ABOUT ME

It started with a TV remote.

Most kids were watching cartoons; I was busy re-engineering the neighbour’s TV setup. At ten years old, I was the unofficial UX consultant for the local block. I didn’t know what “User Experience” was back then, but I knew that a system that doesn’t enable its users is just expensive noise.

I spent my afternoons translating complex, clunky manuals into something my neighbours could actually use. That was my first lesson in Operational Integrity: if the system is a mess, the value is locked away.

Twenty years later, the “remotes” have become global digital ecosystems, but the challenge remains the same. I’m not here to make things look “pretty”—I’m here to build the infrastructure that allows businesses to scale without breaking.

From Chaos to Governance

I’ve spent two decades in the trenches of the digital industry. I’ve seen what happens when design is treated like a coat of paint rather than an Operating System. It leads to technical debt, burned-out teams, and wasted budgets.

My job is to stop the rot. I focus on Design Governance because I believe Excellence is a choice of exclusion. It’s about having the bollocks to say “no” to the rogue ingredients—the “Pizza Hawaii” requests—so the rest of the engine can run at peak velocity.

Life at 120bpm (and the Swiss Alps)

For the last decade, I’ve called Switzerland home. It’s a place that matches my frequency: high precision, zero fluff, and a deep appreciation for what actually works.

When I’m not architecting design systems or leading my squad to ship premium products, I’m navigating the most complex project of my life: raising two little rascals alongside my wife.

I’m also a man fueled by internal combustion and craft. Whether it’s the raw thump of a single-cylinder motorbike, the silhouette of a classic sports car, or the perfect stitch on a pair of sneakers, I’m drawn to anything designed with purpose and built to last.

My “Not-so-secret” Superpowers

I don’t do “superhuman” fluff. I do results. But if you must know my edge:

• Dishwasher Engineering: I load with the surgical precision of a Scandinavian architect. Zero wasted space, maximum efficiency.
• Avocado Toast Mastery: Simple, effective, and better than your local brunch spot. Fact.
• The Italian Sommelier: Pairing the perfect wine with my wife’s recipes. Because even a rigid system needs a bit of soul to keep it interesting.