I didn’t take a straight path into design or development — I arrived by following my curiosity and desire to understand human experience. Early in my career, I was drawn to the junction where people, systems, and creativity collide. Support roles turned into training, which turned into shaping products, which eventually led me deeper into UX, interaction, and the behaviours of digital systems. I learned by doing, observing, and rebuilding things until they made sense.

I moved from support to training to managing platform — guiding feature development, working with engineers, testing, debugging, and helping clients understand complex application and tooling. It was my first real glimpse into how software behaves from the inside out: the messy bits, the constraints, the ingenuity required to get products into the world.

From there I moved into agency life, managing campaign and technical projects for large tech and finance. I led producers, worked across designers and developers, implemented process change, and built delivery systems that helped teams move faster and with clarity. It was high volume and high expectation — the kind of environment where you learn how to translate ideas, protect quality, and keep the ship steady.

This is where I came to understand that good design, development, and management aren’t separate — they feed and influence each other.


In 2015, I co-founded what eventually became Spruce — a space where I could work end-to-end across strategy, design, and development. At first, I handled production, leading projects, scoping, and delivery. Over time I shifted into a multidisciplinary role that let me explore everything from UX and UI design to Webflow development, React prototypes, AWS micro-services, multimedia installations, and creative R&D.


Spruce became the training ground where my hybrid practice really took shape — a place where I could move fluidly between workshops, wireframes, code, animation, system diagrams, and client leadership.

What keeps me in this field is the same impulse that got me started: the moment when something abstract becomes real. I love the crossover point — where a sketch becomes an interface, where a prototype gains behaviour, where a system starts responding, where an installation finally lights up. That transformation still feels a little magical.