Results-driven, hands-on

UX & Product Expert

With over 12 years of expertise in crafting user-centred digital experiences and products that bridge business goals with user needs. Throughout my career, I have led and designed full end to end UX/UI design projects and teams across different industries, including automotive, fashion, and e-commerce, delivering innovative solutions and products that enhance user satisfaction and business growth.

I bring a deep understanding of user psychology, design thinking, product design, gamification and emotional design, ensuring that the digital products I design and lead are both functional and delightful. Known for driving digital transformation, I have been instrumental in the creation of Aston Martin’s first connected app at Aston Martin and the Aute-E automotive e-commerce platform at GForces, both of which significantly impacted business performance . I am adept at leading design strategy, guiding teams, and collaborating cross-functionally to deliver end-to-end digital products that meet and exceed expectations.

Case Studies

UX & Product Expert

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Research & User Testing

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Strategy & Road map

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User behaviour & physiology

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Gamification

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UX & Product Expert 🧑‍🎨 Research & User Testing 🔬 Strategy & Road map 🚦 User behaviour & physiology 🧠 Gamification 🎮

Connected native App

As the Lead Product Designer, I was tasked to create Aston Martin’s first-ever connected app to enable users to monitor and interact with their cars. This was a design challenge and a strategic endeavour to elevate the brand in the connected automotive landscape.

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Product Strategy & Roadmap

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User-Centred UX/UI Design

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UX Research

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Wireframes & User Flows

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Agile

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Product Design

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Product Strategy & Roadmap . User-Centred UX/UI Design . UX Research . Wireframes & User Flows . Agile . Product Design .

A white label solution

In May 2025, Inicio highlighted a gap in the healthcare market. While in-home health test kits (such as blood tests) were widely available through supermarkets and GPs, the experience was fragmented and frustrating, so we set out to design a white-label digital platform that could be adapted and resold across the healthcare market, one that solved these pain points for users, labs, companies, and delivery services.

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Social & Networking native App

It’s the big reset. The World has changed and it’s time for a fairer and more equitable society. Humanity and the environment are in dire straights. We have an emergency on planet Earth. New social values and imperatives call for a new solution. 

The old guard was created in a bygone era and is no longer suited to overcoming the challenges ahead…

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Voices of Collaboration

Clients and companies I’ve worked with.

And many more…