I'm a UX Designer and Researcher with a diverse skillset developed across many areas thus far in my career — including Sales, Marketing, Law, Entrepreneurship & User Experience, to name a few. But why did I settle on UX in the end after experiencing so many different things?

I believe that UX is the key differentiator that seperates good businesses from great ones. It's what Steve Jobs specialised in to make Apple what it is today, before UX was even really a distinct field. It's where Vine failed but TikTok thrived. Where Bebo bombed but Facebook dominated. Where Tinder transformed the online dating scene from taboo to mainstream with a simple swipe.

Its the glue that sits at the intersection of all business functions, where customers are ultimately won or lost. And I believe that an understanding of many these functions and more from my diversity of experiences gives me the ability to look at problems holistically while creating unifying solutions that will shape great future businesses.