Origin Story

I started consulting with a simple, clear vision: to help businesses make smarter and more human decisions that connect with customers. After 15 years of working in UX, product strategy, and research, I observed a common issue—startups and SMEs often struggle to align emerging technology with real customer needs. Too often, they are overwhelmed by the speed of change and lack of internal resources, that they end up implementing solutions that didn’t truly serve their users.

I wanted to change that. My aim is to bring clarity, empathy, and strategic foresight to clientd that are navigating the AI landscape. By focusing on practical, ethical approaches and keeping aligned with design best practices. The goal is to help businesses build solutions that resonates with users, establishes brand loyalty, and stay two steps ahead of competitors.