Hi, I'm Alex
I started out as a web designer—back when slicing a PSD felt like a full-time job. Over the years, I evolved from crafting pages to designing entire experiences, shifting my focus from pixels to people, from deliverables to outcomes.
Today, I’m a design leader and strategist with a passion for clarity, systems thinking, and meaningful storytelling. I’ve worked across e-commerce, tech, and product teams, guiding businesses through messy ambiguity toward grounded, user-centered solutions. I help teams move beyond scattered projects and siloed features, into unified journeys shaped by evidence, empathy, and iteration.
I believe in design that works—for users, for teams, and for the business. And I believe in doing the hard thing when it’s the right thing.