My work sits between service design, user research, product discovery, experience strategy and design leadership. I am strongest in ambiguous spaces: the team knows there is a real problem to solve, but the user needs, service logic, organisational constraints and product direction are not yet clear.
I do not start with screens. I start with people, journeys, decisions, behaviours, systems and the moments where a service either works or breaks. From there I help teams decide what should exist, how it should behave, and what needs to change behind the scenes to make the experience hold together.
Most recently I was Lead Service Designer at Concordium, where I led service and experience design for privacy-first digital identity products, helped grow Concordium ID to 100,000+ users, built the design and research practice, and mentored a team of designers.
I am also AI-native in how I work. I use LLMs and AI tools for research synthesis, opportunity mapping, service concept development, prototyping and building working proof-of-concepts. AI is not just a faster way to produce outputs. It is a way to explore what a service could become, test assumptions earlier, and make strategic ideas tangible.
