The newest first: AI-assisted products, automation and internal tools I direct at Digital Streetz, then eight years leading design at 32Red and Kindred. What was asked, what I decided, and what changed.
The internal tool the musica.com.pt newsroom runs on: one shared queue for every press release, AI that structures but never writes, and SEO analysis with NLP. Articles now take under an hour instead of several.
An insurance broker that wanted to speak plainly. Working with its founders, CEO and CFO, we replaced the product menu with one question, what is your risk level?, and built AI that answers from the broker's own documents.
Leading brand and product at a studio of 30 people: four practices sold as one team, an AI practice built on self-hosted models and RAG, and a website in four languages.
An independent music newspaper taken from launch to 55k+ monthly visitors in under a year, and Redação, its back office, where AI structures every press release but never writes the article.
From Head of UX at 32Red to an autonomous team of seven inside Kindred Group: eleven hires, all promoted to mid or senior, and the products behind +35% mobile registrations and −59% time to market.
Ageing back-office tools were blocking the front-end. Unifying them into Winston, one role-based CMS, cut time to market by 59%, with 40% faster page loads.
New regulation meant more identity checks. We put them where they protect players and kept everything else light: +27% desktop and +35% mobile registrations.
Replacing a casino front-end that still worked: a new visual language, design system and multi-market framework, released progressively across markets.
Five years owning a young lighting brand, from print and web to the Anova launch and Magic Eye, the WiFi control app behind awards at Cinec, BKSTS and Cinegear.
Three non-responsive golf booking sites under three brands, unified into one brand and one multi-language platform with live tee times across Portugal and Spain.