I design for behavior. My job is to answer what the business and its users need, built on a real understanding of how people behave and what drives them. It comes down to what actually happens in someone's head the moment they use a product.

Over 8 years across B2B and B2C, I've learned that the best design decisions aren't only about aesthetics. They're about understanding what people feel, what they avoid, and what makes them act. I combine UX with cognitive psychology and behavioral economics to get there.

In practice: reducing friction in complex workflows, building trust into AI-powered experiences, and turning hard decisions into ones that feel obvious. The work spans product strategy, interaction design, and everything in between.

Outside of work, I'm a husband and father of two kids who constantly remind me how people learn, explore, and make sense of the world. It's the best ongoing research I've got.