01
Product Design & Concept
From ambiguous brief to working product architecture.
I shape digital products from the ground up — defining structure, logic and interaction systems before a single screen is designed. Trained in industrial design, I approach every product as an architecture problem: what does it need to do, how does it behave, and why will people use it. This is the work I find most meaningful, and where I bring the most value.
02
UX Architecture & Interaction Design
The craft behind the interface.
Rigorous information architecture, user flow design and interaction systems — grounded in Nielsen Norman methodology since 2000. I design how products think, not just how they look — mapping user journeys, simplifying complex workflows, and building interaction logic that holds up at scale.
03
Digital Product Strategy
Positioning products in a moving market.
From concept validation to platform roadmapping, I help organisations define what to build, why it matters, and how to sequence it. I've led product strategy across startups, agencies and enterprise — advising on market positioning, feature prioritisation and platform evolution across European markets.
04
AI-Augmented Product Development
Building faster without building less intentionally.
I integrate AI tools across the full product design workflow — from rapid prototyping and generative interface design to production-ready interface development. AI doesn't replace product thinking; it compresses the distance between idea and artefact. I use it to move faster while keeping the quality bar high.
05
eCommerce & Platform Design
Commerce platforms at European scale.
As Senior eCommerce Consultant at Oracle and Reply, I led platform architecture and UX strategy for Intimissimi, Geox, Falconeri, Calzedonia, BMW Alphabet and Long Tall Sally across multiple European markets. I understand how commerce platforms are built, not just how they are used — from catalogue logic and checkout flows to multi-market rollouts.
