I came to product design through typography — art school, letterforms, brand systems — and left it when I realized a manual on a shelf doesn't respond to anyone.

What followed was four years inside Salesforce CRM ecosystems for telco, insurance and media clients across four countries, and four more building the design function at Cactus, a multi-vertical POS platform where 150 merchants and 46,000 people get through a shift.

Different verticals, same job: learn how the money moves and where the operation breaks, then design the model underneath instead of repainting the surface. I work best with a developer telling me what something costs and another designer arguing about whether it's right.