I’m Aidel, and I care about creating experiences that feel seamless, thoughtful, and genuinely useful.

My path into product wasn’t linear. I started in administration, moved through operations, and eventually into product development. That journey gives me a view into many aspects of how ideas come to life – from the small, granular details of day-to-day execution to the higher-level thinking required to shape direction and scale. I think about systems from the inside out; how they’re used, where they break down, and what it actually takes to make them work over time.

I’m drawn to design in the details. I love learning about users, understanding their needs and constraints, and doing the work of turning complexity into something intuitive and clear. My background in behavioral sciences, history, and business influences how I think about context – how people, systems, and environments shape one another – and helps me design products that feel both practical and human.

Outside of work, I’m inspired by people, travel, and exploration. They continually shape how I think about experience, curiosity, and connection.

If you’re working through a complex problem, building something new, or refining what already exists, I’d love to connect.