15+ years across hardware, SaaS, and live platforms. Still shipping.
I've been designing products for 15 years. I still think about structure first.
01 - Background
The multidisciplinary path shaped how I think
My career began in industrial design and evolved through brand, motion, UI/UX, and eventually product design leadership.
Over 15+ years, I've worked across enterprise B2B systems, SaaS monetization platforms, social ecosystems, and live multi-sided products.
In most roles, my contribution extended beyond interface design - defining product logic, structuring flows, aligning stakeholders, and building systems that operate at scale.
02 - How I think
I focus on architecture before interface.
Most product friction is structural, not visual. When incentives are misaligned or systems lack clarity, design polish does not solve the problem.
Align user behavior with business goals
Design for multiple roles simultaneously
Create clarity where complexity increases
Reduce operational friction
03 - Skills
Product Design
Problem framing
Flow architecture
System-level decision making
Scalable interaction patterns
Leadership & Teams
Design team building
Mentoring and critique culture
Stakeholder alignment
Cross-functional decision-making
End-to-end UX/UI
Design systems and component architecture
Visual and brand direction
Design Systems
Component architecture
Scalable token systems
Consistency at scale
Visual & Brand
Defining visual direction aligned with product mechanics.
Research & Validation
Qualitative research
Behavioral testing
Iterative refinement
04 - Experience
Designrr
2025 - Present
Product Designer
Owned end-to-end experience design for AI-powered book creation workflows, from discovery to scalable delivery.
Improved activation and manuscript generation flows, increasing completion rates and reducing cognitive load.
Introduced AI-assisted interaction patterns that accelerated content creation and optimized internal operations.
Strengthened product foundations by aligning UX architecture with business scalability and monetization strategy.
DAZN
2024 - 2025
Product Design Lead
Drove experience transformation for a complex B2B ecosystem, redefining system architecture and multi-role interaction models.
Established scalable UX foundations and operational design processes to support long-term product evolution.
Translated commercial strategy into structured product mechanics, improving adoption, usability, and partner engagement.
Acted as a strategic bridge between business leadership and execution teams.
Master of Code Global
2020 - 2023
Community Design Lead
Founded and scaled a design team, defining operational processes, resource allocation, and delivery standards.
Shaped company-wide design strategy to support commercial goals and long-term positioning.
Implemented structured design governance, improving quality control and cross-functional collaboration.
Acted as a strategic design partner to leadership, aligning product, brand, and client requirements.
Drove professional growth within the team through mentoring and process clarity.
Master of Code Global
2017 - 2021
UI & UX Designer
Owned the full product design lifecycle for web and responsive platforms,
aligning business strategy with user experience.
Structured complex user journeys and reduced friction across activation and core product flows.
Acted as a key design partner for clients, facilitating workshops and translating requirements into scalable UX architecture.
Introduced systematic approaches to UI consistency and design documentation, improving team efficiency.
Mentored and supported emerging designers within the community.
Swiss Design Buro
2016 - 2017
Directed brand identity development for large-scale European music venues and high-end hospitality brands in Switzerland.
Shaped visual positioning, tone of voice, and communication systems to support premium market positioning.
Built cohesive brand ecosystems across print, spatial, and digital assets.
Collaborated closely with founders and business stakeholders to align brand strategy with commercial objectives.
05 - How I Work