About
Designer first, technologist always.
Fifteen years designing digital products for telecoms operators across forty-plus markets — all through Celfocus, where I've grown from frontend developer to Journey Strategist and Team Leader. My clients have included Vodafone across Europe, Ooredoo in Qatar, STC and Jawwy in Saudi Arabia, Safaricom in Kenya, du in Dubai, and Sky in Germany.
The work spans the full design spectrum: user research, stakeholder workshops, UX strategy, design systems, interactive prototypes, and the frontend code that makes it all real. More recently I've been integrating AI-native workflows — Claude Code, Figma MCP, design-to-code pipelines — to move faster without giving up craft or product thinking.
I hold a Design Degree from IADE Creative University in Lisbon, a UX Management Specialty from the Nielsen Norman Group, and I'm currently completing the PowerMBA. Off the clock: father to two daughters, owner of Kira and Vito, runner, amateur photographer with a Sony A7III, and a quietly devoted Sporting CP supporter.
Professional experience
Freelance Writer
PlayHype
Associate Specialist
Celfocus · Safaricom Kenya, Vodafone Ireland / Portugal / Germany, du Dubai
Web Designer and Developer
GCI · Mitsubishi, Oliveira da Serra, Maybelline and more
Backoffice Assistant
Vodafone · Vodafone Portugal
Education
The PowerMBA
Power MBA
UX Management Specialty
Nielsen Norman Group
Design Degree
IADE – Creative University, Lisbon
UX/UI Design & Development
EDIT - Disruptive Digital Education
Level IV, Specialization Course in Multimedia Product Development
IADE – Creative University, Lisbon
Advanced Course in Digital Design
LX School
Discover
Understand before you draw.
Research, interviews, workshops — closing the gap between assumptions and reality before a single frame is drawn.
Methods & techniques
- Design Thinking
- Benchmark
- Business deep dives
- Shadowing
- Stakeholder interviews
- KPI analysis
Define
Systems thinking, always.
Ideate, prototype, test. Every screen is part of something bigger — I design for the whole, not the moment.
Methods & techniques
- Design Sprint
- Card sorting
- Information architecture
- Prototyping
- Usability testing
- Feasibility evaluation
Develop
Ship it. Learn. Iterate.
Comfort with code means I bridge design and engineering — reducing handoff friction and keeping quality high through delivery.
Methods & techniques
- UI validation
- Accessibility testing
- Usability testing
- Design system delivery
- Front-end support
AI in the loop, craft in the output.
Claude Code, Figma MCP, design-to-code pipelines. Moving faster without thinking less.
Design is a team sport.
The best outcomes come from collaborative teams. I facilitate, align, and advocate — not just deliver files.
Business goals + user needs = sustainable.
Great design serves people and businesses simultaneously. That tension is the job, not a compromise.
Design
- Design Systems
- Motion Design
- Prototyping
- UI Design
- UX Design
- User Research
Development
- CSS / Tailwind
- Figma
- React / Next.js
- TypeScript
AI & Tooling
- AI Design Workflows
- Generative UI
- LLM Integration
- Prompt Engineering
Leadership
- Product Strategy
- Stakeholder Management
- Team Mentoring
- Workshop Facilitation
- 01Running early mornings through the hills of Lisbon
- 02Hunting PlayStation platinums — Kojima always first
- 03Capturing whatever catches my eye — phone, camera, the eye
- 04Watching Sporting CP win in the most dramatic way possible
Languages
ALDI Süd
Directivo Ultras XXI
Jawwy
Línia Pilates
Ooredoo
República da Música
STC
Saal Fernandes Barbershop
Safaricom
Sky Germany
Vodafone Germany- Vodafone Group
- Vodafone Ireland
- Vodafone Portugal
- Vodafone Spain
- Vodafone UK
du