Product Design Leader · UX Strategist · Researcher
10+ years at the intersection of people, information and technology-leading design teams and shaping complex products where decisions are hard, data is messy, and clarity is the real deliverable.
The thread
A perspective that connects my work across product design, strategy and research.
Most of my work — fraud tools, marketplaces, insurance journeys — comes back to one question: how people navigate information and make decisions. My PhD research on how online communities share knowledge is the same question at a different scale.
Selected work
A few projects, described the way they actually happened.
Finance · Complex systems · 6 months
Outcome · Investigation time down roughly 30%, paper largely retired, and high adoption because the tool bent to how investigators already work.
Read the full case studyE-commerce · Research-led design · 3 months
Outcome · 20% longer mobile sessions, lower bounce and higher sales in premium and sustainable brands.
Read the full case studyE-commerce · Design systems · 10 months
Outcome · A consistent platform experience, 30% faster time-to-market and a scalable, shared source of truth for designers and developers.
Read the full case studyEnterprise systems · UX leadership · 4 months
Outcome · 17% improvement in user adoption and efficiency within the first month post-launch.
Read the full case studyInsurance · Research · 2020
Outcome · 54% reduction in onboarding time, 8% retention increase.
Impact
Numbers from shipped work, with the context available on request.
Selected clients & organizations
Companies I’ve led within
How I work
01
Before layouts, I map how people decide — what they look for, what they ignore, where they get stuck.
02
Most product problems are structural. Information architecture usually does more work than interface polish.
03
Research, instrumentation and a clear measure of success — agreed before the first pixel.
04
Teams move faster when the argument behind a design is shared, not implied.
Leadership
I've led and grown design teams of ten and more: hiring, craft standards, career paths, and the unglamorous work of making design legible to engineering and to the business.
Research
Academic work that feeds directly into practice.
My doctoral research looks at how people seek, judge and use information — and how interfaces shape those judgements, for better and worse.
About
Longer version over coffee.
I’m a Product Design leader, UX strategist, and researcher with 10+ years of experience working across complex digital products and systems.
I’ve led design functions at Otrium — a team of 10, with P&L ownership — and built one from the ground up at both Accenture and Movir (NN Group). I also grew UX practice at Accenture across international markets, including Japan.
I started my career in research, and that curiosity still shapes how I work. I tend to ask a lot of questions — sometimes more than people expect — because understanding the problem beneath the problem is usually where the interesting work begins.
My background spans product design, UX research, strategy, and team leadership, with an MSc in Information Systems specializing in Human-Computer Interaction. I’ve worked across marketplaces, financial services, insurance, enterprise technology, and other products where information is complex, decisions matter, and getting the experience right requires more than designing the interface.
Today, that same curiosity extends into my PhD research at the University of Haifa, where I study how online communities create, organize, and share knowledge — and the ways their own systems of recommendation and classification shape how people discover information.
I’m happiest somewhere between the messy problem, the people trying to solve it, and the system that has to make it work.
I’m a certified yoga instructor, a lifelong reader, and someone who is usually curious about something new. I love hiking, cooking, traveling, and exploring new places, and these days, most of my time outside work is happily occupied by my family.