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Designer, product professional, amateur runner and budding sneakerhead. I get joy out of solving problems that help humans create positive habits and reach their life goals. I also make a mean Tonkotsu.

Initially starting out as a graphic designer some twenty years ago, my love for tech and social sciences meant I quickly drifted towards UX and product design.


I spend my time leading design and product teams, gleefully balancing company objectives, product vision, and ensuring the development and growth of my colleagues.

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by Susan Cain


Cautionary Tales

A podcast on learning from our errors



Because I'm training for a half-marathon

Current activities

I realised design was a possible career by around age 15 after a summer spent messing about on Photoshop and Freehand. I was attracted to both design and social sciences and decided to read for a Degree in Communications at the University of Malta (focusing on visual communications) with Psychology as my secondary area.


First, I was a graphic designer

On Graduating in 2006, I quickly landed at TBWA\ANG, one of Malta's leading agencies with clients on the island and beyond. I worked on advertising campaigns for McDonald's and GO (Malta’s leading communications services company) as well as Air Malta's inflight magazine Il-Bizilla.

Then I did something silly

By 2009 I was eager for a new adventure and, in the midst of a global recession, I moved to Edinburgh, Scotland. With full-time posts hard to come by, I became self-employed and evolved into a dependable and in-demand freelancer. I also started to switch my focus increasingly towards digital design.

Then I did something smart

I got a masters from the Edinburgh College of Art - University of Edinburgh. I had become increasingly passionate about human-centred design and intrigued by user research methodologies, I combined that with my desire to get a post-grad degree, resulting in an MA in Design focusing on UX, graduating in 2012.

Then London called

Still feeling attracted to agency life, I joined Whippet as their go-to-guy for anything digital whilst also working on advertising campaigns and service design. I collaborated directly with clients such as Tesco, Cadbury's, Coles in Australia and Target in the USA.


It was at around this time I created a Tube Map of Malta, which made some waves for a bit.

Then I joined a startup

In 2014, right after putting down a deposit on a flat and a few months away from getting married, I joined Lingvist as their first in-house designer. Still a small-start-up at the time, Lingvist quickly grew and I with it. By the time I left six years later, I was head of product and design and a member of the executive team.

Then I joined a global leader

It became apparent that, in order to grow, I needed to test out my abilities on a larger scale. So, in the midst of the Corona pandemic, I joined HelloFresh. I am currently the strategic product design lead for the global consumer tribe taking care of activation, engagement and habit-building. Managing a team dedicated to enabling customer success.


March 2020

Conquering problems through design thinking 

Ajujaht events, Tallinn

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