Jira Product Discovery
Building *the* tool for product managers - from zero to one and then some.
View CaseShaping products
and businesses
through design.
I build radicaly pragmatic design organisations that learn fast, ship faster, and improve the product with every release.
Design focused on outcomes
From ease of use to trust and enjoyment – User Experience is a key differentiator in a market flodded with options.
How I transform
The most effective teams aren't full of unicorns – just designers who understand the medium they operate in. I prioritize helping teams acquire deep domain knowledge because good design comes first from understanding your customers, your business and the underlying technologies.
How I lead
If it's possible to lead design teams without contributing to the product I haven't found how. I'm in the tools every day, talking to customers, shipping features, putting my work through the same design reviews as everyone else to build credibility.
How I deliver
I've launched many successful zero-to-one projects. If you get off the ground, scaling from 1 to 10 can feel "easy". Navigating the shift from 10 to 100, evolving the skills, structure, and approach as stakes get higher is where good design leadership pays off.
How I work
In a world of systems and standards product design can feel parametric and rigid. But I believe design quality comes from how good the rules you set are - and creativity stems from the way you apply them. Products need a clear vision, applied consistently.
Featured Projects.
Booking.com design language
Infusing character and refinment into a design system and deploying it on a global scale.
View CaseStay relevant
Defining a succesfull content strategy for emailing 100 million subscribers.
View CaseBook a table
Exploring Booking.com's strategy for food experiences... against impossible odds
View CaseMore about me
I've seen 3 major transformations in the industry over my 20+ year design career – and I'm ready for the next one.
Continuous learning
You can't know everything when everything is always changing... but you can try.
Beyond work
Outside of work I'm a traveller, photographer, illustrator, potter... what else? Depends on when you ask.
