We don't start with technology. We start with people.

I’m a digital practitioner, but my “bread and butter” is product/project/delivery management. No matter the title, my role is essentially the same; to help organisations turn ambitious ideas into clear and meaningful digital products that solve the problem, and that people actually want to use.

I was born and raised in London, UK. I began learning to code in 2015 but was always more interested in all aspects of digital projects; the research, discovery, design, prototyping, and build. I quickly transitioned into working closely with stakeholders and multi-disciplinary teams to take a project from inception to completion.

Over the last decade I’ve led projects for organisations including Greenpeace, the British Council, Labour, and global NGOs tackling complex social and environmental challenges.

My background spans everything from rapid campaign delivery and service design, to data platforms, digital transformation, and AI-led innovation.

I’m a product designer focused on creating digital experiences that feel considered, while addressing accessibility and inclusivity.

Growing up in Ethiopia shaped the way I think about design and who it’s often built for. Since then, I’ve spent my career designing products and platforms, that challenge the “one-size-fits-all” thinking, and better reflects the people using them.

In 2017, I founded FricanDuo to champion African design and support emerging creatives across the continent, helping secure over £200k in funding across the continent.

Over the past decade I’ve worked with organisations such as the Raspberry Pi Foundation and Vouchsafe, designing experiences spanning global coding education, accessibility, and identity verification.

My work sits across product design, UX, UI, branding, and creative direction, with a strong focus on usability and visual craft. I’m also an ADP List mentor, supporting and encouraging the next generation of designers.