Senior Product Designer
Discovery. Strategy. Design.
I de-risk product decisions in regulated ecosystems, through research, strategic thinking, and behavioural design.
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. Redirected investment toward validated payee access and surfaced PAYID as critical unmet need.
10
%
of call centre volume attributed to bonus interest queries addressed through self-service design and product simplification advocacy.
/ 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 over a decade of navigating complex systems in advertising, fintech and research.
/ Clients
Different industries, different contexts, different constraints, same commitment to understanding people, protecting the business, and designing what actually works.
/ Testimonials
Senior Product Designer
Discovery. Strategy. Design.
I de-risk product decisions in regulated ecosystems, through research, strategic thinking, and behavioural design.
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. Redirected investment toward validated payee access and surfaced PAYID as critical unmet need.
10
%
of call centre volume attributed to bonus interest queries addressed through self-service design and product simplification advocacy.
/ 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 over a decade of navigating complex systems in advertising, fintech and research.
/ Clients
Different industries, different contexts, different constraints, same commitment to understanding people, protecting the business, and designing what actually works.
/ Testimonials
Senior Product Designer
Discovery. Strategy. Design.
I de-risk product decisions in regulated ecosystems, through research, strategic thinking, and behavioural design.
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. Redirected investment toward validated payee access and surfaced PAYID as critical unmet need.
10
%
of call centre volume attributed to bonus interest queries addressed through self-service design and product simplification advocacy.
/ 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 over a decade of navigating complex systems in advertising, fintech and research.
/ Clients
Different industries, different contexts, different constraints, same commitment to understanding people, protecting the business, and designing what actually works.