The most valuable design work happens before a single screen is created.
The Pivot From Advertising to Product Strategy
I spent years in international advertising agencies and complex product environments learning what makes people stop, feel, and act. But advertising meant selling products and strategies someone else had already shaped. I wanted to be in the room earlier, questioning whether the product was the right one to build at all. This led me to a Master of Design at UNSW and into product design.
Human Insight + AI-Augmented Workflow
I use AI to speed up the repetitive and predictable work, so I can focus on what the machine can't.
Where I use AI:
Clustering raw research data, drafting moderation scripts, desk research, rapid prototyping, and stress-testing assumptions.
Where I focus my human expertise:
Reading between the lines, creative work, challenging inherited assumptions, and building the psychological safety needed for people to share what they really think.
The most valuable design work happens before a single screen is created.
The Pivot From Advertising to Product Strategy
I spent years in international advertising agencies and complex product environments learning what makes people stop, feel, and act. But advertising meant selling products and strategies someone else had already shaped. I wanted to be in the room earlier, questioning whether the product was the right one to build at all. This led me to a Master of Design at UNSW and into product design.
Human Insight + AI-Augmented Workflow
I use AI to speed up the repetitive and predictable work, so I can focus on what the machine can't.
Where I use AI:
Clustering raw research data, drafting moderation scripts, desk research, rapid prototyping, and stress-testing assumptions.
Where I focus my human expertise:
Reading between the lines, creative work, challenging inherited assumptions, and building the psychological safety needed for people to share what they really think.
The most valuable design work happens before a single screen is created.
The Pivot From Advertising to Product Strategy
I spent years in international advertising agencies and complex product environments learning what makes people stop, feel, and act. But advertising meant selling products and strategies someone else had already shaped. I wanted to be in the room earlier, questioning whether the product was the right one to build at all. This led me to a Master of Design at UNSW and into product design.
Human Insight + AI-Augmented Workflow
I use AI to speed up the repetitive and predictable work, so I can focus on what the machine can't.
Where I use AI:
Clustering raw research data, drafting moderation scripts, desk research, rapid prototyping, and stress-testing assumptions.
Where I focus my human expertise:
Reading between the lines, creative work, challenging inherited assumptions, and building the psychological safety needed for people to share what they really think.