Helping teams spot the real problem, then build the right thing
UX Research & Strategy Lead at everstox and agency-side designer. My work blends behavioral science with product discovery to help teams build the right things, faster. I specialize in turning ambiguity into clarity, and clarity into confident decisions.
Data, psychology, and design come together in my work for one goal, before shipping things right, we make sure we ship the right thing. I help teams see the path and move.
How I work
My process blends frontline research with board-level metrics so we solve the right problem and prove it in numbers.
Design-Led Insight Engine
INPUT COLLECTION
Collecting valuable insights from customers and the market
This step involves collecting information about customer needs, market trends, and pain points to create a foundational understanding of the opportunities.
Used at two companies, cut time-to-insight by 40 %”
CLASSIFICATION
Turning raw feedback into clear, actionable insights.
Review the collected feedback in regular meetings to understand the underlying problems and ideas. Categorize the insights into actionable items, ensuring they are clearly defined and ready for further analysis.
OPPORTUNITY MAPPING
Transforming insights into actionable business opportunities
Identify potential business opportunities by clustering similar insights and recognizing patterns. Map these opportunities to create a clear visual representation of where the most valuable opportunities lie.
PRODUCT MAPPING
Refining and prioritizing opportunities to align with strategic goals.
Refine and prioritize the mapped opportunities based on strategic fit, potential impact, and feasibility. This step involves continuous assessment and alignment with business goals to create a prioritized backlog ready for development.
Predict, Prevent, Deliver: Shifting Ops Ahead of the Delay
😣 Struggle
Ops managers were drowning in raw events and dashboards, reacting only after packages were already delayed.
💡 Shift
User research reframed the goal from “more automation” to “explainable, prioritized alerts,” leading us to build an AI model that flags at-risk orders proactively and tells teams why they matter.
🚀 Result
Teams now spot potential issues earlier, can resolve problems with the right data, and report faster decision-making. Leading merchants moving from being reactive to proactive.
Everstox powers logistics for Europe’s fast-growing e-commerce brands, coordinating more than a million parcel movements every month across 70+ warehouses.
I took charge of a tech-driven AI demo, realigned it with proven Ops pain points, and coached the Product Owner and lead engineer through a five-day sprint that produced a no-code alert prototype. The shift kept the team shipping what mattered and set the blueprint for Everstox’s proactive-CX roadmap.
From Silos to a Shared Customer Story
😣 Struggle
Each Siemens division kept its own notes, so no one could see the full customer story.
💡 Shift
We created a shared space where any employee can add real customer moments and pain points. The space groups similar stories so patterns jump out.
🚀 Result
Teams now fix issues faster because they all look at the same picture. The tool won several design awards (iF, Red Dot, UX Design) and a Siemens innovation prize.
We built an online map that shows every step a Siemens customer takes, from first demo to long-term support. By seeing the whole journey in one place, teams can spot weak spots quickly and fix them together.
As the FLUID lead project design manager I made sure each teammate had what they needed; time, tools, feedback, then stepped back so they could do their best work without politics. I encouraged ideas, ran quick tests to prove which ones worked.
Need a design lead who keeps teams focused on the right problem and ships fast?
Email me and we’ll dive in