For nearly two decades, I’ve led design, design strategy and innovation for 82+ countries.

At Visa across the CEMEA region — spanning the UAE, Saudi Arabia, Ukraine, South Africa, Kazakhstan, Russia, and Kenya, amongst the 80+ markets I served. At bwin and Mastercard across Europe.

I’ve worked at the intersection of client needs, market dynamics, and human behaviour. My role involved translating complex business challenges into human-centred design solutions — not just for internal teams, but for our partners: banks, fintechs, airlines, retailers, and governments.

Over 200+ client engagements later, the scope of work has ranged from rapid design sprints to strategic ventures, from user journey mapping to the launch of fully validated prototypes.

What follows is a selection of case studies showcasing my work.