Open to Design Lead and Head of Design roles
I help teams find the real problem behind the brief, agree on where they’re going, and carry that idea all the way to production.
Chapter zero · where it started
Engineer, mechanic, car salesman, then designer and leader. It taught me one thing above all: without business, there is no product.
Read my storyEngineer
How things actually work. Feasibility and cost from day one.
Salesman
Why people buy. Identity, trust and feeling, not spec sheets.
Designer & leader
Why it’s worth making, and how to keep that idea alive to production.
Featured case study · Strategy
“Why do you want to make this scooter?”
The brief asked for a fresh, sporty scooter. The real problem was stalled market share, so we designed for riders nobody was designing for.
Case study 02 · Psychology
“How do you design for people who operate at their highest level?”
A luxury yacht shaped by one behavioural insight: for high performers, real luxury is time, health and a clear mind.
Case study 03 · Empathy
“Why is future mobility only imagined for people in megacities?”
One vehicle that works as a farm tool, a taxi, an ambulance and a market stall. First Indian team to win the Michelin Challenge Design.
Case study 04 · Vision
“If humans travel to Mars, what would a luxury mobility experience look like?”
A Martian Experience Vehicle: a calm, Scandinavian luxury pod for the first tourists on Mars.
Case study 05 · Systems thinking
“What if we designed the system first, and the vehicles second?”
A near-future delivery ecosystem for the city: three connected layers, each with vehicles built for one job.
How every story starts
“Design a fresh, sporty, tech-forward scooter for a young generation.”
Styling words. A solution someone had already imagined.
“Market share had stalled. How do we grow without fighting the market leader?”
A business problem. It changed who we designed for, and everything after.
In production
12 programmes designed, engineered and launched, from scooters and SUVs to RVs, buses and a luxury yacht.
Ninebot Dz
Victoria Scrambler
Dongfeng Honda M-NV
Ninebot Q30
Sarco Yacht
Ninebot V30
Maxus RV 90
Maxus G20
Autonomous Delivery
TailG A110
AMS EV Bus
NinetyGoHow I lead
Direction
Find the real problem. Agree one North Star.
Decisions
Judge the right thing at the right time, against criteria, not taste.
Team
Many voices early, a small expert team late.
