My approach to UX comes from architecture. I focus on structure first.
My approach to UX comes from architecture. I focus on structure first.
I started out designing physical spaces, where everything had to make sense in the real world. How people move, what feels intuitive, what creates friction.
That way of thinking stayed with me.
Now I apply it to digital products. I focus on how things are organised, how they scale, and how people move through them without confusion.
Working across different kinds of products
In e-commerce, everything moves fast and even small friction shows up immediately.
In enterprise, the complexity is deeper, with layered workflows and multiple users.
Across both, the goal stays the same. Make things easier to understand and easier to use.
How I work
I focus on understanding what users are trying to do, where they get stuck, and how things are currently structured.
From there, I work towards clear hierarchy, simple flows, and consistent patterns that reduce effort.
What I’m known for
Bringing clarity to messy systems
Structuring flows before UI
Simplifying complex workflows
Reducing cognitive load through better organisation
Designing for scale and consistency
Outside of work
I enjoy drawing, exploring visual ideas, and playing sports. It helps me stay balanced and brings a different perspective into my work.
Let’s connect
If you’re working on something complex and want to make it clearer and easier to use, I’d love to talk.