Product Design Director with 10+ years crafting user experiences and scaling design organizations. I believe the best products come from empowered teams, clear systems, and a genuine care for the humans behind every tap, swipe, and scroll.
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I didn't set out to become a design leader. I became one because I care deeply about people — the ones who use what we build, and the ones doing the building. Somewhere between mentoring a junior designer through their first crit and watching a product land in the hands of a real user, I found my purpose.
I'm drawn to work that carries real weight — products that touch people's everyday lives in meaningful ways. The complexity that others find daunting is exactly what energizes me, because that's where design can make the biggest difference.
I look for organizations that are ambitious about what they build and honest about how they build it. Places where a designer isn't just a seat at the table — they're a force that shapes the direction of the whole product.
I lead with curiosity and warmth. Teams I build are psychologically safe, high-output, and genuinely invested in the mission — not just the roadmap.
From design tokens to semantic architecture — I build the foundations that let teams move fast without losing coherence across every touchpoint.
I operationalize AI in real workflows — research synthesis, prototyping, org-wide standards. The future of design is augmented, and I'm building it now.
The best products come from teams that feel safe enough to challenge ideas, clear enough to move fast, and cared for enough to do their best work.
— My design leadership philosophy
A handful of projects that represent how I think — and what I care about most when design meets real people.
End-to-end design system architecture introducing semantic design tokens and a full dark/light theme framework. Now the shared foundation for all product work across Betano and Stoiximan, aligning 55+ designers across multiple verticals.
View on BehanceA full Design Thinking sprint addressing medication management for elderly patients with Alzheimer's. Includes primary research, user interviews, affinity mapping, journey maps, prototyping, and usability testing — developed during my Master's semester.
View in FigmaA free Figma resource published for the design community — downloaded over 13,900 times. Giving back to the community that gave me so much is a non-negotiable part of how I practice design leadership.
Download freeMore work available on Behance ↗
Scaled the design team from 5 to 17 in 18 months — a multidisciplinary organization spanning product design, UX research, visual design, and design systems. Partnering with senior Product and Engineering leadership on strategy, team health, and long-range program planning. Offered the role of Design Chapter Lead for the entire 55-designer organization — a recognition of Director-level leadership.
Promoted to Lead to architect a unified design system from the ground up and drive a full product rebranding. Directed high-profile product launches for FIFA World Cup, UEFA Euro, and Copa América — complex, multi-market initiatives under tight timelines.
Designed scalable product experiences in close collaboration with product and engineering teams. Contributed to design system foundations and shared component libraries that would later become the backbone of the organization's design infrastructure.
Led end-to-end product design across web and mobile, covering the full user journey from discovery to lease management. Conducted user testing and research to inform design decisions and contributed to the design hiring process.
Designed user experiences and interactive prototypes for client products across multiple verticals. Created micro-interactions and motion design in After Effects. Highlight: Redesigned the Illinois Lottery Experience, improving accessibility and conversion.
Designed tailored travel experience communications for Australian travel agents across digital channels — where the journey of designing for real people began.
Great design organizations start with healthy teams. I invest in psychological safety, career growth, and clear communication — because empowered people make better products.
Design tokens, semantic architecture, shared components. The upfront investment in systems pays dividends in consistency, speed, and the ability to scale without losing quality.
I don't just follow AI trends — I operationalize them. From building AI-powered research synthesis tools to establishing org-wide AI standards, I'm shaping how design teams work with AI today.
As a design leader I connect the dots between craft, culture, and strategy — because how a team works is just as important as what they produce. A few questions to help you understand how I think.
I believe the best work happens when designers, product managers, and engineers form a genuine trio — not a handoff chain. I embed myself in cross-functional teams, speak both product and engineering languages fluently, and push to be involved from problem framing through to post-launch iteration. A designer who only shows up at the wireframe stage is a designer who misses half the picture.
Deliberately. I use Google AI Studio and Gemini for user research synthesis, Figma Make for rapid prototyping, and Lovable for building testable no-code demos. At Kaizen, I established org-wide AI standards — not just for my team, but for the entire 55-person design chapter. I care less about the tools themselves and more about building a culture of augmented creativity that doesn't sacrifice judgment for speed.
A design system is never just a component library — it's an agreement between every team that touches the product. I architect systems semantically, starting with design tokens and working upward, so they can evolve without breaking. The dark/light theme system I led at Kaizen is now used across 12 markets. The most important thing is designing for the maintainers, not just the current sprint.
Slowly, then intentionally. I scaled our team from 5 to 17 in 18 months — but each hire was deliberate. I look for curiosity, communication, and craft in that order. Beyond hiring, I invest heavily in career frameworks, regular 1:1s, and creating space for designers to grow beyond their comfort zone. The goal is a team that can run brilliantly even when I'm not in the room.
Safety and ambition in the same room. Psychological safety doesn't mean avoiding hard conversations — it means you can have them without fear. I build cultures where feedback is a gift, hierarchy flattens in design critiques, and every designer regardless of seniority feels genuinely heard. Ambition keeps us moving; safety keeps us honest.
The Gallup CliftonStrengths® assessment surfaces the patterns through which you most naturally think, feel, and behave. These are my top five themes — the truest map I have of how I show up and what I bring to an organisation.
Sees the whole board before others have found their first move. Quickly sorts through complexity, identifies what actually matters, and crystallises a clear path forward — even when the landscape is shifting. In a product organisation, this translates into a design leader who can be trusted with open questions and ambiguity.
Genuinely invested in the growth of the people around her — not as a function of the role, but as a deep expression of who she is. Sees untapped potential as something almost magnetic, and finds real satisfaction in closing the gap between where someone is today and where they could go. The teams she builds don't just perform; they compound.
Operates with a quiet, relentless internal drive that doesn't need external permission to engage. The bar is always high because she sets it herself — and every milestone, however significant, becomes the new baseline for what comes next. It's a pace that's contagious in the right environment.
Thrives at the exact edge where the familiar ends and the new begins. Doesn't just keep pace with the field — actively seeks out the frontiers where tomorrow's design practice is still being invented. The process of moving from not knowing to knowing is itself energising, which makes her naturally at home in fast-moving environments.
When others are still discussing, she's already moving. Believes that insight is born from action, not deliberation alone — and that the fastest way to understand what works is to begin. Turns alignment into momentum with remarkable speed, and has a gift for pulling teams from conversation into confident execution.
EBGE Awards — Digital Applications (2023)
Ermis Awards — Digital Craft (2022)
Representing product design at industry events and communities, sharing learnings from scaling design organizations.
Leading design workshops and Figma instruction sessions for emerging designers entering the field.
Providing 1:1 mentoring to designers around the world, helping them navigate career growth and design craft.
If you're building something that matters and need a design leader who cares as much about people as pixels — let's talk.