About
Main bio
I spend my days designing enterprise tools, design systems, and consumer products where the user has actual work to do and zero patience for cleverness. My job is to make the complicated parts feel obvious and to get out of the way of the parts that already work.
I've worked on teams of two and teams of twenty. I've built design systems from scratch and worked within strict ones. I've shipped to ten users and to engineering orgs of hundreds. What stays consistent: asking better questions before drawing, talking to the people who'll actually use the thing, and shipping work that holds up after launch, not just at the design review.
My last role was leading design at Xfactr Consultancy, where my primary client was Schneider Electric. Designing and shipping internal B2B tools used by thousands of people across their global teams. Before that, I was the founding designer at NoCodeZ, a conversational AI no-code platform that closed $10M in client revenue within six months of the redesign launch.
it's sole
dive into my work
Onboarding is the whole game
The single most important surface in any product isn't the killer feature. It's the onboarding flow. It determines whether a user ever experiences the value you built. I've rebuilt onboarding multiple times against real drop-off data and watched activation rates move as a result.
the first minute decides everything
listen for the problem, not the prescription
Users describe problems, not solutions
When someone says "I want feature X," what they're really telling you is "I have problem Y, and X is my best guess." The designer's job is to extract the problem cleanly and then design the right solution, which may or may not be X. I've internalized this through enough cycles to apply it instinctively now.
Quantitative and qualitative, never one or the other
Analytics tells you what; user interviews tell you why. Either one alone is misleading. I run my own user interviews, instrument products with Mixpanel/Amplitude/PostHog, and use the combination. Not either alone. To make decisions.
numbers without stories, stories without numbers
the boring choices shape everything
Auth, pricing, and onboarding are product decisions
Social signup reduces friction; email gives you a retention channel. Free at acquisition usually means free forever. These choices look like engineering or business decisions, but they shape what the product can become. I treat them as design decisions because they are.
Dive into my career
Timeline
Xfactr (Client: Schneider Electric)
Built Schneider Electric's enterprise design system in Figma single-handedly, then made the case to upper management to bring the matching Angular component library development under design ownership when the cross-team handoff wasn't producing something the design team could rely on.
Worked directly with stakeholders in France across five internal B2B tools, and watched our team's design-rework rate move from 63% to 82% as we got better at extracting requirements before drawing.
Design system now used by 100+ designers and PMs globally; component library adopted by the 300 person engineering org in Bangalore.
Feb 2024 - Jan 2026
Fastforward Global
Led design across multiple SaaS products in the agency's portfolio. An AI meeting tool, an enterprise cloud storage platform, and a cross-platform fintech app. Each had a different user base and different problems, which turned out to be the best possible training for spotting which UX patterns transfer between domains and which absolutely do not. The cloud storage redesign flattened a navigation that had grown organically into significant cognitive load; the meeting tool got users to key moments roughly 40% faster.
Jan 2022 - Feb 2024
NoCodeZ (Founding Designer)
Joined a pre-revenue startup building a conversational AI no-code platform on GPT-3. Bleeding-edge at the time. Owned the redesign of the entire platform interface and the conversational UX patterns: how the AI asks clarifying questions, shows what it understood, accepts corrections, and visualizes the build as the conversation unfolds. After the redesign, the company closed $10M in client revenue within six months. Some clients explicitly cited design as the reason they picked us.
Jan 2020 - Jan 2022
Airtory (AdTech)
Led UX for a rich-media advertising platform. The canvas, asset management, animation timeline, and the preview-to-publish loop. Brand-side work for global clients including Nike and LinkedIn. Set up design review processes that hadn't formally existed before, which reduced inconsistency across the team and taught me that "design ops" is mostly just writing down what the senior people were already doing implicitly.
Apr 2018 - apr 2019
Freelance (Multi Industry)
End-to-end work across fintech, travel, and mobility. Enterprise investment dashboards, a Japanese travel booking platform, and a mobility/energy product where I designed and shipped the front-end myself, removing the design-to-dev handoff entirely. Working across three industries back-to-back gave me strong cross-domain pattern recognition: which UX conventions transfer, which don't, and why.
jan 2016 - mar 2018