4 April 2026
About me
My journey started in the early 2000s as a maker, back when the web felt like raw, uncharted possibility. I learned design by directly building: writing Flash, scripting kiosk experiences, and hand-crafting early websites. That era forged a belief I still hold today: the most meaningful design happens when creative imagination and technical execution are completely inseparable.
Main point: I'm a designer who has always built, and I help teams design in real code and real data instead of static pictures.
Where I've been
I started in the early 2000s writing Flash, scripting kiosks and hand-building websites. Since then I've co-founded a studio working with brands like Rolls-Royce and Virgin, led design through a hypergrowth IPO in healthcare technology, overhauled data-heavy platforms in biotech, and, most recently as a Principal UX Designer at Collibra, shaped strategy for enterprise data workflows.
What I believe
For over a decade we've designed proxies: static Figma pictures that need endless translation. AI is collapsing the distance between an idea and the real thing, so teams should work in the true source of truth.
What I do
I build the tools to support that shift. I recently built prototyping infrastructure that let a global design team build and deploy production-ready React prototypes on their own, which meant faster learning, better alignment with engineering and quicker shipping. I'm now taking this further with Unplanned Studio, and I'd like to help fast-moving companies make the same move.