Before design became my work, it was a journey with my father.

My father used to take me on his bicycle to the railway station. We would catch a train to a nearby town, and from there, make our way to drawing school.

That is how my creative journey began. Long before design was a profession, it was something we made time for together.

Learning to look.
Then learning to understand.

Drawing was the beginning. Over time, my work expanded into the experiences people have with products and services: how they find their way, what makes something feel intuitive, and what helps them trust it.

Research, interaction design and service design became ways to understand those questions. The craft mattered, and so did the context around it.

The work grew.
So did my responsibility.

Over 18+ years, I have worked across enterprise platforms, digital learning, connected products and transformation programmes. My responsibilities have grown from shaping experiences to helping entire teams do that work well.

Today, as a Design Director at Deloitte Digital, I bring together experience strategy, multidisciplinary teams and client priorities. I govern a design ecosystem of 120+ practitioners and help build the systems and capabilities that support them.

Leading design means making space for other people’s thinking, setting a clear direction and knowing when to challenge the brief. It also means showing how better experiences contribute to the business.

Start with the person.

My mentoring starts with questions: where someone feels stretched, where they are already strong and what would make the conversation useful. Their answers shape where we spend our time.

I help designers build confidence in pre-sales, experience strategy and stakeholder conversations. Storytelling and adapting to the audience run through all three. We work with real situations, choose something to try and return to what happened.

One lesson I carry is to understand the ambition behind a brief. A precise response to an RFP can still miss the experience a client wants to create. I use that lesson to ask better questions and to make space for honest conversations about mistakes.

New tools.
The same curiosity.

I founded an AI/UX Centre of Excellence to help designers explore generative AI, Human–AI Interaction, conversational experiences and rapid prototyping.

I am interested in how AI changes the way we design, and how we design people’s relationship with AI. The opportunity is to expand what teams can explore while keeping human judgement and agency central.