Crafting Product Intent

I am a design leader specializing in bringing ruthless clarity to complex challenges. My expertise translates ambiguity into intuitive, human-centered systems that truly serve their ultimate purpose and feel alive."

Architecting Clarity & Human-Centered Systems

Born and raised in Concepción, Chile, my path began with a unique blend of telecoms, electronics, and graphic design, evolving from leading my own branding agency to a transformative period as a logistician for Doctors Without Borders in war zones like Sudan and the jungles of Colombia. This crucible instilled a ruthless clarity and a profound capacity for brave, human-first decision-making, which I carried into my career in London. There, I rapidly established myself in product design, leading teams at Europe's largest mobile studios, crafting apps for global brands like FIFA, Samsung, Santander, and Hargreaves Lansdown. My career then progressed to shaping platforms for major clients such as the Premier League and Domino's. Driven by a passion for bringing meaning to complex technology, I later served as Creative Director at Nurvv, distilling vast data into intuitive human experiences. Now, partnering with Class 35, I continue to architect clarity and build trust for financial innovators like Investec, consistently transforming intricate challenges into systems that truly serve their ultimate purpose and feel alive.

A man with glasses, a full beard, and styled hair wearing a white shirt against a gradient background with pink lighting.

My Strategic Services

  • I specialise in defining the 'what' and 'why' before the 'how' in product development. My Digital Product Strategy service helps organisations clarify market opportunities, validate core hypotheses, and articulate a compelling product vision. I apply a ruthless clarity to identify true user needs and business value, ensuring resources are directed towards building products that are strategically sound, deeply purposeful, and positioned for significant impact.

  • As a Product Design Director, I lead and empower teams to bring strategic visions to life through exceptional digital experiences. My focus is on translating complex requirements into intuitive, purposeful products that resonate deeply with users and feel alive. I champion a rigorous, human-centered approach throughout the entire product lifecycle, ensuring every design choice contributes to a cohesive, impactful, and deeply resonant user experience.

  • This service goes beyond individual products to cultivate high-performing design cultures that thrive on courage, intellectual rigour, and genuine purpose. I partner with leadership to optimise design processes, empower teams with greater ownership, and instill an ethos of human-centered innovation. My goal is to transform design functions into strategic partners, consistently delivering work that is both impactful and deeply aligned with organisational values

  • For organizations facing particularly intricate or high-stakes challenges, I provide high-level, objective guidance. This advisory service leverages my unique perspective, forged in diverse, demanding environments, to diagnose complex problems, challenge assumptions, and provide a clear, unbiased path forward. It's about translating ambiguity into trusted, actionable insights that enable confident decision-making at the executive level.