Product Designer
working at HubSpot
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What’s your superpower? During a design-thinking workshop we were all asked to draw our superpower. I drew bubbles. Luckily I didn’t have much time to overanalyse so that was my honest answer. Bubbles was my way to represent the effervescence, enthusiasm and energy which is my superpower. I believe we all have unique skills that deserve to be nurtured, and I love using my superpower to bring people together and lead them to be the best that they can be.
In 14+ years as a designer I’ve taken products from brief to delivery for HubSpot, Viasat, Google, Dell and AXA, among others.
I work where design meets business strategy: asking whether we’re building the right thing, framing ambiguous problems into clear strategy, and turning complex systems into concrete vision prototypes that leaders can align around. Recently that meant leading design and strategic direction for HubSpot's Data Hub vision.
My range across strategy, research, interaction design and business analysis lets me connect specialist skills, build empathy across the team, and turn ambiguous ideas into concrete customer journeys.
I’m drawn to design theory and cognitive psychology, and to the role designers play as choice architects who shape people’s decisions. That lens guides how I design AI experiences people can understand and trust. I use storytelling and illustration to turn abstract concepts into concrete ideas that people can align around.
I look for teams that explore ideas that improve people’s lives, alongside people who share that excitement.
Design with and for AI
I embrace AI in two ways
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In my process. I use it to reach more meaningful outcomes, not just faster output: grounding ideas in realistic use cases and prototyping with real model behavior, so leaders and customers can react to something real much earlier.
In the product. I design for AI-native experiences. I’ve identified and advocated for UX to shape AI behavior and the future of agentic experiences, partnering with UX leadership and engineering to influence how agents behave, from a robust system prompt to an evaluation framework that sets the rules agents should live by. I deepened this through the AI Model Design Workshop with Kyle Alexander.
Design leadership
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I lead by creating structure and delegating meaningful work, so designers grow their skills and own real outcomes while the team moves toward a shared direction.
Navigating ambiguity. I define the problem, priorities and tradeoffs across multiple stakeholders and overlapping work streams, and turn broad ambition into an actionable point of view.
Systems thinking. I design the end-to-end system behind individual features, so the experience works as one coherent whole.
Strategic impact. I align Product, Engineering, research and leadership by articulating and prototyping a north star vision. That vision has shaped how teams framed the opportunity, narrowed focus to key proof points, and connected near-term work to long-term direction.
During my time at Viasat, I had the opportunity to collaborate with Michael Meyer of UC San Diego’s Rady School of Management, to create the company’s Design Thinking Guide, helping shift its creative culture from purely hardware toward software product development.
I’ve since taken that approach into my work at HubSpot: facilitating vision workshops with the heads of sales, product, design, support, engineering and training, to shape the vision for existing and new HubSpot product lines as they evolve with AI.
Early draft of Viasat's Design Thinking Guide
Dublin UX event - Travel edition - 2019
Education
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MSc Creative Digital Media (2011-2013)
Dublin Institute of Technology (Ireland)
1st Class Honours
1st Class Honours
MA Multimedia Communication (2003-2004)
Complutense University, Madrid (Spain)
1st Class Honours
1st Class Honours
BA Visual Communication (1999-2003)
Complutense University, Madrid (Spain)
Academic Excellence Award
Academic Excellence Award
Contact
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