I work with a wide range of clients, from founders developing new ideas to senior leaders shaping digital experiences for established organisations. I adapt to what each team needs, bringing strategic direction, a deep grounding in UX and hands-on technical understanding to the work.
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01 / 06 A gateway into the writing
C.S. Lewis Company
Leading a subscription app from inception through build, bringing product strategy, experience and content together.
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Nobel Foundation
A long-term collaboration spanning editorial UX, strategic counsel and leadership of the Nobel Prize Museum website redesign.
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Good Housekeeping Kitchen
Defining a distinctive recipe experience within real editorial and data constraints, then building a proof of concept to revisit what those constraints had put out of reach.
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Pomli
I directed the build and tested the product while AI wrote the code.
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Product vision, UX and scope
Care to Cure brings information and support together in an AI-led app.
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Rapha
Rapha’s Cycling Club app helps members find rides, join events and connect with other cyclists.
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POLITICO Europe
POLITICO Europe’s publishing ecosystem spans a public news site, specialist subscription products, newsletters and print. Each serves a different audience, but stories and editorial teams move between them.
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Ayala Land
Residential & Hospitality
My work with Ayala Land spanned residential property and hospitality. Both involved multiple brands, teams and customer journeys, but each needed a different product strategy.
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Monocle
Monocle’s digital experience had to bring together a rich mix of journalism, radio, film, newsletters and travel guides.
Read the storyHi, I’m Lina. I’m a product leader based in Germany. You should talk to me.
Over the years I’ve worked with founders, editorial teams and senior leaders across organisations of all sizes. My work has ranged from bringing new apps to life and rethinking content platforms to untangling processes and workflows and connecting complex systems. I look at how the experience people see fits together with the content, technology and teams behind it.
I can work at the level a project needs: setting a direction, working through technical trade-offs with engineers, or building a solution myself. My UX roots and hands-on experience with AI coding tools help me turn ideas into something a team can build and people can use.
I’ve been doing this long enough to know what good looks like, and I’m excited enough about what’s next to keep finding new ways to make it happen. AI has become part of how I think, explore and build. It lets me try ideas faster, get closer to the technology and make things that might otherwise never get made. The experience, curiosity and judgement behind the work will always be my own.
Me & AITell me what you’re working on, where it’s getting complicated, or what you’d like to explore.