Design is how I turn complex problems into products people love to use, driving measurable impact.

I am a Product Design Leader who combines the strategic mindset of a business owner with over 20 years of hands-on craft, helping brands, companies, and organizations big and small, turn abstract ideas into global products that drive impact. My approach is grounded in evidence and systems thinking—viewing design as a scalable business core-function and asset.

A testament to this philosophy is my work as the Founding Designer for Placeit.net. I designed the core product and design systems that powered its growth from zero to over 125K paying customers, establishing the foundational value that led to its acquisition by Envato in 2017 (acquired by Shutterstock in 2024).

Today, I apply that same rigorous, long-term thinking to help organizations audit products, train teams, and build software that endures and remains human in a time of rapid technological change.

Principles

Refined over two decades, they guide me in delivering top-quality outputs for the right outcomes.

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Solve for meaning—Focus on real human needs. Impact is driven by usefulness and delight.

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Let evidence guide the way—Build to learn and observe, so the work evolves through insight vs assumption.

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Turn constraints into leverage—Great design doesn’t wait for ideal conditions. Ambiguity, constraints, and chaos shape solutions.

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Craft with care—Make it feel right. Make it work well.

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Speak the language of impact—Design earns trust when it connects with business goals, technical realities, and timing.

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Lead by doing—Influence comes from action. Show up, share your thinking, and invite others in.

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Balance friction and focus—Great design blends open collaboration with deep individual work.

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A creator at heart

• I design and build digital products. The primary focus of my career for over 20 years.
• I design systems. From design systems for products to operation frameworks that facilitate scalability for the products and the teams who build them.
• I love to design physical things, small and big. I’ve done stuff like hand-made toys, furniture, and even a house!
• I draw and capture moments. As hobbies rather than an intentional integration into my work deeply enjoy painting —mostly with color pencils— and photography.

The Spark 🎇

Originally aiming to become an architect, my path shifted at 18 when the PC game FIFA RTWC 98 sparked my interest in digital design. Building my first website to share game mods with the community led to an amazing response and gave me a taste of what it meant to create value on the internet. From that point on, my career gravitated towards digital product design.