About Me.

I started out as an architect in Copenhagen and Tehran, designing buildings and public spaces. That’s where I learned to think in environments rather than interfaces: how people move, decide and come back within a system. It’s still how I work. I care less about how one screen looks than about whether the whole product holds together across users, teams and touch-points.

Over the past six years I’ve applied this to digital products. I designed search and listings for a 50M-user platform, built style guides andf design systems that became a team’s single source of truth, and helped a pre-launch product succeed by cutting it down to what mattered. Some of my best work has been arguing for what not to build.

I’m most at home in complex, multi-stakeholder problems: messy workflows, competing needs, products that have grown faster than their structure. My job is to find the system underneath and make it feel effortless.

Outside work, I’m usually spotting patterns in how people behave, identifying plants on a walk, or having dinner with loved ones.