The last 15 years of my career have been dedicated to improving user experience, through study, experimentation, design, and a good dose of empathy.

Consumers and technology are driving change, and businesses across the world are struggling to keep up. No company is too big to fail. Access to markets has never been so fast and so cheap. In the end, the best customer experience wins.

I understood that much early on when in 1999 I set up my digital consulting agency. We grew and experimented alongside the formidable rise of the world wide web with all the profound societal changes it brought to our lives.

As i moved into marketing and advertising, i quickly realized how much everything revolved around understanding our behaviours, our hopes and fears, and crafting to the needs of those we wish to touch. As a strategic planner and later on, as a Creative Director I delved deeply in sociological studies, ethnography and statistics. I became obsessed by how relevant we were to our audience, and that greatly helped to create potent advertising for our clients.
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But i wanted more.

I wanted to be part of the product and not just advertise it, so I trained in UX research and methodology, and gathered some experts around me. Together we would help our clients leverage technology to become more relevant to their user base. For the past 15 years, I have been embedded in companies, in order to understand the intricacies of their business, in house and on the ground. To see how their audiences interact with and consume their products, to help identify opportunities for improvement. I would then craft a 5 year vision; assisting stakeholders in understanding the potential, devising an actionable roadmap, and helping build a team from within to implement it. Design thinking processes and agile methodology, enabled us to bring profound company wide transformations to large corporations such as Compass Group or Edenred.