Who I am
I'm a design leader with a background in cognitive science. I build
and lead design teams, and I design products that align with how
people actually behave.
I have a strong foundation in user research and human factors, and
I've established design practice inside agile product organisations.
My industry experience spans automotive, fintech, and music — most
recently as Head of Product Design at Helvo.
On this site I write about design leadership, the tools I build for
my own craft, and how design connects to customer experience and
brand.
Get in touch:
Experience:
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Head of Product Design
2025
Helvo
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Product Manager
2024
Vinfast Automotive
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UX Design Lead
2023
Vinfast Automotive
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Senior Product Designer
2023
Family in Music
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Senior Product Designer
2022
Utopia
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Design Manager
2020
Volvo Cars
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UX Designer & Researcher
2018
Volvo Cars
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Human Factors Specialist
2017
Semcon