Building meaningful products starts with asking the right questions. Good answers follow naturally when the problem is understood deeply.

My background combines brand identity, design strategy, and digital product and service design. Over the years, I’ve moved from visual communication to digital products – driven by a strong focus on customer needs and evidence‑based decision‑making.

Today, my work sits at the intersection of agile business analysis, product discovery, and user‑centred design. I shape digital products end‑to‑end: from understanding customer problems and facilitating discovery, to refining backlogs, aligning stakeholders, and supporting delivery in complex corporate environments.

I bring a metric‑driven mindset, a commitment to clarity, and a belief that good solutions emerge from thoughtful questions and evidence, not assumptions. I hold a Scrum Product Owner (CSPO) certification and continue to deepen my expertise in product development, service design, and data‑informed decision‑making.