I connect human behavior with business performance.

From making communication visible to making products work better.

I began in visual design and advertising, building the craft to communicate ideas clearly and earn attention. Over time, I became more interested in what happened after the click: what people understood, where they hesitated, and whether an experience truly helped them move forward.

That curiosity led me into UX research, product design, experimentation, and conversion optimization. Today I combine creative thinking with analytics and business strategy, working across disciplines to turn evidence into practical improvements.

I care about clarity, thoughtful measurement, and the humility to learn from real behavior. Good optimization should create value for both the customer and the organization—not pressure people into choices that are wrong for them.