Where It Started
I was drawn to art early in life — painting, illustrating, and experimenting with airbrush as a teenager. That creative pull eventually led me to study graphic design, where I fell in love with visual systems and communication.
But the real shift happened when I discovered technology. I started learning how to code, 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, a movie theater company where the digital channel was becoming central to the business. The role was called Webmaster — a title that meant you owned everything: the website, the content, the code, and the payment platform. What the industry would later split into UX Design and Front-end Development was just one person making sure the site worked. More importantly, it placed me at the intersection of Marketing, IT, and the customer experience — a cross-functional position that's standard today, but back then was simply what the job demanded.
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
The walls between disciplines are coming down. Not just between design and development — between design, engineering, product, and marketing. For decades, these functions operated in silos connected by handoffs. Today, AI-assisted tools are making it possible for one person to work across all of them: write code, shape the product experience, build the marketing surface, and iterate on the live system — all within the same workflow.
This is how I work now. I prototype inside real codebases, contribute to product implementation, and refine the experience from within the system rather than from outside it. The role I naturally fell into at Cinex in the early 2010s — bridging marketing, technology, and the user — is becoming the default mode for a new generation of product builders.
This convergence allows teams to improve what fast-moving organizations often neglect: 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
- 10+ years shipping products remotely in startup environments
- 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?
I was drawn to art early — painting and illustrating as a teenager. That led me to study graphic design, and then to technology, where I learned to code and started experimenting with MySpace, WordPress, and Joomla. The 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.