I’m a UX and Experience Strategy Lead who believes great design starts with understanding the real problem. I ask questions, challenge assumptions, and break things down until the root cause becomes clear. Curiosity drives everything I do, and I like to understand the “why” before moving to the “how.”

Before I worked in UX, I spent years as an elite figure skating coach, training athletes for international competitions. Coaching taught me how to analyze movement, find the small details that make a big difference, and build clear plans to help people perform their best. Every jump and spin was a puzzle to solve, and when something wasn’t working, I didn’t just correct it…I figured out why. That same mindset shapes the way I approach design today: research first, structure second, and improvement always.

At Lottoland, I’m part of the Strategy Team, leading initiatives that strengthen the customer experience across full journeys. I work closely with teams and leadership to connect business goals with customer needs, making sure design decisions are backed by insight and data.
Before that, I led a team of designers and researchers at Herbalife to create Bizworks, a global mobile app that helps millions of distributors grow their business through actionable insights.

For me, process is what creates freedom. When teams have structure and shared goals, creativity and innovation have room to thrive, and results follow naturally. Whether I’m mentoring designers, running workshops, or mapping complex journeys, I aim to bring clarity, empathy, and direction to every challenge.

Outside of work, you’ll usually find me cooking, travelling with my dog, or knee-deep in a crafty art project. I’ve always been curious about how things work and how they connect, and that curiosity continues to guide how I learn, lead, and design every day.