I’m a seasoned professional with over 15+ years of experience in UX, E-Commerce and Digital Marketing. Over the years, I've successfully led end-to-end design and user research projects for startups, scale-ups and small businesses across various industries (B2B & B2C). I thrive when collaborating with data-informed, cross-functional teams to take products from ideation to delivery, and aligning user needs with key business objectives.

At my core, I’ve always been curious about people’s stories, motivations, and behaviors. My specialty: dedication to the craft, attention to detail, and my creative problem-solving skills.

Beyond work, I'm a mom of two boys, yoga lover, and travel enthusiast - always dreaming about my next trip to Bondi Beach.

More fun facts about me:

• Originally from Vienna (Austria), I made a life-changing move to Hong Kong in 2006

• I faced my fear of public speaking when I was invited to Shopify’s Meetup Hong Kong, talking about UX for conversion optimization

• As a design and research tutor on ADPList I enjoy sharing my knowledge while at the same time learning the importance of continuous (and often agonizing) self-reflection