Hi there

I’m Felicia. I turn complex problems into experiences that work — for users, business, and for teams building them.

I’m Felicia. I turn complex problems into experiences that work — for users, business, and for teams building them.

I’m Felicia. I turn complex problems into experiences that work — for users, business, and for teams building them.

ROLE

Creative direction, Journey blueprints, Omnichannel experience, AI-driven workflows

YEAR

2026

What drives me is how it works — the thinking, the flow, and the delight it creates.

I've spent my career making sense of complex, messy problems — the kind where the brief is unclear, the stakeholders have competing views, and the constraints keep changing. That's honestly where I thrive.
I lead teams and I don't believe in leading from a distance. I like getting my hands dirty, staying close to the work, and thinking through problems alongside the people solving them. The outcome is always the goal — but if I'm being honest, I enjoy the journey more. There's something about the process of figuring things out together that I find deeply satisfying, and I love being with the team, along for that ride.
I'm happiest when I get to flex my creative thinking on something that actually matters. Meaningful problems, real constraints, genuine impact — that's my sweet spot.

Beyond the screen

I paint — both on canvas and digitally — and when I'm not at a screen or an easel, I'm on the hockey field. Movement, creativity, and a bit of controlled chaos — that's pretty much my off-duty mode.
I'm also a mum of two boys, which somehow led me to writing and illustrating children's books — digital paintbrush very much included. And knowing me, I'm always quietly looking for the next meaningful thing to pour my time into.
If there's a thread through all of it — the design work, the painting, the books, the teams — it's this: I'm always chasing the work that means something.
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