From therapy journals to Figma files, I've always been searching for what makes things (and people) click.

Design should feel obvious, It solves real problems for the business and the user while also delivering an captivating experience that users like.

I think most products don’t fail because of tech, they fail because of confusion or hard-headed decisions.

I work in the in-between: where founders feel stuck, where PMs are unsure, where AI can't reach (yet), where humans are.

I turn that ambiguity into decisions, those decisions into UX, and that UX into growth.

Each process is unique. Templates have a purpose, but they're not the rule.

I care about onboarding, retention and what users do when nobody's watching. But when they do watch they should like what they see.

Less friction. More adoption. Fewer distractions. Different experiences for each.

The best products don’t need to scream, they should just work.