Innovation by Design
A Journey in Creative Evolution
My design journey has been driven by curiosity, exploring how creativity and technology can amplify human potential. What began in 2019 with experimentation in augmented reality has since evolved into shaping intelligent systems that transform how we work, learn and connect.
As a Designer, I have led multidisciplinary teams that embrace innovation with purpose. I believe in combining imagination with strategy, ensuring that every idea, whether inspired by art, data, or emerging technologies, translates into meaningful human impact.
Over the past few years, I have explored how Augmented Reality, Generative AI and Human-Centred Design can merge into a unified creative ecosystem. This page shares that journey, from my early explorations in AR to the transformative power of AI and how both continue to redefine the future of design.
AR & VR EXPERIENCES
Immersive Design
See my VR and AR filters driving virtual try-ons, glasses and cosmetic effects that elevate user experiences.
THE AR ERA, EXPLORING NEW DIMENSIONS
Creativity That Connects
In 2019, I began experimenting with Meta Spark Studio to explore new ways of creating immersive and emotional brand experiences. My curiosity led to the development of AR effects that reached over 278,000 opens, 447,000 impressions, and 32,000 captures on Instagram. These results were exciting, but the true value lay in how people engaged with them. Each filter became a story, a moment of connection, and a way to make technology feel personal.
Working with AR taught me that innovation is not just about technology. It is about empathy, playfulness and understanding how people want to express themselves. These lessons became the foundation of how I lead design teams today, encouraging exploration, iteration and the courage to test new creative boundaries.
You can read more about this part of my journey in my article Farewell to Meta Spark Studio, which explores how experimentation with AR shaped my perspective on design leadership and collaboration.
THE RISE OF GEN AI
Designing at Lightspeed
In 2023, I began exploring how Generative AI could revolutionise design workflows. The transition from AR to AI wasn’t just about new tools, it was about rethinking creativity itself.
With tools like Figma AI, Midjourney, Gemini and Firefly, I began accelerating design from concept to prototype in hours, freeing teams to focus on strategy and storytelling rather than repetition.
In my article Design at Lightspeed, I share how this shift helps designers:
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Explore multiple creative directions rapidly.
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Validate and visualise concepts with clarity.
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Keep the human story at the heart of every interface.
Exploring new worlds, a journey in storytelling powered by AI.
AI IN FLOWS & WIREFRAMES
In Figma, I use AI to turn concepts into branded experiences at speed. It streamlines iteration, sharpens strategy and keeps creativity at the heart of every design.
AI FROM TEXT TO IMAGE & VIDEO
I use Gemini, Midjourney and Firefly to explore how AI accelerates creativity, helping teams visualise ideas faster and push storytelling further.
FRAMEWORK FOR INNOVATION
THE DOUBLE DIAMOND
The Double Diamond is more than a framework, it’s a blueprint for purposeful innovation. This human-centred approach helps teams navigate complexity with clarity, speed and confidence.
True impact comes from people, not process. I’ve had the privilege of working with teams that challenge assumptions, embrace curiosity and turn insights into measurable results through collaboration and discovery.
The Discovery model focuses effort where it matters most, framing problems, defining user need and translating insight into design-led solutions. See it in action.
WHY MENTORSHIP
Empowering designers to grow confidently
Mentorship is a big part of how I give back to the design community. I’ve supported designers worldwide in shaping their craft, building strategic thinking and developing leadership skills to thrive in fast-paced environments.
Each session is a space for open dialogue, honest feedback and professional growth.
SUCCESS STORIES
I’m proud to have mentored designers around the world, across different stages of their careers, helping them refine their craft, build confidence and take the next step in their journey.
READY TO CONNECT
Let’s shape the next chapter of design together
I’m always open to new collaborations, conversations and opportunities that drive design forward. Whether you’re in London or abroad, let’s connect, over coffee or virtually and explore how we can make an impact together.