Building things that don't waste people's time. 🇵🇹 Based in Portugal.

I'm a design engineer, ten years in. I've led product design at some of Egypt's most-used apps: Bosta, elmenus, Elves, SOLO. Co-founded ScieNFT before that, and I'm now a certified Framer Expert shipping marketing and product work for YC-backed startups and healthcare AI companies.

The thing I've learned across all of it: most of the friction in design and product work is self-inflicted. Overbuilt processes. Slow animations. Five-step flows that should be one. Mockups thrown over a wall to engineers who rebuild them from scratch. None of it has to be that way. I gave a whole talk about it at Framer Connect Lisbon.

So I work differently. I design and ship the same thing. I keep the first two hours of any project simple, because that's what determines the next two months. I charge retainers instead of hours because tracking time is friction too.

Right now I'm co-founding Lena, a women's health app that gives direct, evidence-based answers instead of deflecting to “consult your doctor.” Same principle: stop wasting people's time with the safe non-answer.

I also run Rosseta Club, where I teach designers the actual production workflow — not the tutorial version. Because the gap between “I designed it” and “it's live” is where most careers stall, and it shouldn't.