AI PRODUCT DESIGN ADVISOR
AI can build almost anything.
The harder part is making sure it's still what people need.
The harder part is making sure it's still what people need.
15 years
Designing digital products since 2010
10 years
Leading AI-native designs since 2016
PhD
Human-centered AI by University of Porto
WHAT I OFFER
Three ways to work together.
Research-grounded judgment, strategic leadership, and hands-on execution — a combination that bridges how AI gets built and how people actually use it. The advisory roster stays small, so the work stays deep.
ADVISORY
Strategy for AI products
Advisory and embedded design for teams shipping AI — across fintech, retail, education, accounting, and manufacturing.
SPEAKING
Keynotes & workshops
Talks and hands-on sessions on anticipatory design, human-centred AI, and responsible intelligent systems.
TEACHING
Teaching & 1:1 mentoring
Guiding designers and teams toward responsible, high-impact AI. Teaching since 2013.
From data-first to intent-first AI.
A field guide for product and design teams working with AI as a material, not a trend. Eleven frameworks, ten years of practice and research, and the conceptual spine I argue everywhere — that intent sits at the centre of any AI system that holds up.
- A three-phase process: Anticipate, Imagine, Shape
- Bridges design, behavioral science, and machine learning
- Foundational AI concepts through ethical design and foresight methods
ABOUT
Practitioner first. Author
second. Advisor third.
Practitioner first. Author
second. Advisor third.
I work with product and design teams shipping AI — as an advisor, sometimes leading an in-house seminar, often through the writing and the book. The thread is the same across all of it: AI products that hold up don’t get there by accident. They get there by being designed for intent, not optimised toward data.
The bridge between AI engineering reality and human-centred design is held best by people who have done both. I spend my time building it, on both sides — in the work, in the book, and with the teams who reach out.
When AI Gets It Wrong: Designing for Intent, Not Just Data
Why Personas Fail AI
(And What Works)
(And What Works)
The future of UX: design that knows you better than you know yourself
UXPA 25 - The Unfulfilled Promise of Anticipatory Design
