Design leader. Player-coach. Building teams and shipping work that moves the needle, then going home to play guitar.
// about
I've spent my career at the intersection of design craft and product thinking. Leading teams, running critiques, shipping features, and occasionally being the one who says "let's zoom out for a second."
I'm a player-coach: I don't believe in design leaders who stopped designing. I still push pixels and write specs. I also hire, mentor, and represent design at the table.
Lately I've been asking a different question: what does it mean to lead a design team in an AI-native way? I'm figuring that out in public. Building tools, changing workflows, and staying curious about what the job looks like next.
Outside work, I build things to satisfy the urge to learn and explore new ideas. And I make music, mostly covers, always with a guitar in hand.
This site is all of it. Same person, different modes.
Years of experience
12+
Industries
Healthcare · E-commerce · Ad-tech · Enterprise SaaS
Covers performed
more than I planned
Currently based in
Kitchener, ON, Canada
// work
I lead design at the product level: strategy, systems, execution. Here's a selection of what that looks like in practice.
// currently experimenting
I'm figuring out what AI-native design leadership looks like in practice. That means building tools, not just using them.
At SOTI, I built a dashboard to measure and track design team productivity. I also built the ASCII Noise Grid Generator — an SVG-based design tool for generating noise grid backgrounds, built with AI. (The texture on this site? Made with it.)
View on GitHub ↗
Four separate UI libraries. Four teams pulling in different directions. I unified them into a single design system, cutting licensing costs by 50% and giving every product team a shared foundation to build on.
Case study coming soon
No existing product. No established pattern to follow. Just a problem worth solving and a whiteboard. I defined the design vision for a 0→1 digital marketplace in Kenya and took it from concept to MVP launch.
Case study coming soon
Hundreds of seats. A 5-inch screen. Customers who needed to know exactly where they'd be sitting. I redesigned the seat layout system for South Asia's largest ticketing platform, cutting go-live time by up to 2 days and reducing post-booking complaints.
Case study coming soon// where I've worked
// experience
Leading a multidisciplinary design org building enterprise SaaS products used by organizations worldwide.
0-to-1 product design for a digital grocery marketplace serving micro-retailers in Kenya.
Design strategy for a regulated, data-intensive health-tech SaaS platform.
Directed design across consumer product domains. Contributed to 20% conversion growth and 10–50% revenue uplift.
Grew Jukebox music product to nearly 1M monthly active users. Redesigned live event operations end to end.
// music
Music is the part of my life that has nothing to prove. No OKRs. No stakeholders. Just a song I like, a guitar, and the humbling experience of realizing how hard it is to make something sound effortless.
I do covers. Mostly singer-songwriter stuff, some classics, whatever I'm obsessed with that month.
// contact
Whether you're hiring, collaborating, curious about coaching, or just want to say hello. My inbox is open.
I respond to every message. Might take a day or two, but I'll get back to you.