7+ years of shipping 0→1 products, at the intersection of design, strategy and business.

I didn't start as a designer. I started as someone who was deeply curious about how things worked, why they were built the way they were, and what it would look like if they actually worked for the people using them. I've always been the person in the room who spots the pattern before it's been named, and cares enough to follow it somewhere.

Over seven years, I've worked across fintech, crypto, automotive, e-commerce, and AI, not because I chased industries, but because the same problem kept appearing in different clothes: products that were built for the business, not the person using them. At Kuda, it was a trust gap hiding inside a bank statement. At Invygo, it was a pricing architecture quietly killing conversions in a new market. At Bundle, it was an entire user base of 541,000 people cut off overnight by regulation and a product that needed to survive it. Each of those problems required more than good screens. They required understanding why the system was shaped the way it was and what it would take to reshape it.

The habit of reading a product like a structural argument, and asking: what's the assumption embedded here, and is it actually true? Tarié, Africa’s First Governance intelligence OS, is where that thinking found its largest surface.

Designing governance infrastructure, the actual systems that modernizes how citizens and governments interact, is a different scale of problem than improving a booking flow. But the method is the same: find the structural failure, understand who it's costing and how, then build something that works for the person on the other end of it.

The work on this site is recent, intentional, and selected. If you want to go deeper into the broader body of work (earlier case studies, interaction details, process documentation), the old portfolio is here.