I design product experiences that connect user insight, business impact and systems thinking.
I'm drawn to complex product challenges where systems thinking matters. Rather than optimizing isolated screens, I design end-to-end experiences that reduce friction, support decision-making and scale sustainably.
My approach is deeply user-centered: I focus on understanding problems at their root — through research, data and behavioural insight — before shaping solutions. Clarity in problem framing is what enables strong design decisions.
Clarity in the problem is worth more than polish in the pixel.
Design for the second and third screen — not just the first.
Ship a hypothesis, not an opinion. Learn in days, not months.
Care shows up in the seams — micro-copy, empty states, the moments no one asked for.
A repeatable process for deciding what to build, why it matters and how it drives impact — refined across B2C growth and B2B product work.
Move from vague ideas to a clearly defined problem worth solving. Review data and flows, talk to users and support, align with Product on scope.
When speed matters, prioritize clarity over perfection. Rapid IA prototyping, clear rationale, focus on decision-making surfaces — not UI polish.
Generate learning in days, not months. Internal reviews with engineering, quick usability tests, before/after data, limited rollouts.
Leave behind stronger foundations, not isolated solutions. Does it scale? Does it introduce friction elsewhere? Can it become a reusable pattern?
From catalog to product positioning engine
The Home was the primary entry point for millions of anonymous users and a critical conversion surface. Traffic was strong, but registration rates were below target and the product positioning was unclear.
From individual accounts to collaborative workflows
Freepik Business introduced a structural shift in the product — from individual usage to organizational ownership.
A conversion architecture aligned with user decisions
Bahia Principe is a large international hotel chain with a high volume of traffic across multiple markets.
Redesigning a discovery surface with behavioural data
The Photos Sub-home was designed as an inspirational and discovery layer within the Freepik ecosystem, but it had low traffic impact, unclear content hierarchy and unoptimized engagement blocks. It was unclear whether it contributed to downloads or subscriptions.
