Senior Product Designer
End-to-end Discovery, UX Research & Product Design
I turn ambiguous, high-stakes product problems into clear strategic direction. By challenging inherited assumptions with evidence, I ensure teams build the right thing, and lead the design execution to ensure the thing is built right.
215K
+
user migration de-risked for 3 digital banks through concept testing and persona pivots, surfacing real user behaviour over inherited demographic assumptions, and validating MVP features.
$
0
spent on building the wrong feature. Validated that assumed demand for Quick Pay didn't match real user behaviour, and redirected investment toward payee access and PayID.
10
%
of call centre volume came from bonus interest queries. Validated a self-service tracker, and surfaced bonus rule complexity as the deeper problem, influencing a shift toward simpler product criteria.
/ Design POV
Most of my recent work has been in fintech and highly regulated products where the hardest problem is rarely the interface. I bring research credibility, strategic thinking, and the visual fluency to make direction tangible, turning research into product decisions that prevent the costly mistakes that happen when assumptions replace evidence.
Instead of inheriting assumptions
I build validated direction
Instead of just delivering features
I measure impact post-launch
Instead of surprises at handoff
I align teams early on shared success metrics
Instead of surprises at handoff
I align teams early on shared success metrics
This approach comes from working across advertising, fintech, and research, navigating complexity long enough to know where the real problems hide.
I integrate AI in my design process, from synthesising interview data, to clustering insights, moderation scripts, competitive summaries, and prototyping. AI accelerates the groundwork so I can focus on what it can't do: reading between the lines, challenging assumptions, and turning ambiguous signals into clear product direction.
/ Clients
Different industries, different contexts, different constraints, same commitment to understanding people, protecting the business, and designing what actually works.
/ Testimonials
Senior Product Designer
End-to-end Discovery, UX Research & Product Design
I turn ambiguous, high-stakes product problems into clear strategic direction. By challenging inherited assumptions with evidence, I ensure teams build the right thing, and lead the design execution to ensure the thing is built right.
215K
+
users migrated across 3 banks through context-driven platform strategy, dismantling demographic assumptions in favour of actual user behaviour.
$
0
spent on building the wrong feature. Validated that assumed demand for Quick Pay didn't match real user behaviour, and redirected investment toward payee access and PayID.
10
%
of call centre volume came from bonus interest queries. Validated a self-service tracker, and surfaced bonus rule complexity as the deeper problem, influencing a shift toward simpler product criteria.
/ Design POV
Most of my recent work has been in fintech and highly regulated products where the hardest problem is rarely the interface. I bring research credibility, strategic thinking, and the visual fluency to make direction tangible, turning research into product decisions that prevent the costly mistakes that happen when assumptions replace evidence.
Instead of inheriting assumptions
I build validated direction
Instead of just delivering features
I measure impact post-launch
Instead of surprises at handoff
I align teams early on shared success metrics
Instead of surprises at handoff
I align teams early on success metrics
This approach comes from working across advertising, fintech, and research, navigating complexity long enough to know where the real problems hide.
I integrate AI in my design process, from synthesising interview data, to clustering insights, moderation scripts, competitive summaries, and prototyping. AI accelerates the groundwork so I can focus on what it can't do: reading between the lines, challenging assumptions, and turning ambiguous signals into clear product direction.
/ Clients
Different industries, different contexts, different constraints, same commitment to understanding people, protecting the business, and designing what actually works.
/ Testimonials
Senior Product Designer
End-to-end Discovery, UX Research & Product Design
I turn ambiguous, high-stakes product problems into clear strategic direction. By challenging inherited assumptions with evidence, I ensure teams build the right thing, and lead the design execution to ensure the thing is built right.
215K
+
user migration de-risked for 3 digital banks through concept testing and persona pivots, surfacing real user behaviour over inherited demographic assumptions, and validating MVP features.
$
0
spent on building the wrong feature. Validated that assumed demand for Quick Pay didn't match real user behaviour, and redirected investment toward payee access and PayID.
10
%
of call centre volume came from bonus interest queries. Validated a self-service tracker, and surfaced bonus rule complexity as the deeper problem, influencing a shift toward simpler product criteria.
/ Design POV
Most of my recent work has been in fintech and highly regulated products where the hardest problem is rarely the interface. I bring research credibility, strategic thinking, and the visual fluency to make direction tangible, turning research into product decisions that prevent the costly mistakes that happen when assumptions replace evidence.
Instead of inheriting assumptions
I build validated direction
Instead of just delivering features
I measure impact post-launch
Instead of surprises at handoff
I align teams early on shared success metrics
Instead of surprises at handoff
I align teams early on shared success metrics
This approach comes from working across advertising, fintech, and research, navigating complexity long enough to know where the real problems hide.
I integrate AI in my design process, from synthesising interview data, to clustering insights, moderation scripts, competitive summaries, and prototyping. AI accelerates the groundwork so I can focus on what it can't do: reading between the lines, challenging assumptions, and turning ambiguous signals into clear product direction.
/ Clients
Different industries, different contexts, different constraints, same commitment to understanding people, protecting the business, and designing what actually works.