I spent years in international advertising agencies and complex product environments learning what makes people stop, feel, and act. But I found myself shaping the perception of a pre-decided value. I wanted to work upstream on the problem itself. This led me to a Master of Design at UNSW and into the heart of product design.

AI is my sparring partner, not my oracle. I use it to accelerate the groundwork like synthesising data and uncovering patterns so I can focus on what the machine can’t. That means reading between the lines, challenging assumptions, and creating the psychological safety needed for people to share what they really think. That’s where the true insight lives, and where the interesting design work begins.

Outside of work, you’ll find me seeking balance. That usually looks like the quiet of a long walk through the trees or the high energy of an electronic music set. Both are different, but equally restorative for me.