Journalist · Urban Planner · Experience Consultant
I design information systems for complex organizations across industries and continents.
Specializing in
UX Strategy
Selected Projects
A new e-commerce product for Europe's largest convenience chain
One digital platform consolidates 50+ international resort apps
Personalized learning journeys for medical aesthetics professionals
A new content and UX framework for the world's largest commercial insurer
Content design and experience strategy for the LEGO House
Taxonomy design powers a new shopping experience for a major furniture brand
What I Do
Structure is invisible when it works. My job is to build the underlying logic that lets teams move faster, products scale further, and users find what they need.
I look into the company, the category, the consumer, and the culture to map the opportunity space, then turn that into experience narratives and product roadmaps that give everyone a framework to rally around and build from with confidence. I run concept validation through user testing and translate what I learn directly into action.
I design the organizing structure and experience blueprint: information hierarchies, navigation systems, and the logic that keeps important content front and center. This includes permutations for authenticated and non-authenticated experiences, different access levels, and any other variable that changes what a user sees and where they can go.
I operationalize content creation and management at the page level, from interpreting analytics to inform content prioritization to codifying content cadence so teams can plan with intention. I identify page and module typologies for consistency and scalability, and define content franchises that give a site its editorial spine.
A specialized niche within IA, taxonomy is about mapping relationships between content to power filtering, discovery, and findability. I establish controlled vocabularies and information flows that can be user-facing or entirely behind the scenes. Either way, you feel the difference when they're right.
How I Got Here
I grew up steps from Ipanema Beach in a trilingual Danish-American family, studied journalism at PUC-Rio, and got into digital early — producing mobisodes for National Geographic back when mobile content felt like science fiction. Before information architecture had a name I recognized, I worked in publishing, broadcast journalism and exhibition design. Each one is fundamentally about deciding what matters, in what order, and for whom.
I moved to New York for graduate school at Columbia University, where urban planning taught me that the most important design decisions are the ones that don't look like design at all. At RAA, I developed content for the Museum of Tomorrow and others, learning to tell stories in space and move people through ideas as much as through rooms. I was Droga5's first content strategist. My job was to bring more strategic rigor to UX work at the most creatively demanding agency in the world.
Since 2019, I have worked as an independent consultant, taking on a select number of projects each year across digital, physical and service design. The vast majority of my clients come back. I take that seriously. My work has appeared in the New York Times and the Los Angeles Times, and earned a D&AD Pencil.
I split my time between Lisbon and New York, work in English, Portuguese and Spanish, and am eligible to work in the United States, Portugal and Brazil. When I am not untangling informational messes, I am probably reading, traveling, looking at buildings or at a dance studio. My brain works best when I am in motion.