My principles guide how I lead, coach, and collaborate with teams, leveraging curiosity to cultivate connection through empathy for a better digital world.

• Useful: Everything I create—whether it's a team, a product, or any kind of interaction—should meet a genuine need and offer real benefits. I focus on understanding their challenges and ensuring the solutions align with their goals. This way, users can trust what I create, feel more satisfied, and find it valuable in their lives. For me, being useful goes beyond just working well; it's also about having a meaningful impact.

• Simple: “I love designing teams and things, collaborating, identifying interesting problems, and figuring out what I can build to solve them. Above all, I like to keep it simple and do it well”. Simplicity means reducing friction at every touchpoint while amplifying clarity and delight. By stripping away unnecessary complexities, I ensure users can focus on achieving their goals effortlessly and delightfully.

• Modular: I believe in making things that are flexible and easy to adjust, no matter what I'm designing or building. By dividing the problem into smaller parts, I help teams quickly adapt to users' changing needs or market shifts to create flexible, reusable components that solve multiple use cases. This approach allows for growth, encourages new ideas, and helps different systems work together smoothly, all while keeping everything consistent and high-quality.

I focus on values that inspire behaviour, guide agile teams and my decision-making, and foster alignment and impactful customer experience outcomes.

• Prioritize Outcomes Over Mere Output: My main priority is to achieve meaningful results instead of just checking off a list of tasks. I strive to establish clear goals that have a real impact, ensuring our collaboration meets the business's and our customers' needs. This approach encourages fresh ideas, helps us prioritize what's most important, and emphasizes quality over just "doing a lot of work," allowing us to create valuable outcomes.

• Assume Positive Intent: I approach every interaction with the belief that others have positive intentions. This value fosters an open, empathetic environment where ideas can be shared without fear and conflicts are addressed constructively. I create a foundation for collaboration, growth, and stronger team relationships by prioritizing understanding over judgment.

• Promote Inclusivity: I strongly support diversity, background, and experience in everything I do. When we create a space where everyone feels welcome, mixing ideas ensures all voices are heard, valued, and respected, leading to better problem-solving, innovative ideas, and more impactful outcomes. Being inclusive isn't just a belief—it's a way of working that helps teams grow stronger and makes products that connect with people from different backgrounds.

I drive impact by guiding teams through every design stage, using strategic human-centred processes, design systems, and insights to create cohesive, results-driven experiences.

• Empower Decision-Making with Insights: Use information from both quantitative and qualitative to guide design decisions at each step. By basing our solutions on what users need and valuable insights, we collaborate to ensure our team creates experiences that benefit users and achieve measurable results.

• Build Consistency with Scalable Systems: Implement and evolve design systems that promote efficiency, alignment, and consistency across products or teams. This way, every part of our product feels connected and consistent, making it easier for both our teams and the people who use our products.

• Focus on End-to-End Cohesion: Ensure every stage of the design process—from discovery to delivery—is strategically aligned to the overall vision and business goals. By keeping a strong link between what users want and the organization's objectives, I create useful experiences and build teams that make a meaningful difference.