My path into design began while studying Computer Engineering. It opened up for me a way of thinking in systems — understanding how things are built and connected, where and why they break, and how hidden gaps — the unquestioned “elephants in the room” — leave space for innovation. But what interested me most was how people experience these systems — and what truly shapes that experience.

I started with graphic design, exploring visual perception and how it can shape what people feel before they even think. Working on brand identities for companies and communication campaigns for cultural projects and non-profit organizations showed me how visuals influence trust and behavior. But they also revealed the limit of aesthetics alone: a brand could look convincing, but if the experience behind it failed, people would simply move on.

That insight pulled me into UX and UI design — into flows, interactions, and decision-making. I learned how usability drives conversion and retention, and how clear information architecture reduces friction. Users gained clarity, businesses gained results — and from there, the step into product design was natural. It was the point where everything connected: aesthetics, usability, functionality, and engineering shaping each other as one coherent system.

Over the years, my work has ranged from national and international awareness campaigns to e-commerce, fintech, healthcare, and communication platforms — projects different in context but alike in scale, reaching and influencing thousands of people around the world. Different industries, same principle: it’s not the idea that scales — it’s the strategically designed system behind it.

Design isn’t art or visual surface. It’s an interconnected system between people, business, and technologies that shapes experience and creates impact. And with that comes responsibility: when design decisions are made without understanding the systems they affect or depend on, collapse is only a matter of time.

Most learn that the hard way. The rest — build with the right mind in.