My bread and butter. My approach to Design is always human-centred.

My approach to Strategy is through a Design Thinking lens. I approach problems ensuring that the business needs are in line with the strategy so that we never lose sight of our north star.

Going down a research rabbit-hole is not just fun, it’s baked into the way I work since my early career days of being the researcher, UX lead, user testing interviewer, QA and dev whisperer all at once. Across all org sizes and budget constraints: I believe there’s a way to purposefully inject research, be it a whole stream or a quick assumption validation.

From aviation to medTech, advertising, and public policy, people often hire me for my experience synthesizing complex data and transforming it into clear stories people can follow. I’m a big fan of Giorgia Lupi, though her approach is too artsy for most projects.

Creative writing is a passion & constant side quest of mine. As it happens, these skills are paramount for good Strategy and UX copy. “Kill Your Darlings!”