That instinct never left. When I moved into web development and then design, what pulled me in wasn't the visual craft alone — it was the same question in a new form: why does someone trust a page, hesitate at checkout, or come back a second time?

I joined Purovitalis when it was three people. There was no design process to follow — I built one, then rebuilt it as the company grew into five markets. That meant doing the parts of the job that don't show up in a portfolio: fixing plugin conflicts, writing brand guidelines nobody asked for yet but the marketing team would need in six months, translating a spreadsheet of customer complaints into a homepage that finally made sense, figuring out what Schema is and how to stay visible to AI agents.

I still write frontend code. I think that's part of why my designs hold up — I'm not handing off a fantasy for someone else to make real.