When people ask what I do and I say service design, I usually get a pause followed by a polite nod or a puzzled smile. Honestly, I get it. It’s not the easiest job to explain. I’ve spent years trying to put it into words even my son could use proudly when someone asks him, “So, what does your dad do?”

I started out in neuroscience, fascinated by how we process the world, how experience shapes perception, behavior, and meaning. That curiosity never left. I just shifted from studying the brain to working with real people in real-world systems.

For me, design isn’t just about screens, services, or flows. It’s about moments. The ones that stick. The ones that confuse, frustrate, delight, or clarify. I try to find those moments, understand them, and work with others to make them better.

Over the past 15 years, I’ve worked with all kinds of organizations — from banks to agri-nutrient, from consultants to carmakers, from small startups to industry leaders. I’ve helped teams step into their users’ shoes, align around what matters, and create products and services that feel more human.

What I actually do, in practical terms:
✦ Help teams and organizations make better decisions based on real user needs.
✦ Translate research into action. With clarity, not just insights.
✦ Bring people together around the experience we want to create, and the one people are actually having.

In short: I map the messy middle between people and products, and help design the experience around it.

If you’re curious about doing better work through better understanding, or just want to connect, the links are down below.

Let’s talk.