I do not collect tools, I collect ways of understanding the customer

Where I have been

Every stage taught me one piece of the journey

1. 2009 · Advertising

   Creative work in an era with no algorithm to rescue a weak idea. The message had to stand on its own. We made magazine covers and pasted posters on the street.

2. Ecommerce

   Two stores built from scratch: identity, logistics, right down to the packaging the customer opens at home. That is where you see the experience does not end at checkout.

3. Retail · Operations

   An entire mobile phone store: orders, stock, catalogue and after-sales. The customer who comes back the next day with the same problem teaches you more about after-sales than any report.

4. Retail · Sales and loyalty

   Personal selling, advice and upselling on the shop floor. Over 150 returning customers and more than €100,000 in sales. Loyalty is not a points scheme, it is remembering what that customer needed last time.

5. Community

   A gaming startup with a live community across five channels and two languages, in real time. That is where you learn that answering late is not answering.

6. Non-profit

   Building and running websites for foundations and charity shops. When the budget is zero and every donation counts, friction hurts twice as much.

7. Professional services

   Websites for communication agencies, psychologists and educational psychologists. Here the site does not sell a product, it supports a hard decision: the visitor has to feel they can trust you before writing.

8. Today · Real estate

   Web design, social communication, events, branding and ads for the property sector. The whole journey: from seeing the website to buying, moving into the new home and calling because something is not working. That last stretch is the one almost nobody designs.