I look for the right problem before designing anything.
I'm a UX & Product Consultant. I work with companies and organisations that have complex processes and can't afford to get their digital decisions wrong. I don't sell a transformation story. I help you make a decision you can actually defend.
Multidisciplinary — looking at the whole picture.
I hold together competencies that usually sit in separate rooms. It's in those gaps, in the handoffs between rooms, that digital projects tend to break.
UX & Product Consulting
From process mapping to product selection, through to long-term evolution. UX isn't just the interface, it's the decision behind it.
Workflow & Process Design
I digitalise real processes, not imagined ones. First I understand how the work actually happens, then I select or change the tools.
Decision quality
Shared criteria, explicit trade-offs, risks on the table. A decision that holds in a board meeting, not just in a workshop.
Human-centred adoption
Software only exists if people use it. I design adoption around the people who will work with it every day.
Four things I genuinely care about.
Rigour
The small irritating details that seem minor are exactly what makes people abandon software.
Clarity
Saying clearly what to do and what not to do, without hiding behind jargon.
Autonomy
I leave you in a position to move forward independently, not dependent on me.
Sustainable pace
We design transitions your team can actually manage, not sprints that burn people out.
From visual design to complex systems.
My background is multidisciplinary: visual design, UX, product strategy, process analysis. Over time I moved from designing screens to designing the systems behind them — understanding operational logic, translating it into functional requirements, and bridging the gap between what a business needs and what a development team can build.
Today I work mostly on complex B2B software: management systems, operational portals, data-driven workflows, internal tools. I sit between the client, the business, and the development team, keeping the quality of both the decision and the experience.
What I'm not.
- a web agency or software house
- a developer
- a course creator or trainer
- a decorative pixel-pusher
- a generic AI consultant
Tell me what the problem is.
If you're working on a complex digital product, an internal system or a process that's creating friction, a 30-minute triage call is the right starting point.