ABOUT ME

״Digital transformation is not a technology problem.
It's a decision and design problem.״

My work in digital transformation started with a simple question:
why do well-funded, well-intentioned initiatives still fail?

Over time, I saw the same pattern repeat — technology was rarely the real problem.
The issue was decisions made without understanding people, processes, and real-world constraints.

My background

I’m a certified Digital Transformation Consultant and Scrum Master.

Before becoming independent, I worked as a UX Researcher at Google, where I learned how deeply user behaviour, context, and incentives shape adoption.

I now bring this human-centered perspective into regulated, science-driven environments — where usability, compliance, and trust must coexist.

What I do

My role is to help organisations slow down before they spend — so they can move faster, safer, and with more confidence later.

I work primarily with:

Mid-sized pharma & life sciences organisations
Teams operating in regulated, science-driven environments
Leadership teams planning or reassessing digital transformation initiatives
Organisations looking for clarity before committing to major technology investments

My services

״Digital transformation is not a technology problem. It's a decision and design problem.״​

About me

My background

What I do

״Digital transformation is not a technology problem.
It's a decision and design problem.״