I'm Alexander. Sasha, if we’ve met.

I lead design and product at the human-agent frontier. Right now that’s Base Reality — a studio I founded to explore how humans and agents build together, through an agentic design system and product work across climate and agtech.

At Yara International, I led a team of 15 across 5 time zones. All human.

Today I lead multiple teams. All agents.

Getting there took 20 years.

The first decade was Ébauche — design consulting on the move, the next desk in the new city, helping the next product looking for its shape. Twenty-plus startups across fintech, travel, IoT, SaaS. Good design inside small teams doing hard things — that's been the through-line.

In 2018 I moved to Singapore and joined Yara, a 120-year-old industrial company built on making things grow. Started as Senior Designer leading 0→1 climate-smart tools, launching FarmWeather and FarmForward apps that reached 500K smallholder farmers in six months and 5M+ total.

Field research trips to India and Kenya, where I learned how a farmer reads a rain forecast or decides when to plant, shaped Yara’s digital farming strategy and resulted in two patents.

In 2021, building on the success of my product work, I took over design system leadership, establishing Ahua as Yara's global design system, supporting 50+ product teams with one shared design language. Grew the team from two to fifteen across five time zones. Ahua reached 80% voluntary adoption and delivered $6M in business impact by the time I left in 2025.

Between 2023 and 2024 I did the Executive MBA for Design Leaders at Future London Academy. Part MBA, part design leadership intensive, covering five dimensions from the person you're becoming to the world you're shipping into — taught by legends of the industry, on-site in London and San Francisco. As my final project, I explored how agentic design systems can enable generative UI and hyper-personalized experiences at scale. That thesis is now the explicit bet at Base Reality. The programme was also where my frame shifted: design leadership is the work of building conditions for others to make — whether human or agent.

Base Reality is the studio I founded in 2025 — a place to work on human-agent collaboration end-to-end, from first sketch to last commit, using LeSS AI, my adaptation of Large-Scale Scrum for agentic teams.

One part of the work is Aera, a design system made by a human-agent team for human-agent collaboration, where I work out what design systems become when agents are first-class participants. The other part is agentic product design and development — shipping real products for real-world impact, on fully agentic teams. Practice research and applied product, running in parallel — the long view and the next demo, in the same week. Doing both at once is how the practice stays relevant.

I take on a small number of engagements per year. Most fall into one of three shapes.

A chunk of my work is agentic design systems. Building or scaling a global one, or stepping in when one is stalled. Governance, contribution models, engineering partnership, adoption strategy. The Ahua playbook, adapted to your needs and scale.

More of it now is agentic product design and development — designing and shipping products on fully agentic or hybrid teams, with LeSS AI methodology. What I do every day at Base Reality.

The rest is leadership. Fractional Head of Design and founding-designer roles, with strategic advisory when that helps. Good fit if you're a founder looking for someone to own design end-to-end, or a leadership team with a stuck product or organization that needs clear design vision to break through.

Let's talk. Reach me at at@base­reality.space or on LinkedIn. Or come see Aera and a human-agent team in practice.