Design is a decision discipline.
Every project on this site started the same way: a problem that wasn't a design problem yet. Waste reports arriving over WhatsApp. Yoga sessions abandoned at the planning step. A marketplace that needed 2 sides to trust each other. My first job is framing, deciding what the product must do before deciding how it looks.
I hold user needs and business goals in the same hand. On Surf I own the roadmap, so every screen has to earn its build cost. On Nadif, the "user" was 5 different audiences with 3 languages, the system had to work for the least-served one. Balance isn't compromise; it's sequencing.
And I think in systems, not screens. Flows, states, components, naming, the parts that survive contact with engineering. 2 design systems and 184 screens taught me that consistency is a feature users feel even when they can't name it.
AI doesn't replace the judgment. It removes the distance between judgment and shipping.
Faster synthesis
Interview notes, policy documents, competitor teardowns, clustered and interrogated in hours, not weeks. On Nadif this turned Malta's waste rules into 5 audience segments I could design against.
Working, not clickable
I prototype in real code. React Native on a live backend for Sahaja, including a MediaPipe posture-guidance spike. Real data kills bad ideas faster than any mockup.
Cheaper second drafts
When a variant costs minutes instead of days, you explore honestly. Flows get rebuilt, not patched, and the version that ships is the third idea, not the first one polished.
Design that survives handoff
I take my own designs into working front-end code, write the PRDs, and make backlog calls, so what ships is what was intended, not a translation of it.
5 years across different product environments.
Regulated commerce, marketplaces, internal tools and consumer products—each context strengthened a different part of how I research, design and ship.
Regulated e-commerce, Rome
Designed compliant e-commerce journeys at 420 Group, building my foundation across user research, UI/UX, usability testing and release QA.
Independent product design
Worked with early-stage ventures and SMEs across different products, owning research, user flows, prototypes and delivery from end to end.
MMY Malta, product designer
Joined a newly established Malta venture and designed its web, mobile and internal product experiences while building the design system from the ground up.
Surf Marketplace, part-time product owner
Owned the product vision and UX for a bootstrapped two-sided marketplace, designing 184 screens and 63 flows while directing a three-person development team through launch.
Product strategy, internal tools and AI workflows
Lead product and design work at Sheltons across digital experiences, internal tooling, automation and AI-enabled delivery.
Independent product builds
Designed and built products across iGaming, civic technology and wellness—including VantageBet, Nadif Malta and Sahaja—outside my full-time working hours.
4 rules I don't break.
Complexity is a design failure, not a user failure.
If a resident needs a manual to report a dumped mattress, the product is wrong, not the resident.
Shipped is the only done.
A beautiful file that never reached users is a sketch. I measure my work by what's live.
Honest evidence over polished claims.
Real numbers where I have them, "confidential" where I can't share, and no invented metrics anywhere.
The system outlives the screen.
Name things well, define states, build components, so the tenth screen is faster and better than the first.