About me
My work sits somewhere between design and product. In practice that means roadmaps, sprint scoping, analytics and reporting alongside the design work, with one foot always close to engineering.
I also care about the people around me. I like working with other designers, helping them grow or building practices they actually adopt, not because they're told to but because they make sense.
How I work
When a decision lands in front of me, my first move is to question it. Not to push back, but to understand it and explore whether there is a better way in. That instinct leads to better outcomes and creates space for others to challenge ideas as well.
I work with numbers. User events, funnels, behavioural patterns, proxy metrics, prioritisation scoring. If a number moves, the work had impact.
I have strong opinions and I share them, but I am careful about where my ownership ends. When a problem sits outside it, I rely on evidence. The TimelyPay activation fix required changes across risk, operations, and sales without direct authority. The only way forward was to make the problem visible and align the right people to solve it.
Me & AI
At GRAET, I designed an LLM advisor and worked on the system around it, from conversation flows and prompts to evaluation and iteration. It shifted how I think about AI. Less a feature to ship, more a product to maintain.
In my workflow, I use AI for research synthesis, short PRDs, quick prototyping in Lovable, Replit or Figma Make, and parts of design system maintenance. It helps me explore more directions faster, while keeping judgment, prioritisation, and decision making human.
More recently, I’ve been working on grounding AI in the design system itself. Using Claude Code and Figma MCP, I’m exploring how to make outputs more consistent by aligning them with tokens, components, and system rules.
Filip thinks at the level of the business, not just the interface. He asks why, looks for the reasoning, what metric it serves, and how it would scale.
Kroni Hope
CEO @ GRAET