👋 Xin chào

I'm an engineer turned designer, although neither title feels quite right anymore.

My work has taken me from transport networks and road safety projects to product strategy, UX research, service design and digital transformation.

Along the way I've realised that what interests me most isn't a particular industry or discipline. I have found to enjoy understanding how people interact with systems, and finding ways to make those systems work better.

I've always been naturally curious. I enjoy exploring ideas, identifying patterns and asking burning questions... (why? how?). Sometimes, that means analysing a customer journey. Other times it means rethinking a process, a product or an entire service.

I tend to be at my best when navigating the unknown, connecting different perspectives and turning something complex into something people can understand and act on.

At the heart of it all, I'm interested in solving problems that matter and creating things that are useful, thoughtful and realistic of how people actually live and work.

Areas of Interest

Systems Thinking

Understanding how people, processes, and technology influence each other across a wider experience.

Service Design

Improving how people move through services and identifying opportunities to reduce friction.

Digital Transformation

Exploring how digital tools and better systems can improve existing experiences and workflows.

Human Centred Design

Designing with a strong focus on understanding real user needs, behaviours, and pain points.

Emerging Technology

Interested in how AI and emerging technologies can support more useful and accessible experiences.