I’m someone who has always been driven by curiosity, the kind that doesn’t rest until it understands how things work, and more importantly, why they matter. I began my career in Industrial Design and Product Development Engineering, drawn to a field that allowed me to tap into my sensibility for design and my interest for a technical challenge. But with our world becoming increasingly digital, I soon started exploring the space between the physical and the digital, where experiences truly take shape, leading me to UX Design.

That curiosity has been the common thread through every step of my journey. I’ve worked in design agencies and within Fortune Global 500 companies, always seeking to understand problems from different angles. Along the way, I also kept one foot in academia, completing a Master’s in Research for Design and Innovation and a Postgraduate degree in Design Management, and later teaching as a university lecturer, as ways to deepen my thinking and connect theory with practice.

At some point, I realized that to make real change happen, I needed to step beyond the limits some partners placed on me because of my “designer” title. So, I temporarily dropped my designer label and moved into a Product organization as a Product Manager, not because I stopped believing in design, but because I wanted to demonstrate its strategic value from within. That experience allowed me to show by doing, influencing roadmaps, shaping early strategies, and eventually building and growing a design team that brought experience thinking back to the center of decision-making.

I’ve always thrived in complex environments and in early incubation and zero-to-one projects, where ambiguity is high and the path forward is unclear. That’s where strategy strongly needs creativity, and where (I think) the fun begins: connecting dots that don’t seem to belong together yet. In this context, I became fascinated with futures thinking, learning how to explore uncertainty not as something to avoid, but as a source of insight. Foresight became a critical piece of my method: a way to future-proof strategies and design with intention for what’s coming next.

Today, my work focuses on AI Experiences Incubation, leading a team at HP focused on defining what’s next by identifying emerging needs, defining long-term strategies, and shaping new experiences in the age of AI. My sweet spot lies in bridging foresight and strategy: shaping long-term visions into tangible actions that move organizations forward.

If I had to sum it up: I’m a strategic designer turned product thinker turned futurist. Someone who loves connecting perspectives, exploring complexity, and helping ideas evolve from what if to what’s next.