From small agencies to tech behemoths, I've been asking questions and designing solutions for almost twenty years. It is this experience that has given me the sensitivity to distinguish value from hype, efficiency from speed, and strategic thinking from just more ideas.

I believe good design means connecting the dots. Human behaviour, aesthetics, context and technology all shape our experience of a product - the trick is how you draw the lines in between that make it feel effortless.

Leveraging agents and LLMs has become core to my approach - most of this website was designed and built using VS + Claude Code - but text on this page is my voice and my original thought. It seems strange to make this stipulation but my hope is to help the reader gain some authentic insight into who I am and how I think.