I’m a senior UX strategist and designer who operates at the intersection of product strategy, engineering execution, and experience quality. My work focuses on turning ambiguity into aligned decisions, measurable outcomes, and shippable increments; without sacrificing usability, trust, or brand integrity.I specialize in bridging product and engineering in Agile/Scrum environments.

Rather than treating UX as an input or a cleanup phase, I embed experience strategy directly into delivery systems: shaping Product Goals, defining value-based Sprint Goals, and enforcing UX-inclusive Definitions of Done so that “done” also means usable. This approach prevents strategy theater, reduces rework, and replaces opinion-driven decisions with evidence.

My background spans multiple markets and complex domains: from hospitality to enterprise and supply-chain platforms; where UX quality is inseparable from risk, trust, and operational scale. I’ve led UX initiatives in highly constrained systems involving data integrity, compliance, and multi-stakeholder workflows, translating brand and positioning promises into concrete experience principles, tradeoff rules, and measurable behaviors.