I’ve been working in customer experience in one form or another since before I was 18. I began in digital transformation, helping incubate early-stage ideas and becoming fascinated by how digital products could create meaningful, human-centred experiences.

​

Although British, I grew up in the Balearic Islands off the coast of Spain, a place shaped by multiple cultures, languages and revolution. Living there taught me early on how much language influences the way people feel, navigate spaces, and connect with their environment. I then later brought this perspective into agriculture in Gloucestershire, formally studying farm management and rural processes, and exploring how transformation can improve both operations and the communities around them.

​

During the pandemic, my work shifted toward visual design and user-experience development for digital projects. This led to designing full user-journey flows, building websites and overhauling offerings for local hospitality businesses, and eventually transforming my first development studio into an agile development hub. In 2021, I was formally recognised as an agile developer and accessibility specialist, acknowledgements that shaped my approach to every project I’ve touched since.

​

From 2022 onward, I launched a sub-brand dedicated to supporting local communities during the post-pandemic economic period. This included a limited-run Cotswolds magazine focused on amplifying local businesses through interviews, editorial features, and community-driven storytelling.

​

Today, my work centres on one mission: applying deep customer-experience expertise to help businesses thrive in a landscape increasingly saturated by AI. I envision a world where human-led content is becoming increasingly rare. On social media, AI-generated content overwhelms human creativity; most tragically, in my opinion, documentaries, once the purest form of human curiosity, are now replaced by generative scripts, synthetic voices, and automated visuals. What was once standard is becoming a luxury.

​

The idea for HUMANS MADE THIS arrived during a rainy walk from a relative’s house. My AirPods started playing the Blade Runner soundtrack, and I found myself reflecting on the film’s core message: in media, a world dominated by corporations and artificial intelligence is almost always depicted as dystopian. If our cultural imagination warns us so clearly, why are we racing toward that future uncritically?

​

That moment sparked my exploration into predictive data modelling, analysing the trajectory of AI adoption. The trend revealed a coming shift, a renewed hunger for human-made work as AI saturation peaks. At the same time, I was writing my first research paper on next-generation digital development frameworks, arguing that AI should be an ethically compliant team member, not the unquestioned leader of a project.

​

HUMANS MADE THIS is the culminating answer to that belief: that human perspective, empathy, craft, and lived experience matter more now than ever, and businesses that protect these qualities will stand out in a world overwhelmed by automation and create robust, prestigious human customer-centric experiences.