I'm drawn to the bigger picture — from the business problem to how the product feels to use.

I started in branding, where I learned to look beyond individual visuals: to understand a business, find what makes it distinct, and build a system that people can recognise and use consistently.

Moving into product design made that perspective more practical. At instacar, I work across a customer-facing app and internal CRM tools used by operational teams every day. That means considering both sides of the business: the experience customers have, and the systems people need behind the scenes to make that experience possible.

I'm most interested in work that needs the full picture. I like getting close to the real problem, understanding the people involved, shaping the flows and information, and making sure the final experience looks and feels right.

I start with why. Before moving into screens, I want to understand the business or operational problem, the metric that is under pressure, and what people are doing today to work around it.

I also bring practical constraints into the conversation early: available time, existing data, engineering effort, and what can realistically be built. This helps turn a broad request into a focused solution instead of a polished idea that cannot ship.

I work closely with engineers through handoffs, rapid prototypes, and practical conversations about implementation. I also stay close to operational teams through surveys and day-to-day feedback, because they are often the people using the tools most intensively. Recently, I have also been using Claude Code to prototype ideas quickly and test what is possible before development starts.

I work best with teams that want to use design to make real progress: improving a workflow, clarifying a complex product, reducing friction for customers, or bringing a growing product into a more coherent system.

I'm especially interested in SaaS, B2B products, mobility and logistics, and food and beverage, across both customer-facing products and the operational tools behind them.

I'm open to freelance, consulting, and contract collaborations where I can work closely with a team, understand the problem properly, and help carry it from early direction to a thoughtful final product.