We believe that great ideas flourish when people have the right tools to explore possibilities with confidence and creativity. That’s why we built Ludica — to make innovation accessible, impactful, and seriously fun for ambitious Product Makers everywhere.
We believe innovation isn’t magic — it’s a skill. When you break it down into clear, replicable steps, it stops being an art reserved for a few and becomes a science that anyone can learn. The tools available felt like a scattered toolbox — disconnected methods, flashy canvases and templates, yet no clear path from start to finish or how these things connect. We wanted something more — a structured, repeatable process grounded in real work, real projects, and real-life experience. Something we could press “play” on for any project or initiative. That’s why we built Ludica: to turn the mystery of product making into something practical, teachable, and to put the power of meaningful innovation in everyone’s hands.
I’ve always had the urge to make things — from designing family Christmas cards in Photoshop as a teenager to building websites just for fun. I didn’t realise it at the time, but those hours spent tinkering and creating were the start of something much bigger. My interest in technology was rooted in the possibilities it unlocks, and the magic of knowing that someone, somewhere, could actually interact with something I made.
Over time, that interest in design and tech evolved into a fascination with how people experience products — what makes something intuitive, what earns trust, and why some ideas just work. After two decades of designing, leading teams, and helping companies across industries like fintech, healthcare, and cybersecurity, I co-founded Ludica to share what I’ve learned.
For me, it’s not just about teaching others how to build better products, it’s about letting go of limiting beliefs and guiding them through experimentation so that they can become the kind of creators who make incredible things. Products that feel effortless, that add real value, and that resonate deeply because they’re born out of a true understanding of people’s needs.
My path to product making wasn’t a straight line. After studying philosophy at university, I followed my heart into humanitarian work where I discovered I was implicitly solving complex problems through design thinking — listening to people’s needs, prototyping solutions in challenging environments, and constantly adapting when reality proved different than expected.
These experiences shaped fundamental questions that still drive me today: understanding why some solutions resonate deeply while others fall flat, how teams can navigate uncertainty without losing direction, and what approaches unlock breakthroughs when the path forward isn’t clear. Six years of building digital products across finance, healthcare, insurance, energy, and hospitality taught me that great products aren’t born from moments of inspiration but through structured experimentation and genuine curiosity. That’s why I co-founded Ludica with Eva — to share this approach with others who want to create with impact.
For me, product making has been a humbling journey. I’ve lost count of the times I’ve walked into a room convinced I had the perfect solution, only to sit quietly watching as users struggled to understand what seemed so obvious to me. These moments showed me that innovation isn’t about having all the answers; it’s about asking better questions and being curious in the face of unexpected outcomes. What drives me now is seeing someone transform their relationship with uncertainty — that moment when they stop seeing ambiguity as an obstacle and start embracing it as a creative force.
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