HomeAboutProjectsContact
A woman with flowing red hair walking across the open pages of a storybook beneath a crescent moon

The best experiences beginwhen companies and people truly understand each other’s stories.

I help companies build from what makes them matter.

I’m an Experience Strategist

Connecting customer insight, product decisions, and company identity to create experiences that feel coherent, recognizable, and worth trusting.

My Approach

From complexity to direction

Fragmented shapes gathering into a legible arrangement

01

Find the structure

I connect fragmented research, behaviors, signals and business context to see the patterns underneath.

Layered petals opening around a glowing centre

02

Name the real problem

I separate what is visible from what is actually driving the experience — whether that is trust, value, expectations, ownership or something else.

Several currents converging into a single forward arrow

03

Turn insight into direction

I translate that understanding into priorities and decisions teams can align around and act on.

  • EvidenceDocuments examined through a magnifier
  • UnderstandingA person holding a glowing sphere
  • DirectionA signpost beneath a bright compass star
  • AlignmentThree people holding one light together
  • ActionA person stepping through an open, lit doorway
II.

Projects

Selected Chapters

LATEST CHAPTER

VOSKER-SPYPOINT

CX Manager2023–Present

VOSKER and SPYPOINT connected cameras and mobile apps in a mountain landscape

  • Turning customer signals into structured initiatives

    Identify recurring pains and translate them into scoped, phased initiatives that the organization can execute.

  • Driving alignment and continuity across teams

    Lead cross-functional collaboration to ensure initiatives move forward cohesively and don't remain fragmented.

  • Shaping experience strategy through a customer-centered lens

    Help the organization define what to prioritize and why, connecting customer needs with business reality.

Case Studies

Three layered profiles representing customer personas
PERSONAS

How do we bring the customer into the room?

Case Study
Teal and gold currents flowing through a glowing open door
Influence Without Authority

How do you make insight count when the decision isn’t yours?

Case Study

CHAPTER 03

ELLAUX

Freelance UX Designer2022–2023

ELLAUX brand logo

End-to-End UX, from Discovery to Screen-Ready Solutions

  • Worked with clients across finance, healthcare, biotech, e-learning, and e-commerce on end-to-end UX projects, from early discovery to tested solutions.

  • Turned business needs, product ideas, and early-stage vision into clear user experiences, from research and definition through structure, flows, and screen-ready concepts.

Case Studies

Strategy board with colorful sticky notes, sketches, and arrows representing a facilitated planning process
MKG Strategy Facilitator

How do you scale what works without losing what makes it work?

Case Study
E-procurement System

Simplifying a complex procurement workflow into a clear and usable product experience.

Coming soon

CHAPTER 04

PITANGO UX

UX Designer2019–2022

Turning complex business and product requirements into clear, usable digital experiences.

  • Complex products across industries

    Worked on complex digital products across industries including healthcare, finance, biotech, e-learning, marketing, and e-commerce.

  • From requirements to experience concepts

    Translated business requirements, user needs, and technical constraints into coherent product structures, user flows, and screen-ready experience concepts.

  • End-to-end involvement

    Supported projects from early discovery and research through information architecture, interaction design, validation, and delivery.

Case Studies

Sweetch linked-loop brand symbol in violet and blue
Sweetch

How do I uncover the problem beneath the symptoms — and turn it into experience principles?

Case Study
Santiya

Project description will be added later.

Coming soon
2019Prelude

The shift

From marketingto UX.

For five years (2014–2019) I worked as a marketing manager, specializing in the finance industry — shaping how brands spoke before I began shaping how they were experienced.

From the archive
  • 01How I led a rebranding and uncovered a brand's true strength
  • 02Helping businesses find their DNA
  • 03Campaigning digitally, for the first time

Three notes from a marketing life

IV.Manifesto

A Truth I Design By

We live our lives inside stories.

Not just the stories we tell others, but the ones we're caught in, sometimes without knowing.

Every one of us walks through the world interpreting people, products, and choices through a personal story. We filter, prioritize, accept or reject — based on whether something fits our current path, our aim.

And just like people, products have stories too.

When the story a product tells matches the one a person is living, it feels effortless. Natural. A match. But when those stories conflict — confusion, resistance, or indifference takes over.

That's what I design for. Not just usability. Not just clarity.

But narrative alignment.

I believe that the strongest experiences are those that join the user's story — not interrupt it.