I work in systems before I work in screens.

I don't believe in design "best practices" as a category. Every product has a specific user at a specific lifecycle stage facing a specific decision. The work is figuring out what that is — and then designing for it precisely.

I'm a Principal Product Designer with 14 years of experience, the last four building behavioral systems for real money gaming products. My work sits at the intersection of structural systems thinking, lifecycle psychology, and decision clarity.

At MPL, I've designed across the full retention lifecycle: onboarding flows, game loops, tournament mechanics, push and in-app messaging strategy, and monetisation surfaces.

Before MPL, I was at MoEngage rebuilding the core platform IA for 2,000+ enterprise customers. That work taught me how to design for expert users who hate bad information architecture more than they hate ugly UIs.