I started with the customer
Before becoming a designer, I spent almost a decade working directly with customers across hospitality, events, retail, beauty and wellness. That experience taught me how to make a customer-facing business work in practice, read people and adapt to their needs, maintain quality under pressure, manage constantly changing priorities, and keep the whole operation moving. It taught me to assess situations quickly, make decisions with incomplete information, adjust when circumstances change, and keep the bigger picture in mind while dealing with the details of what is happening in front of me. I see how the people, processes and details behind an experience affect what the customer gets and therefore what the business gets from it. That means I don't just see what the customer experiences; I see what is behind it, what is getting in the way, and what needs to change to make the whole thing work better.
Then learned to design and lead
After learning the customer-facing side from the ground up I wanted to develop and lead the business behind those experiences. Design became the discipline through which to do that. My university degrees combined customer experience, service and experience design with business, marketing, branding, leadership and organisational development, giving me the foundation to approach complex problems systematically, connect customer needs with business needs, and turn insight into solutions that create value for both. I took responsibility early, leading people and execution in customer projects during my studies, and leadership became a natural part of my work from there. I also expanded my design expertise into UX/UI, broadening how I could shape the customer experience across digital touchpoints. This foundation allows me to identify problems and opportunities, determine where effort creates the most value, prioritize accordingly, and lead the development from direction to execution.
Today, I bring those perspectives together
As my roles expanded, so did the scope of what I could take responsibility for. I moved from contributing to leading, from individual tasks to broader areas of the business, and from developing individual touchpoints to shaping how different parts of a customer-facing business work together. I bring the operational, commercial, customer, and design perspectives together to see the business as a whole and understand how change in one part affects the others.
As a multidisciplinary designer for B2C businesses, I connect things that are often handled separately and take responsibility for turning that understanding into action and results. I define and execute strategies, lead teams, manage operations, and develop customer-facing solutions, with the business outcome always in mind. That means looking for ways to create more value for customers and the business, whether through increased revenue, more efficient use of resources, reduced unnecessary cost, or better experiences.
