Where It Started
My career in design started in 2005, not in software, but in art.
I began as an airbrush artist and illustration enthusiast, fascinated by visual composition and craft. That curiosity eventually led me to study graphic design, but the real shift happened when the internet became a creative playground.
During the early days of social platforms, I started experimenting with MySpace, Hi5, WordPress, Joomla, and Drupal, customizing pages and learning how digital experiences were built. That curiosity quickly evolved from designing visuals to understanding systems.
And that shift defined the rest of my career.
Designing Systems, Not Just Interfaces
Very early in my career I found myself leading design projects, starting as a Design Director at Tubelite, working across print, digital, and brand experiences.
But the real turning point came when I joined Cinex, where I worked as Webmaster, UX Designer, and Front-end Developer. This was the first time I experienced what it means to design live digital products. Instead of static assets, I was responsible for systems used daily by thousands of people.
That experience changed my perspective permanently. From that point on, I became increasingly interested in the intersection of design, engineering, and product systems.
From Interfaces to Infrastructure
Over the years, I've worked across multiple waves of technology:
- Early web platforms
- Mobile products
- Digital transformation initiatives
- Startup product development
- Developer and infrastructure tools
Today, my work sits at the intersection of IoT, AI, and device infrastructure. At Peridio, where I serve as Head of Product Design, we help companies manage fleets of connected Linux devices — enabling them to deploy immutable binaries, ship over-the-air updates, and maintain stability across large device ecosystems.
Design in this context is not about surface aesthetics. It's about creating clarity inside complex technical systems.
Designers Who Build
One of the biggest shifts happening right now is the collapse of the boundary between design and development. For many years, designers primarily worked through handoffs. Today, AI-assisted development tools are allowing designers to work directly inside codebases, prototype features in real environments, and contribute to product implementation.
This has fundamentally changed how I work. I now regularly experiment inside repositories, create prototypes in real systems, and iterate directly on the product experience. Instead of designing ideas, I can now refine the product from within.
This allows teams to improve aspects that are often neglected in fast-moving organizations: polish, clarity, and experience quality.
Expanding Into the Maker Mindset
Recently, I've also begun exploring physical product prototyping. Using tools like Fusion 360 and 3D printing, I've started experimenting with hardware components and product enclosures.
This has expanded how I think about product design. It's increasingly possible to imagine designing a product end-to-end:
- Software
- Hardware
- Enclosure
- Interaction model
- Overall experience
This holistic approach has long been championed by designers like Jony Ive and Dieter Rams, whose work has strongly influenced my thinking.
Career Highlights
- 18+ years working across design, product, and engineering collaboration
- Leadership roles across media, telecom, startups, and developer platforms
- Early experience combining UX, front-end development, and product strategy
- Product design leadership in IoT and developer infrastructure platforms
- Hands-on experimentation with AI-assisted development workflows
- Expanding into maker tools and physical product prototyping
Leadership Philosophy
Design is a systems discipline
Great products emerge when design understands the entire system — not just the interface.
Clarity is the real job
In complex products, design's role is to transform complexity into clarity.
Stay close to the product
Understanding how things are built leads to better decisions and stronger collaboration with engineering.
Designers should be builders
The future of design belongs to people who can think across experience, systems, and implementation.
What I'm Interested In
Today I'm most excited about working on products where technology is complex, design can bring clarity, and teams care deeply about product quality. Particularly in areas like:
Developer Tools
Products that serve engineers and technical teams, where precision and clarity directly impact productivity.
Infrastructure Platforms
Systems that manage complexity at scale — where design has to make the invisible visible.
AI-Driven Products
Interfaces and workflows where AI capability needs human-centered design to become genuinely useful.
IoT Ecosystems
Connected device experiences spanning physical and digital — from hardware to dashboard.
Frequently Asked Questions
How did your design career start?
In 2005, as an airbrush artist. Visual curiosity led me to graphic design, then to the early web — experimenting with MySpace, WordPress, and Joomla. That shift from visuals to systems defined everything that followed.
What do you do at Peridio?
I'm Head of Product Design. We help companies manage fleets of connected Linux devices — OTA updates, immutable binary deployments, device stability at scale. My job is creating clarity inside deeply technical infrastructure.
How do you work across design and development?
I work directly inside codebases, prototype in real environments, and use AI-assisted tools to iterate on live product experiences. The handoff era is ending — I'd rather refine the product from within.
What kinds of products are you most drawn to?
Complex technical products where design can bring real clarity — developer tools, infrastructure platforms, IoT ecosystems, AI-driven workflows. Places where polish and experience quality are often underinvested.
Are you only working in digital?
Not anymore. I've started exploring physical product prototyping with Fusion 360 and 3D printing — experimenting with hardware enclosures and interaction models. Designing end-to-end, from software to physical form, is increasingly where my curiosity is pointed.
Let's Build Something Meaningful
If you're building a product where design, engineering, and product thinking intersect, I'd love to hear about it. Whether you're scaling a startup, building developer infrastructure, or refining a complex digital platform — great design can make the difference between a tool that works and a product people trust.