I am a Human Experience Design/Strategist who works at the intersection of curiosity, evidence, and feasibility. I naturally approach problems by looking at them from multiple angles, using both qualitative and quantitative research to understand what is really going on before jumping to solutions. I don’t start with answers — I start by unpacking the problem itself: where it comes from, who it affects, what assumptions are baked into it, and what constraints and opportunities exist in the real world.
My work begins at the very beginning: framing the problem, exploring it through research, generating and testing ideas, prototyping, and building alignment across domains and disciplines to turn insight into something that actually works. I’m particularly strong at collaborating across design, engineering, product, and business to map the feasibility landscape and evolve solutions that respond to genuine human needs, not just internal priorities.
At the core of my practice is reframing. I surface blind spots — in thinking, in systems, and in organisations — by challenging inherited narratives and exposing the hidden tensions, unmet needs, and quiet signals in how people experience products and services. I don’t just try to “fix” things; I question whether we’re even solving the right problem.
Over time, I’ve developed a practice focused on:
I don’t chase novelty for its own sake. I care about building solutions that are meaningful, feasible, and responsible — grounded in real human experience, tested in reality, and strong enough to survive contact with the world.
You never learn by doing something right because you already know how to do it. You only learn from making mistakes and correcting them.
–– Russell Ackoff ––