Turning customer insight into direction

I’m a service designer with a background in technology, passionate about helping organizations become genuinely customer-centric, not just in what they say, but in how they think and make decisions.

My work focuses on customer-centric business transformation in complex, product- and sales-driven environments. I’m interested in how organizations translate customer understanding into strategic and operational choices, and why this often proves difficult in practice. In many contexts, customer insights exist, but fail to meaningfully influence direction, priorities, or ways of working.

I work with complex systems and cross-functional teams, where different functions operate with their own goals, metrics, and incentives. I facilitate collaboration, design customer journeys, and help teams align around shared understanding, bringing clarity to ambiguity and structure to messy problem spaces.