How I work

I'm not a conventional designer, and it shows in the work.

I came in sideways. My first job was as a BI analyst at AB InBev, building dashboards for 30+ sales directors before anyone told me that was design. Then innovation programs at SOFTEX, learning lean and agile from people building companies under real pressure. Then financial products in Brazil, then Canada, then a bank. Marketing, behavioural economics, project management, a bit of front-end — I picked up a piece of each and none of it went to waste. It's why I tend to see a product as a whole system rather than a set of screens.

What I keep coming back to is access. Financial products are where good design is missing most and needed most: complicated by nature, regulated by necessity, and usually built for the institution rather than the person on the other end. I designed Brazil's first fully online private pension because until then you could only buy one standing at a bank counter. I prototyped a contact-centre service in Bizagi instead of a design tool because it had to run on the machines the representatives actually had, not the ones we wished they had. A good experience shouldn't be a premium feature.

I also care whether it shipped and whether it worked. Eleven self-service features for 16M+ customers. A retention framework that moved $57M. An 86% engaged-session rate on a platform used by 1,200 practitioners. I instrument what I build — a habit from the BI years — because I'd rather know than argue.

And I'm a romantic about teams. The best thing I've made wasn't a screen: it was a room where frontline representatives co-authored the service they'd have to deliver every day, and then adopted it in under ten days because it was theirs. Culture is a design material. I take it seriously, and I've been lucky to work with people who take it seriously back.

Fourteen in, the arc still surprises me — from Brazil's first online private pension channel to a generative AI assistant used by 25,000 people at Canada's largest bank. Different countries, different decades of technology, same job: make something complicated feel obvious for someone who never asked for it to be complicated in the first place.