Selected projects

Dig. Test. Learn. Refine.

I work with a mindset of continuous improvement until clarity leads the way.
I’m not after magic formulas. I’m after better understanding—so I can make better decisions, one step at a time.

Success through the hidden decision-makers

Success through hidden decision-makers: How identifying mothers as the true decision-makers turned a youth campaign into the most successful edition in its history.
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How a boutique consultancy secured the #1 spot in strategic searches for its core services

This boutique consultancy achieved leadership in the searches that matter, outperforming top-tier firms with semantic and behavioral strategy.
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UX Research – Ulahop: Designing the Future of Sustainable Play

How a no-code stack, deep research, and strategic UX turned a les than €7K MVP into a living, evolving startup - still running strong three years later.
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Imagine Punta Cana: Transforming a Nightlife Icon through Digital Strategy

How a tourist-dependent nightclub in the Dominican Republic turned a post-pandemic crisis into a 20% growth engine—by going fully digital and redefining the party experience.
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Improving Nutrition Habits in Ultra-Endurance Sports through UX Research

A comprehensive web solution for e-commerce.
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