I'm a Fractional Head of Design. I work with founders and studio or small-agency owners when their product or delivery is stuck — without them needing to hire a full-time designer. I also coach design and cross-functional teams.
With over two decades of experience, I’ve solved tricky business problems across industries, teams, and technologies.
Want to see what an engagement plan built around your team would actually look like — and cost?
Users drop off and nobody can say why, or redesigns keep happening without landing. I find the real problem first, then what to fix.
See how I work with founders
Senior design leadership for your agency without a full-time hire: in client calls, in reviews, and coaching your team.
See how I work with agencies
Coaching workshops that help design, product and engineering work well together, in person at your office.
See the coaching workshopsDifferent people, different problems. The way I work is the same: I diagnose the real problem before proposing a fix.
Six of nine. The rest are in the full manifesto.
My focus is the problem — asking the right questions and working toward a resolution that improves real outcomes and creates better products.
Trends come and go, but ideas that genuinely solve business and user problems endure.
If you start with the results of others, you may end up forcing the wrong answers onto the right questions. Starting by understanding the problem, context, and constraints leads to solutions that actually fit.
Real products live inside real constraints — time, business risk, and accountability. It's easy to empathise with just the user and ignore the stakeholders.
I stand up for users, but respect the realities my clients carry. The people closest to the consequences deserve clarity, not apathy.
What can work is exciting.
What may not work carries consequences.
I think through questions, edge cases, and failure points — uncovering issues early, before they become risk.
I stress the idea at the design stage, so it holds when users are already on the journey.
Every design decision has to sit right at a human level too.
Choices that mislead people, compromise dignity, or erode trust don’t serve anyone — the users, the clients, or me.
Some lines are drawn by design doctrine and principles.
The more important ones are drawn by values, ethics, and personal responsibility.
I am the face.
Of my work.
I don’t represent the work — I Do it. No layers, No delegation.
Every project reflects my experience, applied hands-on and end to end.
The time committed to a project is a boundary for availability, not for thinking and the mind is engaged with the problem even after that, because the most meaningful insights often emerge between meetings, not during them.
I don’t promise my way into work.
If I take on a project, it’s because I’m confident it can be delivered — within the agreed scope, timeline, and quality.
I surface constraints early and align expectations upfront, so commitment is clear and follow-through is steady.
When I say yes, it means something. Trust is built on clarity and consistency, not optimism and recovery.
Write to me and describe what's stuck.
Write to me
