My approach · process & principles
A systematic approach to product design.
Sixteen years of building, leading, and shipping products — distilled into a process that helps teams move faster, smarter, and more confidently.
A process forged across SaaS, B2B, and industrial UX
A builder-designer turned entrepreneur.
Sixteen years and four phases — each one shaping how I lead design today.
Front-end & UX execution
Started building products at a technical level — learning how design decisions translate into real interfaces.
Design leadership
Moved into leading discovery, building design systems, and mentoring product designers.
Product-minded founder
Repeatedly starting, scaling, and guiding SaaS and automation-focused ventures.
Strategic partner
Now in fractional and consulting roles — helping companies launch, grow, or reinvent products.
How I help teams move faster, smarter, more confidently.
Adaptable across stages
I've built my career around adaptability — shaping design in startups, scale-ups, and everything in between.
Native to fast SaaS
I understand the challenges of scaling design in fast-moving SaaS environments — without losing craft along the way.
Case in point · King
Redesigning a tool to unlock AI workflows and boost creative output.
The Why → How → What loop in a real engagement: leading the redesign of an internal tool used by Level Designers across Candy Crush and Farm Heroes.
01 — Why
Realigning around purpose
The tool was a bottleneck — clunky, hard to scale, slowing creativity. Starting with why shifted the team from "what do we build?" to "how do we make designers more effective?"
02 — How
Strategic deep-dive + roadmap
Mapped what was slowing the team down and where AI could unlock creative potential. Built a value-based roadmap with measurable OKRs tied to speed, output quality, and user satisfaction.
03 — What
A smarter, scalable toolset
Complete UX overhaul, AI-driven features for level creation, and collaboration improvements behind the scenes. The biggest win: designers became co-creators of the tool.
gross bookings up across titles like Candy Crush and Farm Heroes after the redesign shipped.
from strategy to delivery — Why, How, What — applied the same way across every engagement.
Years after we worked together, I still go to Jorge for sparring — on work, on decisions, on things outside the original scope. That kind of trust doesn't happen by accident.Niels Prip · VP HR & Business Development, Actimo
Six principles, one process.
Every engagement runs on the same six principles — each one paired with a project where it earned its place.
01
User Centric
No users, no money.
- Drives product–market fit
- Increases customer retention and loyalty
- Reduces waste on the wrong bets
Otters · AI-powered partnerships tool
Crafting partnership proposals took 4+ hours each, with inconsistent quality. We built an AI-powered tool that generates high-quality proposals from company data — turning a half-day task into minutes.
02
Systemic
The system is the product.
- Reduces friction between teams and projects
- Increases adoption and consistency across products
- Compounds value with every component built
- Scales to every new product without starting over
King · Building a design system on the go
King had three competing design systems — which meant they had none. As we redesigned views, we built new components from existing ones. The parallel process produced a real, adopted design system along the way.
03
Flexible
Adapt or die.
- Adjusts to user and business needs
- Pivots quickly when the data demands it
- Embraces feedback over ego
- Iterates fast and often
SecantX · Pivoting the product
Hired to build a plugin users would activate in other apps. Research revealed an open API plus a mobile app would serve unbanked users in Africa far better. We pivoted — and shipped what the users actually needed.
04
Lean
Maximum value, minimum waste.
- Measure, learn, iterate
- Cuts features that don't earn their keep
- Optimizes the workflow before adding to it
Pleexy · Activation focus
Hired to redesign the whole app. Instead, we focused on one metric: activation. Data showed 85% of users created accounts but never set up an integration. Onboarding conversion jumped from 15% to 80% in three months.
05
Teamwork
Aligned teams ship better products.
- Surfaces better ideas across disciplines
- Cuts duplicated work and contradictory output
- Speeds up execution through shared ownership
Schneider Electric · Aligning product teams
Teams were working in silos — duplicated work, misaligned priorities, fragmented customer experience. We built shared rituals and a user-centered design culture across teams, then consolidated the buying journey into a single product.
06
Simple
Clear beats clever.
- Reduces the effort to get things done
- Minimizes frustration at every step
- Makes the obvious thing the easy thing
CABB · Industrial control dashboard
The control system for a water plant was overloaded with conflicting information — confusing and unsafe for operators. We removed unnecessary data, simplified the navigation, and built a clearer interface now running reliably for over a million residents.
His ability to distil complex product ideas into their essential components was invaluable. He helped us identify what truly mattered.Josiah Odosu · Co-founder, SecantX