficient.
Same for fidelity: until it requires something more polished I’ll remain at the lowest level of fidelity possible.

Drivers & Motivations


My main career driver has always been learning.
I’ve pursued career opportunities based on what I could learn from that role and the team I’d work with.


Some years ago, after seeing many organisations fail because they were still building digital products like in the 90s, I've made my priority to change how organisations work by evangelising design empirical evidence. Helping others succeed creates strong design advocate partners.


I came to this area because I was deeply passionate about it and about the opportunities that lied ahead. That has never changed.


Every time I do something, even if it’s something I’ve done a thousand times before, I take that opportunity to improve it or my approach or my execution.
It gives me great pride to see improvements in the space of just a few months.


Personal projects and causes

A little bit about what I'm passionate about