How I work

Overview of the process I use at work. And in life.

As a Design leader, my approach centers on creating environments where talented individuals can thrive and deliver exceptional user experiences. I champion enablement over enforcement, building bridges to connect diverse perspectives, and fostering autonomy with clear accountability. My philosophy blends vision-setting, obstacle removal, and empowerment, all while trusting the team’s expertise. I believe in transparency, open communication, and a “radical candor” approach, creating space for honest feedback and continuous improvement. Ultimately, my goal is to cultivate a culture of innovation where every team member feels valued, supported, and inspired to produce their best work.

Principled Design & Iterative Execution

I foster the creation of a Design Ethos based on shared creative standards and attitudes within the team, creating a self-accountable environment. Combined with iterative design, I approach design challenges through rapid iterations, allowing for quick adjustments and continuous improvement, especially in environments where complete information isn’t initially available. We make experiments a standard rather than going into endless debates, making results more valuable

Trust & Autonomy

To deliver excellent work the team needs to own their decisions. If I want that to happen, I will have to trust the team by assigning them challenges and not solutions. Providing them with the trust, with tools and visibility on the project will eventually drive success and a sense of community. During my career I worked in different work environments (corporate, startup, founder led), always adapting to the structure and bringing the right tools in play.

Tools & Efficiency

I’m software agnostic, meaning the team’s tools vary based on project context, ensuring we always use the best solution for the task at hand. Having managed globally distributed teams from APAC to the Americas, online collaboration tools like Miro are paramount for effective brainstorming and real-time collaboration. I’m proficient in the Atlassian software suite for project management, alongside hands-on tools like Figma, Zeplin, and Notion. Leveraging a multitude of plugins, I ensure accessible and high-quality designs are easily understood by both developers and senior stakeholders, facilitating seamless communication and efficient project execution.

See an example of UX process tool I used at Ten on Miroverse

Feedback is paramount

I prioritize regular, meaningful communication with my team by scheduling monthly 1-on-1 sessions with each member. These meetings are dedicated spaces for open and honest feedback, where I actively seek insights on how I can better support them and identify any challenges I may unintentionally create. By fostering an environment of vulnerability and transparency, I lead by example, showing that constructive feedback is a tool for growth rather than criticism. This approach encourages team members to feel comfortable sharing their thoughts, ultimately building trust, enhancing collaboration, and driving continuous improvement within the team.

Innovation

I’m software agnostic, and I’m passionate about leveraging emerging technologies to enhance user experiences and drive digital transformation, constantly staying ahead of industry trends to deliver efficient, scalable, and delightful products. I worked at the forefront of technology and UCD, which culminated at Samsung in the creation of a patent for digital camera. My thirst for the “next big thing” is never over, and I’m now playing with agents and the possibility to bypass costly and laborious APIs piping with a more agile paradigm.

“The Bridge”

Recognizing that diverse perspectives drive stronger solutions, I foster an environment where team members and the wider business, connect and learn from each other’s unique skill sets and experiences. As a leader, I facilitate these connections, ensuring that every voice is heard and that insights are effectively synthesized to create holistic, user-centered designs. By breaking down silos and encouraging cross-pollination of ideas, I create a more collaborative and innovative design process, which is the base for highly productive and quality driven teams.

Highlight: The challenge of COVID-19

During my time as Design Director at Ten, I faced a unique challenge during the COVID-19 pandemic. With lower request volumes, the business sought a scalable way to maintain member engagement. We identified digital content creation – magazines for dining, offers, and music, along with travel guides for 120 major cities – as the solution, requiring translation into 20+ languages. While initially envisioning a traditional InDesign-based process, resource and time constraints demanded innovation.

To streamline production while maintaining brand consistency, I pioneered a “template process” with strict content guidelines and the use of styles in InDesign. Further leveraging emerging AI tools, I developed a system where content was inputted into Excel tables, automatically translated, and then dynamically populated into InDesign templates using Data Merge. This innovative combination of ChatGPT, Excel, Visual Basic, and InDesign reduced production time from one week to just three hours per franchise.

As a result, Ten not only navigated the pandemic successfully but also enriched member offerings with a wealth of editorial content, boosting NPS and conversion rates.