Product Design

My journey into product design started back in 2006 at a design studio, where I saw an opportunity. While everyone was focused on print materials, I realized we could create interactive CD-ROM experiences that would slash printing costs and give users something far more engaging. It was my first taste of how good design can transform both operations and experiences.

Having studied Information Technology, I bring a unique perspective to design. I understand the technical side—how systems work, what's actually buildable, and how to make solutions that scale. This background has been invaluable in ensuring my designs aren't just beautiful concepts but viable products that can be implemented and maintained.

When I co-founded a digital agency focused on creating solutions for the fashion industry in my hometown, we didn't just guess what the market needed, we researched, tested, listened and built platforms that replaced product catalogues with interactive tools that sales reps actually wanted to use. Every feature was tested with real users, refined based on their feedback, and measured against actual performance data.

One of our clients was so impressed they asked me to join them full-time. There, I dove deep into understanding how their audiences behaved online. Through careful research and testing, I created digital experiences that felt natural and engaging. The results spoke for themselves: increased traffic, better social engagement, and stronger e-commerce performance.

After, managing e-commerce for Brazil's largest football club, Flamengo, taught me about working with diverse stakeholders and thinking strategically. I designed landing pages that rode the wave of current news cycles, generating buzz and free publicity while driving sales. It showed me how smart design can amplify marketing efforts and create unexpected business value.

As Head of Design at a digital agency, I led one of my most challenging projects: Brazil's first national vaccination app. Over nine months, my team and I interviewed Ministry of Health officials, mapped complex user journeys, and tested countless iterations to ensure the app would work for millions of Brazilians. Managing multidisciplinary UX teams through this process proved I could handle large-scale challenges without losing sight of the user.

Moving to Ireland opened up new industries and challenges. Whether designing Optase's e-commerce platform, creating digital panels for Neutrogena, developing interactive experiences for Three, or building Ulster Bank's Mortgage Kiosk app, each project demanded deep understanding of specific user needs, regulatory requirements, and technical constraints.

Today, I'm a Senior Product Designer at Access, one of the UK's largest business management software companies. I focus on creating hospitality solutions that actually improve guest experience. My toolkit has evolved with the industry—I use UserZoom and Maze for research, Marvin.ai for insights, Clarity and Hotjar for analytics, Figma for design and Miro for workshops. I'm also helping build our design culture through mentorship, ensuring good design practices spread throughout the company.

Throughout my career, I've learned that great product design isn't about choosing between users and business—it's about finding the sweet spot where both win. Every decision I make is grounded in research and evidence, but it's always guided by empathy for the people who'll actually use what I create. That's what drives me: creating solutions that make a real difference in people's lives while delivering tangible business value.