About Me

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[01]

01

[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 across MAPFRE's health insurance flows, Verti's German market products, and CUPRA/SEAT's in-car experiences, always working to translate 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, and 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.

Learn more about me

Expertise

[

Services

]

[01]

[Behavioral UX Strategy]

I apply the BECO framework to translate user psychology into interface, content, and flow decisions especially in high-stakes, regulated products where trust and clarity drive conversion.

[01]

[Behavioral UX Strategy]

I apply the BECO framework to translate user psychology into interface, content, and flow decisions especially in high-stakes, regulated products where trust and clarity drive conversion.

[02]

[Design Systems & Governance]

I build and maintain scalable design systems across multi-market products, using AI-assisted tooling to keep documentation and component consistency fast and accurate.

[02]

[Design Systems & Governance]

I build and maintain scalable design systems across multi-market products, using AI-assisted tooling to keep documentation and component consistency fast and accurate.

[03]

[AI-Augmented Product Design]

From research synthesis to rapid prototyping, I use AI as a core part of my workflow — custom Claude skills, AI-assisted ("vibe coding") prototyping to move from insight to validated decision faster.

[03]

[AI-Augmented Product Design]

From research synthesis to rapid prototyping, I use AI as a core part of my workflow — custom Claude skills, AI-assisted ("vibe coding") prototyping to move from insight to validated decision faster.

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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

Jira / Confuence

Cross-functional delivery and documentation

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.

Let's build something remarkable.

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