About me

I build products like systems, not screens.

I started in architecture, designing buildings and townships where movement, context, and real-world constraints shape every decision. What stayed with me was not just the discipline, but the deeper instinct behind it: making things more usable for the people who rely on them.

I entered tech as a founder, and over time that same thinking evolved into work across product, design, strategy, and execution. Whether physical or digital, I’ve always been drawn to the same challenge – making things clearer, more useful, and more valuable in real life.

What drives me

I care most about products that help people act, think, and decide better.

I’m less interested in products built to trap attention, and more interested in tools that create clarity, reduce friction, and lead to real action.

I work from evidence – user interviews, usability testing, A/B experiments, and behavioral data have directly shaped decisions in every product I've built.

I don’t see usability as a checklist or a design method. To me, it is a deeper principle: making something work better for the person using it. That belief has stayed constant across architecture, startups, no-code, and now AI.

How I work

I’ve never worked in neat silos.

My work usually sits across product thinking, UX, strategy, early execution, and founder-style problem solving. I’m comfortable shaping ideas from first principles, working through ambiguity, aligning user and business needs, and collaborating closely to turn rough thinking into something real.

I care about clarity over noise, usefulness over polish, and progress over ceremony.

If you want the deeper thinking behind how I work, read my manifesto.

What shapes my thinking

A lot of my thinking comes from outside design itself.

I’m deeply curious about history, geography, geopolitics, maps, human behavior, and how people make sense of the world. I learn from patterns – in cities, products, media, systems, and failed experiments.

That is probably why I tend to think holistically. I find it hard to look at a product as just a screen. I see context, incentives, tradeoffs, behavior, and the larger system around it.

What I’m exploring now

Right now, I’m especially interested in AI as more than an answer engine.

I’m exploring how AI can become a better environment for thinking, testing, and building – and how product experiences can help people move from vague ideas to clearer action. That shift feels bigger to me than automation alone.

If you’re building something thoughtful, ambitious, and useful – especially in AI, workflows, knowledge, or decision-support – that’s probably the kind of problem I’d like to work on.