Who am I

I’m a researcher and service designer driven by curiosity and a deep interest in how people make sense of their worlds. I’m most engaged when I’m listening closely—digging into lived experiences to understand motivations, tensions, and what truly matters. Research grounded in this kind of qualitative insight consistently leads to better outcomes; products and services informed by deep user research are almost twice as likely to be adopted. That belief sits at the core of my practice.
 

What do I do

I specialise in research-led design, using analysis to uncover insights that shape systems, services, and experiences. I’m particularly interested in how research travels—how it moves from interviews and observations into decisions. That’s why my work often extends beyond traditional design outputs into formats like comics, publications, games, and public interventions. When research is translated clearly and creatively, teams reduce downstream rework by as much as 30–50%, and insight becomes something people can actually use.
 

How I do it

I work at the intersection of in-depth research methods, service design, UX/UI, systems thinking, and strategy. By blending structured inquiry with creative exploration, I help bridge the gap between insight and action—turning complexity into clarity without flattening it. With most research never fully making it into decision-making, my focus is on ensuring insights don’t stay abstract, but become thoughtful, human-centered strategies.