Product manager: I design products,build them with AI,and take themto market.
I start from what users and buyers tell me, decide what to build, and direct AI agents to build it. I make the architecture calls, review the code and answer for the result.
Decide what to build
I find the problem and define the product.
Finalist Super9s Buildathon 2026, for PitchKit AI: I defined the product and built it.
Build it with AI agents
Agents write the code. I direct and review it.
v0.4.0 of MarkEdit for Windows, an open-source Rust + Tauri app, released with tests.
Take it to market
I position it, launch it and measure adoption.
565 dormant Spotify Ads accounts given new creatives by an AI-assisted workflow I designed.
About
A product designer who learned the business side, then started building with AI.
I trained in industrial and strategic product design at Politecnico di Milano and TU Delft. Over 10+ years my work has moved closer to the people who buy and use products: I was founding designer at an electric-motorcycle startup and a client success manager at Spotify Ads. I run Blauw Studio today and build my own AI workflow tools.
Today AI coding agents write much of my code, Codex and Claude Code among them. I still define the requirements, choose the architecture, review what they produce and test it, so I can stand behind what ships.
When something isn't finished, the case says so. You'll see what worked, what I'm still fixing, and the numbers I don't have yet.
How I work
Design thinking, with data at every step.
- 01
Discover
Talk to the people involved and map how the work happens today.
Interviews · usage data - 02
Diverge
Open up several directions before choosing one.
Concepts · sketches - 03
Converge
Choose the direction the evidence supports, and say why.
Criteria · trade-offs - 04
Refine
Sharpen it into something the team can build.
Spec · prototype - 05
Execute
Build it, with AI agents writing much of the code.
Working product - 06
Test
Put it in front of real users and measure.
Metrics · feedback - 07
Iterate
Feed what we learned into the next round.
Next release
Customer insight, Positioning, GTM, Adoption, AI workflows
Selected work
Showing all work
- 01Spotify AdsProduct adoption · Advertiser workflows · Measurement + automationI managed client success for mid-market advertisers across a ~$7M Spotify Ads portfolio, and designed the AI-assisted workflow that produced new creatives for 565 dormant accounts.~$7MAd portfolio across 3 Client Partners565Dormant accounts given new creatives
- 02ShandokaZero-to-one product · Rider research · PositioningAs founding designer on a three-person team, I researched what riders want in an electric motorcycle, designed a new line from that evidence and shaped how the company positioned itself to investors.3People on the founding team2Products · conversion kit + new motorcycle
- 03PitchKit AIAI product · Workflow design · GTM operationsPitchKit turns rough notes from a client call into six things a marketing team needs, from campaign direction and copy to CRM notes and a readiness score.6Outputs from one set of rough notesFinalistSuper9s Buildathon · Waterloo · May 2026
- 04Blauw StudioFounder · Positioning · Digital growthI founded Blauw Studio and ran client growth end to end, from positioning to the analytics that showed what worked.20+Digital experiences · construction · hospitality · healthcare · professional services+25%Average paid-media ROI, from structured testing and conversion optimization
More work
Market entry, AI systems and growth, in brief.
- 05Momo MedicalI found the North American long-term care facilities that fit a Dutch patient-monitoring product, booked meetings with their CEOs and offered them a trial.Market research · Healthcare go-to-market ↗
- 06Google Ads AI agentAn AI agent I run every day through Codex and Claude Code to check each campaign I manage: what's happening, what's wrong and how to improve it.AI + growth · Python + live campaign data ↗
- 07Commercial Door TorontoI built and run the brand, websites, Google Ads and email for a GTA commercial door supplier, and I'm adding a quote flow so leads no longer depend on a phone call.Growth · Brand · Web · Paid search ↗
Shipped
17 projects shipped across websites, campaigns, brands, products and AI tools. 7 are live right now.
- 2026Arc & Stone renovation websiteArc & StoneBrand + web design, digital marketingBrand, palette, design system and website with a quote formWebsitelive(opens the live site in a new tab)
- 2026Italstucco stucco and exterior finishes websiteItalstuccoBrand and website, from zero to oneNew brand and website for a GTA stucco and exterior-finishes contractor, built to bring in estimate requestsWebsitelive(opens the live site in a new tab)
- 2026MarkEdit for Windows, an open-source Markdown editorArchitecture, product direction, AI-assisted build with CodexRust + Tauri app adapted from the MIT-licensed MarkEdit, with local files, preview, HTML and PDF export, tests and a v0.4.0 releaseProductlive(opens the live site in a new tab)
- 2025Tonia Cordi — ADHD and academic coaching websiteTonia CordiBrand + web design, content strategy, platform migrationLaunched in 2025 and revamped in 2026, moving the site from Squarespace to WordPress to a headless CMS, with a YouTube channel and blog alongside itWebsitelive(opens the live site in a new tab)
- 2024Mizzica Gelateria & Café websiteMizzicaDigital marketing, web design + development, ITRebuilt the site three times, from WordPress to Next.js, with Square online ordering and AI search optimizationWebsitelive(opens the live site in a new tab)
- 2022Commercial Door Toronto brand, sites + Google AdsCommercial Door Toronto (APEX)Brand, websites, Google Ads, email, ITWebsitelive(case study)
- 2021Blauw Studio brand + websiteBlauw StudioFounder · brand, site and positioningBrandlive(opens the live site in a new tab)
- 2026Blauw Studio client growth work20+ small businessesFounder · positioning, web, paid, analytics20+ digital experiences, from positioning to the analytics behind themCampaignshipped(case study)
