I build the systems people and agents design within.
15 years in product design, 12 at one company, across product, system, and brand. Most of that went into a quietly hard problem: making ads worth the attention they ask for, with a lean, driven team. Leadership came early, yet I remain a very active IC, working in code where our products live.
What I do
Most of the work happens before the screen. The hard part is deciding what should exist, and what does not deserve to.
My strength is taking problems that are still undefined, strategically sensitive, or technically constrained, and turning them into products teams can actually build and scale. Thanks to extensive domain knowledge and a strong craft DNA, I join frontier squads, building when there is nothing. Learning from these experiences, I build systems for designers, now also PMs, FEs, and agents, to build upon.
View my resume for a detailed overview of my experience and impact.
The craft
The work that matters most now is not drawing screens. It is encoding judgment into systems.
When judgment lives in the system, good things get made without anyone standing over the work. People design with them, agents design within them.
From my first job in Paris, hand-coding interfaces in the early days of Bootstrap, to now, when design increasingly lives in code, I have always shaped products in their natural environment: the codebase. Building shared systems, prototyping interactions too complex for Figma, closing the gap between intent and implementation. AI agents turned it into something bigger: a design system built for an agent to use (@buzzvil/design-library), the interaction recipes and composer that sit on top, and a first ad campaign assembled by an agent and shipped to a live advertiser.
Discernment
Deciding what deserves to exist, before anything is drawn or built.
Systems for agents
Design infrastructure that people and AI agents compose within, without losing the plot.
In the codebase
Shaping products where they actually live, not in a mockup of them.
Experience snapshot
15 years of shaping products, building teams, and the systems that hold them together.
Every stage feeds the next: define what should exist, systematize how it gets built, scale the people and platforms that carry it. For the full story, see my experience timeline.
Product Designer & Design Leader
Buzzvil · Seoul · 2014–Present
- • Helped shape and initiate the company's defining pivots (consumer to B2B SDK, then Offerwall), back when the right move was not yet obvious
- • Shaped the first version of nearly every major product and monetization model
- • Built a small, high-retention design team that ships through PRs
- • Now building the agent-consumable design infrastructure the team and our AI agents compose within
UX Design Lead
CMS Group · Paris · 2011–2014
- • Led UX for enterprise and SaaS products
- • Co-published research on co-design validation methods
- • Built an education SaaS bridging design intent and production code
How I work
Tight discovery loops, clear intent, and execution that doesn't depend on me.
Discovery is where I spend the effort: understanding the constraint, the tradeoff, the intent. Delivery is what that effort buys: fast, clean, and without rework.
Deliberate thinking, fast execution
Investing heavily upfront to clarify constraints, tradeoffs, and intent, so execution moves quickly without rework.
Systems over screens
Interaction models, primitives, and patterns that hold together across teams and iterations.
Product ownership mindset
Designing with unit economics, engineering cost, and long-term maintainability in mind.
Building teams that don't need me
Small teams designed to operate without constant oversight. Removing ambiguity early and becoming unnecessary over time.
Beyond the role
Sustainable pace, continuous learning, and systems thinking beyond work.
I value sustainable performance and depth over constant acceleration.
Outside of work, I'm a parent of two and spend my time learning how complex systems behave, from interaction design to human psychology. I wrote about that balance: Life in Sprint Mode.
Selected writing
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