Personal profile

I’m a Lead Product Designer with over 15 years of experience building complex B2B/B2C fintech infrastructure, design systems, and scalable UI architecture. Currently based in the UK, open to new opportunities, and building Tilia, a free UX research platform for solo practitioners, small product teams and founders.

Background & mindset

My path into product design wasn’t standard. I studied magazine journalism, spending my early career in trend forecasting and editorial design. That background taught me two critical skills that define my approach today: separating long-term human behaviour from short-term fads, and mastering strict information hierarchy.

In fintech, where software is often weighed down by legacy code and heavy regulatory constraints, I use those skills to abstract messy logic into simple, intuitive user mental models.

Approach to leadership

I’m passionate about mentoring and supporting my team, with a strong belief in trust-based management. I avoid micromanagement, both giving and receiving; it stifles growth and never leads to the results you’re looking for.

While I see myself as accountable for my team’s development, I encourage them to take charge of their own paths, with me providing guidance as needed. My feedback style is adaptable, with a preference for real-time calls for in-depth discussions.

How I operate

Logic over Theatre

I value outcomes over performative design rituals. I prefer fast, informed assumptions, quick prototypes, and immediate testing over endless “design by committee.” Process should serve product velocity, not slow it down.

Systems Architecture

I am drawn to the structural layer of product design. I turn back-end technical complexity into clear, maintainable design systems and self-service component libraries. Solid documentation and UI systems are business assets that save hundreds of engineering hours.

Autonomy, Trust & Momentum

I believe in tight, cross-functional alignment early on; aligning with product, risk, and engineering on what needs to be solved. Once aligned, I execute with high autonomy and protect the team’s maker-time so we can focus on shipping high-quality software quickly.

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