Strategic Designer specializing in research-driven decisions for products where clarity and trust are non-negotiable.

Behavioral Design (BECO) · AI-Augmented Workflows · Insurance · Automotive · Fintech

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About Me

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[Personal Portrait]

Personal Portrait

A man with a thoughtful expression looking up at the sky, surrounded by clouds. He is wearing a yellow shirt and is outdoors.

[02]

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[My Story]

My Story

I've spent the past 5+ years designing for environments where a bad decision costs more than a bad click insurance, finance, and automotive systems where users need to trust what they can't fully see.

Along the way, I found my specialty: behavioral design. Using the BECO framework (Behavioral, Emotional, Cognitive), I connect what people actually do not just what they say to concrete interface and content decisions.

I've applied this at Flat 101, working on MAPFRE's health insurance flows and Verti's German market products, and earlier during my four years at Bertrandt, working on CUPRA/SEAT's in-car experiences. Across both, the goal has always been the same: translating ambiguity into confident, evidence-based decisions.

More recently, I've been integrating AI directly into how I work using custom Claude skills to speed up design system documentation, ande AI-assisted prototyping to test ideas faster. It's changed how quickly I can move from insight to shipped decision, and it's the direction I want to keep growing in.

The case studies below mix two kinds of work: confidential client projects (anonymized or generalized where required by NDA) and self-initiated strategic exercises I've built to explore problems I find genuinely interesting. I've labeled each one so it's clear which is which.

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Expertise

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Services

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[01]

[Behavioral UX & Product Strategy]

I apply the BECO framework — Behavioral, Emotional, Cognitive — to translate user psychology into interface, content, and flow decisions. Specialized in regulated B2B2C ecosystems: insurance, automotive HMI, and fintech — where trust and clarity are non-negotiable conversion drivers.

[01]

[Behavioral UX & Product Strategy]

I apply the BECO framework — Behavioral, Emotional, Cognitive — to translate user psychology into interface, content, and flow decisions. Specialized in regulated B2B2C ecosystems: insurance, automotive HMI, and fintech — where trust and clarity are non-negotiable conversion drivers.

[02]

[Design Systems & Multi-Market Governance]

I architect and maintain scalable design systems across multi-market products — covering 5+ European markets. Using AI-assisted tooling (Figma Agents, Weave) for documentation and component consistency, I ensure cross-team governance and fast delivery without sacrificing quality or brand integrity.

[02]

[Design Systems & Multi-Market Governance]

I architect and maintain scalable design systems across multi-market products — covering 5+ European markets. Using AI-assisted tooling (Figma Agents, Weave) for documentation and component consistency, I ensure cross-team governance and fast delivery without sacrificing quality or brand integrity.

[03]

[AI-Native Product Design]

AI is a core part of my workflow — not a shortcut. I use custom Claude skills, AI-assisted prototyping, and vibe coding to compress research-to-decision cycles by ~30%. From synthesis to validated prototype, I move faster without trading off rigor or craft.

[03]

[AI-Native Product Design]

AI is a core part of my workflow — not a shortcut. I use custom Claude skills, AI-assisted prototyping, and vibe coding to compress research-to-decision cycles by ~30%. From synthesis to validated prototype, I move faster without trading off rigor or craft.

[04]

[End-to-End Product Strategy]

I lead the full product definition cycle — from vague briefs to structured architectures teams can build and clients can trust. With 7+ years across B2B2C regulated ecosystems (insurance, automotive, fintech), I bridge strategy, research, and engineering to deliver outcomes that stick.

[04]

[End-to-End Product Strategy]

I lead the full product definition cycle — from vague briefs to structured architectures teams can build and clients can trust. With 7+ years across B2B2C regulated ecosystems (insurance, automotive, fintech), I bridge strategy, research, and engineering to deliver outcomes that stick.

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Toolkit

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Figma

UX/UI design and prototyping.

Claude

Custom skills for design system documentation and research synthesis

Lovable

Rapid, code-level prototyping

Figma Weave

AI agents for design workflow automation

Framer

High-fidelity web design and rapid deployment

Cursor

AI-assisted prototyping

Maze

Usability testing and validation

Linear / Notion / Jira

Project management and cross-functional delivery

Adobe Photoshop

Photo and visual editing.

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Process

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1

We start by framing the real question: what decision is the user actually trying to make, and where does friction show up.

2

I synthesize research and behavioral insight (BECO) into clear design principles, often AI-assisted for speed.

3

I design and prototype the solution, validating structure and flow before visual polish.

4

I document the outcome into the design system, ensuring it scales across markets and teams.