Hi, I'm Alex.

I lead design organizations in complex, multi-platform product environments where delivery pressure, organizational constraints, and cross-team dependencies are the norm.

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My role is to take accountability for how design operates at scale: how decisions are made, how teams are structured, and how work flows across Product and Engineering without friction or heroics.

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Design leadership principles

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Clarity before speed
Design cannot scale without clear ownership and decision rights. I prioritize defining who owns what, how decisions are made, and how design interfaces with Product and Engineering. This reduces escalation, rework, and dependency loops.

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Predictable delivery over heroic execution
In complex environments, reliability matters more than brilliance. I optimize for operating models that teams can trust under pressure (clear sequencing, realistic commitments, and explicit trade-offs) rather than last-minute effort.

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Design systems as organizational infrastructure
I treat design systems as governance tools, not component libraries. Their value comes from adoption, contribution rules, and alignment with delivery workflows across platforms, not from visual perfection.

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Stabilize before evolving
Transformation only works when teams can absorb change. I focus first on stabilizing what exists (processes, roles, delivery cadence) before improving or extending it. Sequencing matters more than vision statements.

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