The foundations
Future Beyond and Neplar Corei — WordPress builds, then front-end development and senior UI design. I learned design and code as one job before the industry decided they were two.
Scroll to play — or skip scenes with ↓ / the rail
The craft years
Three years at Protopillar: end-to-end interfaces, journey maps, personas built from primary research, and analytics-driven iteration. The unglamorous reps that make judgment fast later.
The proving ground
A rapid sequence — Vivoiz Healthtech, a design system from scratch on contract at AI Enterprise, a UX audit of a major property platform at CX100 that surfaced 30+ critical gaps, then independent consulting. Different domains, same brief: something is too complex, and people have to use it anyway.
Principal, proven
Principal UX Designer at Seanergy Digital. A research-led redesign of core product interfaces — moderated and unmoderated testing cycles, synthesized into changes the engineering team actually shipped.
The system at scale
Staff UX Designer (Design Lead) at Alshaya Group. I own design strategy for a multi-brand retail platform ecosystem — and architected the design system that holds it together: 200+ standardized components across 6+ product surfaces. First product shipped within 3 months of joining; adoption rose 35%.
So I started shipping my own.
PrismKit
An AI design audit tool built on an agentic architecture in 2025 — before agents were a recognized category. Point it at a screen and an agent walks it the way a reviewer would: a structured critique of hierarchy, consistency, and accessibility. Launched on Product Hunt in August 2025.
SignalHQ
A predictive product intelligence platform: real user behavior turned into conversion improvements, smarter experiments, and forecasted outcomes. The most advanced thing I've built — aimed at a niche the big analytics suites fly over, and in active refinement toward it.
Crit
Walk into critique armored. Crit prepares product designers for critique sessions: upload your work, get a structured four-section report before anyone else sees it. Auth, schema, and workspace architecture are live; the critique engine is in active build.
PrintPrompt
An AI model generator for 3D-printer owners. Sprint 2 validation showed the generation API produced geometry that was shape-wrong, not scale-wrong — a flaw no amount of downstream normalization could fix. I killed it in a week instead of polishing it for a year. Knowing when to stop is a design skill too.
Some shipped. One didn’t. All of it is the point.
One design language, six surfaces, two hundred components.
Tokens before components.
The system includes the humans.
Two hundred components, one source of truth.
Strategy by me. Execution by agents. Judgment throughout.
Design is leaving the screen.
The interfaces I’ve spent twelve years designing assume a human is looking at them.
That assumption is expiring.
AI agents now read, navigate, and act on digital products directly — which means experience design is becoming architecture: structuring systems so that both humans and machines can use them well.
That’s the bet my work is converging on.
I’m not waiting for it to be obvious.