Your product works. Your team is capable. But design still isn't quite shaping direction the way it should — and you're not sure why, or what to do about it. That's usually where I come in.
I help teams get clear on their point of view: what it means to have a distinctive, recognisable product, how to solve the right problems, and how to build a design practice that lasts.
I work at both levels — with leadership and directly with designers — which means things actually change, not just get recommended. After 8+ years leading design across startups, scaleups, and FAANG — at companies including Blinkist, Instagram, and Shopify — I figured rather than doing that for one company at a time, I could bring that to a few at once. Senior design leadership, for teams that need it but aren't quite ready to hire it full time.
Who I work with
Early-stage founders: Building the design practice for the first time. You need someone who's done it before.
Scaling teams: Design has grown but ways of working haven't kept pace. You need structure without bureaucracy.
Teams in transition: Between design leaders, ramping new hires, or navigating a strategic pivot. You need a steady hand.
Ways to work together
1 — Design Direction Sprint
2 — Product Craft Sprint
3 — Fractional/Interim Head of Design
4 — Design Org Foundations
Coaching · Senior ICs & managers
Why me
I've spent 15 years in design, the last 8+ in leadership — building design functions from scratch, restructuring teams that had outgrown themselves, and leading design at companies including Blinkist, Instagram, and Shopify. Meanwhile, as an individual contributor, I designed at GetYourGuide, Nokia and at agency for clients like Mercedes Benz.
I know what good design leadership looks like at different stages because I've done it at most of them. And I've made enough mistakes along the way to know what actually works versus what just sounds good in a deck. I do this fractionally because I genuinely believe a focused outside perspective — with no internal agenda — often moves things faster than waiting for the right full-time hire.