Clarity over cleverness
The best interface is the one nobody has to think about. I design for understanding first.
My story
From psychology lab to product teams.
I started out studying how people make decisions — running usability sessions and watching where good intentions met confusing interfaces. That curiosity never left; it just moved into product design, where understanding behaviour is the difference between a tool people tolerate and one they trust.
I've led design at two venture-backed startups, built a design system from scratch, and shipped products used by millions. In 2021 I started working independently as Flux so I could partner with a small number of teams at a time and stay hands-on from research through ship.
When I'm not designing, you'll find me running long trails, sketching wireframes in tiny notebooks, and over-analysing the onboarding of every app I download.
Skills & tools
How I work, and what I work with.
Disciplines
- UX research — interviews, usability testing, synthesis
- Product & UI design — flows, IA, high-fidelity screens
- Design systems & component libraries
- Prototyping & interaction design
- Accessibility & inclusive design (WCAG AA)
Tools
Experience
Where I've worked.
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2021 — Present
Independent Product Designer
Flux · Lisbon & Remote
Partnering with seed to Series B teams on product strategy, UX research, end-to-end design and design systems. 40+ projects shipped across fintech, health and SaaS.
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2018 — 2021
Lead Product Designer
Northwind Labs
Grew the design practice from 1 to 6, established the company-wide design system, and led the mobile redesign that doubled new-user activation.
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2016 — 2018
Product Designer
Beacon
Owned core flows for a consumer app reaching 2M+ users, driving research, prototyping and engineering hand-off end to end.
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2015 — 2016
UX Researcher
Atlas Studio
Ran usability studies and turned messy interview data into clear, actionable design direction for early-stage clients across Europe.
What I believe
Principles that guide the work.
Evidence over opinion
Research settles debates. I bring users into the room so the right decision is the obvious one.
Systems, not screens
One-off screens age fast. I build patterns and tokens that scale long after launch.
Accessible by default
Inclusive design isn't a phase at the end. It's how I work from the first wireframe.
Close to the work
I take few clients so I can stay hands-on from first interview to final hand-off.
Ship, then sharpen
Real products beat perfect prototypes. I design to learn, then iterate quickly.
Let's make something clear.
If you're building a product that deserves real research and craft, I'd love to hear about it.