Innovation & Creative Strategy

I’m a Design Leader who works with creative teams to invent and shape a meaningful future.

I support teams that design products, experiences and services using a Human-Centered approach to uncover, inspire, design, pilot, and grow businesses that solve the biggest problems of our time. My sweet spot lies in guiding experience strategy development while nurturing the teams and culture necessary to empower minds and adapt to change: activating insights, strategies, and people.

See my work  Jetti's CV  Jetti on LinkedIn 

Four Beliefs That Guide Me

Leading design teams means both empowering individuals and nurturing organisational conditions for creativity.

Working across design research, vision, experience design and creative empowerment, I get equally excited about shaping and transforming the relationship between users and services, as I do about employees and organisations. I know I’ve done a good job when I’ve helped to unlock value and positive change for the benefit of people, planet and businesses.

Every problem is an interesting problem for design. Each begs us to ask ‘Why’ in the first place and ‘Why not’ as we imagine a better solution — always learning more about the world and ourselves.

At the heart of design excellence lies a big, beautiful and, at times, provocative question that excites the team to let their creativity and curiosity propel them through their work. It frames the problem space while leaving room for unexpected, serendipitous and adjacent discoveries that provide a fresh lens — occasionally creating discomfort.

Design is only successful as a collaborative, self-aware effort of diverse minds.

In a complex and fast-paced world, we can only unlock breakthrough innovations when we match the right people with expertise, kindness, care and concern for the problem space. Curiosity, trust and self-awareness are at the centre of collaborating as a diverse team. Honouring these values makes it possible to tap into everyone’s talents and lived experiences to interpret insights, culture, values and context, and, finally — not to be discounted — allows the team to evolve as humans in the process.

Human-centered design is about understanding the individuals, their culture and the systems they live and act within.

Let’s be real, the world out there can be weird. It’s ambiguous and chaotic and there are really big legitimate questions about our future unanswered. That’s scary and painful. It takes an open mind with genuine curiosity and interest in people — the desires, motivations, and beliefs of colleagues, clients and customers — to learn and unlearn, every single day, so that we can make ethical choices that shape the world we’d like to see for our children and their children.