Designing progress, and enabling confident decisions.

How I empower

Clear direction, evidence and coaching. My goal is a team that makes good decisions and understands how to communicate them.

1. Set direction

   I turn a vague business goal into something a team can build against: a clear order of what matters to customers, a few principles, and an honest answer to “how will we know if this worked.”

   A task hierarchy that places every new PDP feature at Douglas

2. Raise the bar

   I let evidence settle questions, not opinions. Research and user tests sharpen an idea before it reaches an A/B test, and big concepts are cut into MVP slices that development can start on straight away.

   70+ A/B tests on the Douglas PDP since 2024

3. Grow people

   I give designers feedback and share what I know on live projects, not hypotheticals. Seeing someone’s work get stronger is one of the best parts of the job.

   Feedback for designers at Douglas · Tutor at FH Aachen

4. Align stakeholders

   I make concepts easy to follow for everyone with a stake in them, so product managers, business experts and legal can shape a decision with me instead of only signing it off.

   Concept presentations for PMs across Europe · Price display carried through legal review as interim