Design for business impact
As an award-winning Design Leader, I specialise in product design and building cohesive brand ecosystems across industries including Crypto, Web3, FinTech, Fashion, Travel, and SaaS. I’ve co-founded, led, and scaled tech startups through multiple funding rounds, driving design-led growth from MVP to market fit.
My expertise lies in guiding product design efforts–steering early-stage MVPs toward a clear north-star vision while shaping the product roadmap with market-fit solutions. I’m passionate about leading and mentoring multidisciplinary teams, ensuring design excellence remains aligned with business objectives. Leveraging design-thinking methodologies and AI, I focus on enhancing efficiency and driving innovation.
With deep knowledge of Web3 and FinTech, I excel at transforming complex marketplace models–where transactions are central–into seamless, consumer-facing innovations.
Combining hands-on experience in product design, brand strategy, and execution, I offer a holistic perspective that empowers forward-thinking organisations. Recognised as an influential and inclusive leader, I inspire teams to push design boundaries while ensuring innovation translates into impactful business growth.
Rewrite the rules
Web3 is rewriting the rulebook because, for the first time, creators and communities aren’t waiting for permission, they’re becoming the infrastructure. The brilliance isn’t in the noise or the hype, it’s in how power is shifting, subtly but irreversibly.
Approach
Powerful Insights
There are products of products–some completed, some yet to be done.
Gathering insights is tricky, as users often only know what they’ve experienced. But what happens when you want to introduce a new experience? Gather insights, but be ready to discard them, deconstruct, and challenge ideas to spark innovation.
Problem Definition
People tend to see the symptoms of a problem but fail to recognise the cause. Gather data, collaborate with diverse teams to gain multiple perspectives, map the problem ecosystem, and challenge assumptions.
Defining a problem involves clearly identifying the gap between the current state and the desired state, understanding its impact, and articulating it in a way that guides effective solutions.
Ideas and Craftmanship
When we design, we apply different forms of thinking, skill, and craftsmanship. It starts with the most important element: imagination–to brainstorm ideas and draft multiple possibilities.
Craftsmanship is essential, as design involves craft, which requires skill. The combination of these elements informs the right design solution. This process should include prototyping and a willingness to iterate, or even scrap everything and start anew.
Collaborate and Listen
We design for others, so we must put our designs out there. Our hypotheses may work, but more often, they need refinement. Listening and iterating are essential to creating effective experiences.
This process may take several rounds, and that’s okay. We can launch a product and continue iterating. In the digital space, we may remain in Beta for a long time, as it’s part of the experience. ‘Final’ doesn’t truly exist. If something is final, it likely means nobody is using it.
Manifesto
Inspired by the Bauhaus philosophy, I believe in purposeful design where form follows function and simplicity meets sophistication.
By uniting multidisciplinary teams, blending UX, UI, engineering, and business, I create human-centered solutions that balance aesthetics, usability, and technical feasibility.
I embrace fearless iteration through prototyping and refinement to solve user problems, deliver delight, and improve lives.
I champion the coexistence of craftsmanship and technology to design intuitive, impactful experiences that evolve with users.
In the digital world, nothing is final. I thrive in this beta mindset - anticipating needs, pushing boundaries, and crafting visionary, timeless experiences.