From 0-to-1 startup builds to designing at scale for millions of travellers

From 0-to-1 startup builds to designing at scale for millions of travellers

Cross-disciplinary

0→1 startups

Designing at scale

Architecture + AI

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FUN FACT
In architecture school, we had to build a timber windmill. Mid-build, a jigsaw cutter caught my foot and I ended up with five stitches at the hospital. The lab kept my bloody shoe to teach younger students the importance of proper safety gear in the lab.
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FUN FACT
At the startup, I once designed a whole pitch deck overnight. The founder presented it the next morning and got the funding. To this day, he thinks it took me a week.
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FUN FACT
I only enrolled in AI ethics because it fit my timetable. It ended up changing my entire degree.
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My path, island by island
Seven places, joined by bridges, from Singapore to now. Zoom in anywhere, or take the tour.

Where I’ve worked

I began at a startup in Sydney, working with founders to turn early ideas into products they could take to investors. There was rarely a clear brief, so I learned to make decisions with limited information and adjust as we learned more.

Since 2025, I’ve been at Webjet, designing for millions of travellers. The constraints there are different: legacy systems, technical limits, and teams with competing priorities.

In both places, the question I keep coming back to is whether we’re solving the right problem. Getting that right usually matters more than anything that comes after it.

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How I use AI

How I use AI

How I use AI

I specialised in AI at the University of Melbourne before moving into human-computer interaction, so I’ve seen it from both the technical side and the people side.

Today I use AI every day for the work around design. I use it to prototype, debug code, and generate realistic content and edge cases, so I can test ideas against something close to real much earlier. The design decisions stay mine. AI speeds up how I get there, but it doesn’t decide what’s right for the people using the product.

I also run workshops to bring my team up to date with AI tools. I show where they genuinely save time and how to fit them into how we already work.

Outside work, I’m building an AI orchestration project to learn how far these tools can go. I built Federico, the cat on this site. Ask him anything.

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User + business

I’m an advocate for users, but I’ve always seen business needs as just as important. Most of the hard calls in my work come down to a trade-off between the two, and that’s something I’m good at: finding the version that works for both, and being honest about the compromise.

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Form + function

I studied architecture and worked as an architectural designer for several years before moving into product design. That background still shapes how I judge what makes a product good.

In UX, usability is often treated as the goal. I see it as the baseline. A usable product is like food that’s edible: it does its job, but nobody remembers it. When most products in a category work well enough, form is what makes someone prefer one over another.

So I treat both seriously. The function has to be solid, and I give the same care to how a product looks and feels to use.

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Ask Federico

Outside work

Outside work

Outside work

When I’m not designing, I’m usually cooking, reading, or planning my next trip around a restaurant I’ve been wanting to try. I’m also learning how to garden, mostly because I keep killing my plants. If you’re in Melbourne and want to talk design, AI or where to eat, I’m always up for a coffee.