The designer behind the strategy

I started where most designers do: logos, graphics, websites. Making things look good.

But I kept asking one question: Does this actually solve the problem?

It pushed me from graphic design into web development, then UX, and finally into product strategy. For twenty years I’ve followed it across aerospace, AECO, banking, fintech, e-commerce and health tech.

Today I’m Co-founder and Design Principal at Spirixx, a product studio for funded startups. Beyond the interfaces, I build systems that work for real businesses with real constraints.

The best design isn’t the prettiest. It’s the one that makes your users’ lives easier.

I’m involved from day one: strategy sessions, user research, concept validation, design execution and team leadership. Great design starts with understanding people.

What I enjoy most is balancing business goals with human needs, and designing things that are useful, meaningful and, yes, good to look at.

The best work happens when smart people work together. I partner closely with product managers and stakeholders to agree on what matters, then iterate on real user feedback.

Whether I’m mentoring junior designers, partnering with PMs or working with engineers, I bring systems thinking to the work and guide teams from ambiguity to clarity.