Building products
with the customer
at the centre

About Me

I came to product the long way around. I studied political science because I was interested in how systems shape decisions, and I went into corporate communications because I wanted to learn how large organisations actually move. The closer I got to the work, the more I noticed that the most interesting problems sat one layer down: in the workflows, the data, and the people doing the day-to-day. That is the layer product operates on, and it is where I have been quietly drawn for years.

Outside of full-time work, I have always built. I co-founded a small web design studio that grew on word of mouth alone, mentor Somali post-secondary students through Say Soomali, and spend most weekends running long, reading, or shipping side projects with whatever AI tool is currently interesting. I am training for my fourth marathon, which has taught me more about pacing and patience than any framework has.

I value clarity over polish, conviction over consensus, and shipping over theorising. I am most useful in rooms where the problem is ambiguous, the user is real, and the team is honest about what it does not yet know.