Strategic product designer helping startups and scaleups build products people understand and value.
Seven years in advertising taught me to find the real problem before solving it.
Founder, Elements Labs.
Seven years in advertising taught me to find the real problem before solving it. Founder, Elements Labs.
The Elements
A new way to understand digital wellbeing
Existing tools alienate the people most at risk. I designed a behaviour-change product that makes digital harm understandable and actionable.
0→1
UX Strategy
Systems Design
Brand & Comms
Featured in
Featured in
0-1 Product Design
Behaviour Change
System Design
Using AI to make expert video borderless
I found a real-world use case for an emerging AI capability, and helped a team of developers ship a working prototype in 24 hours.
0→1
Agentic AI
Interface Design
Branding
0-1 Product Design
Behaviour Change
System Design
A focus tool designed for how attention actually works
I helped Beams' founders see why Focus Mode was underperforming, and showed them what the product could become.
0-1 Product Design
Behaviour Change
System Design
Product Strategy
Behavioural Design
Concept Testing
Interface Design
Who I've worked with
Who I've worked with
About
Get in touchGet in touchAfter running creative campaigns in London and Berlin, I moved into product design because I wanted to build things that are genuinely useful.
My advertising experience taught me that the real problem is rarely the stated one. That's how I approach design — turning complex problems into clear, effective products.
I'm also building Elements Labs, an initiative helping young people understand and manage digital harm.
