Designing experiences
that align with how
users think.

Overview

Enterprise clients were managing critical documents across disconnected tools, emails, and shared drives. This created compliance risks, version confusion, and significant time lost to document retrieval. The goal was to centralise this into a single, secure portal built around the way client teams actually work.

Problem

Through discovery interviews with relationship managers and clients, I identified three core pain points: finding the right document version, understanding submission status at a glance, and coordinating approvals across multiple stakeholders without a shared system. The existing workarounds had made the process error-prone and opaque.

Design Approach

I mapped the end-to-end document lifecycle before touching Figma. From there I designed a structure built on clear ownership states, permission-aware views, and progressive disclosure so users only saw what was relevant to their role. I created a component library to keep the system scalable and worked closely with engineers throughout to keep interactions feasible.

Outcomes

Overview

Programme managers at philanthropic organisations were tracking grants, beneficiaries, and outcomes across spreadsheets and manual reports. There was no single view of programme health, and reporting to donors was a time-intensive manual exercise every quarter.

Problem

Multiple stakeholders, from programme officers to finance teams to external auditors, each needed different views of the same data. The challenge was designing a flexible but coherent information architecture that served all of them without overwhelming any single user type.

Design Approach

I ran a workshop to map each role's jobs-to-be-done and decision-making patterns. The resulting design separated the platform into three distinct zones: programme tracking, beneficiary management, and impact reporting. Each zone shared a common data model but surfaced information differently depending on the user's context and permissions.

Outcomes

Overview

A US-based healthcare company needed a way to make their AI/ML churn prediction model actionable for business teams. The model was producing accurate predictions, but the output was raw and inaccessible to non-technical stakeholders who needed to act on it.

Problem

Business analysts were spending hours manually interpreting model outputs in spreadsheets before they could present findings. The challenge was to translate complex probabilistic data into clear, actionable signals without oversimplifying the underlying nuance.

Design Approach

I worked closely with data scientists to understand the model outputs, then ran contextual interviews with business analysts to understand how they actually made intervention decisions. I designed a dashboard that surfaced risk tiers, key contributing factors, and recommended next steps. Importantly, I built in explainability components so users could trust the AI output rather than just accept it.

Outcomes

Overview

A curated sampling of brand identity and illustration work from my freelance practice and earlier career. These projects span logo systems, visual identity guidelines, digital campaign assets, and editorial illustrations across different industries and audiences.

Approach

Each project started with understanding the brand personality before any visual decisions were made. I believe good visual identity is a communication tool, not just an aesthetic exercise. Every colour choice, typeface, and illustration style was rooted in who the brand was speaking to and what it needed to convey.

Selected Work

Includes logo design for a kids fashion label, illustrated wayfinding and signage systems, mobile app design for pet owners, and branding for a range of early-stage startups. Client engagement improved by up to 30% across campaigns where I led the visual direction end to end.

Outcomes