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About me

Senior Product Designer with 10+ years across B2C products, retail and Agency.

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I design 0→1 systems end to end — research, information architecture, UI, design system and I validate them with real users and real metrics.

 

What I do:

  • 0→1 product design: from problem framing and IA to shipped UI and a maintained design system

  • UX research: 60+ moderated user interviews and usability tests, synthesis into design decisions

  • Growth & experimentation: structured A/B tests, hypothesis design, and reading outcomes through CTR, CPA, conversion and retention.

  • AI-assisted workflows: I use generative tooling to compress production time so more of the schedule goes to research and iteration

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Looking for mentorship?

I’m proud to be a mentor on ADPList. Mentoring gives me the opportunity to share what I’ve learned, offer honest guidance, and help people move forward with greater clarity and confidence. Whether you’re navigating a career change, developing your skills, facing a professional challenge, or simply wondering what your next step should be, you don’t have to figure it all out alone.

A mentoring session with me is a practical, supportive conversation focused on you. We can explore your goals, identify what may be holding you back, and turn your ideas into clear, achievable next steps.

It’s also a two-way experience. Every person brings a fresh perspective, and I’m continually inspired by the ambition, curiosity, and openness of the people I meet.  If you’d value an honest sounding board, a fresh perspective, and actionable advice, I’d love to connect

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Outside of work

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Craft-a-noon at thortful HQ

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Navigating life with a grump 2 year old

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Working on my own craft app

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