Player-first. Behaviour-led.

My approach to design starts with understanding people — what captures their attention, what motivates them, where they hesitate, and ultimately, what makes an experience worth coming back to.

With a background in Psychology and years designing for games played by millions, I bring a behavioural lens to complex product problems. I keep the player’s perspective in the room while balancing product goals, using insight into behaviour to reduce friction, shape better decisions and create experiences that feel intuitive and rewarding.

For me, the best UX is built together. I work closely with Product, UI, Data and Development from the start — bringing diverse perspectives into the process, challenging assumptions and creating the shared understanding teams need to make confident decisions. And while I care about the bigger picture, I care just as much about the craft and details that shape the final experience.

Alongside my work in games, I’ve taught UX at university, bringing behavioural design into the classroom through principles and frameworks such as the Hook Model.

And yes, I take design seriously — but not myself too much. I love what I do; I want the things we make to put a smile on someone’s face, and I think the team should have a few laughs while figuring out how to get there.