About
I am an entrepreneur, designer and product thinker. My work sits between customer experience, product strategy and applied AI — from global hospitality brands to founder-led ventures.
Principles
What I hold to.
Business, then pixels
Every project starts with a clear commercial hypothesis. Beauty follows utility, not the other way around.
Calm by default
Confidence is quiet. I choose restraint over noise, whitespace over decoration, systems over one-offs.
AI as leverage
I use generative AI to compress research, prototype faster and personalise experiences — without hiding the human.
Craft is care
Type, motion, tone of voice and micro-interactions are how a product tells the user you took them seriously.
Timeline
A career journey.
First hospitality role
International hotels, learning service design in the wild.
Design lead
Moved from operations into digital product and brand.
Founded GoaDesigns™
Independent studio for early-stage founders.
Launched FredChill™
Consumer lifestyle brand and DTC playbook.
Launched NeverForget™
Emotional software for families and memory.
AI product lead
Shipping AI-native flows for maritime and mobility.