I’m a product & UX design leader with a passion for creating simple, intuitive, and inclusive digital experiences.
Since 2014, I’ve designed user experiences for SaaS, B2B, and e-commerce helping companies of all sizes turn ideas into great products.
Featured work
Conversion
User Flow
eCommerce
Designing checkout experiences that encourage bigger purchases
I identified "fill the box for free shipping" as the highest-impact conversion opportunity. By surfacing clear visual cues around shipping thresholds, we reduced friction and encouraged larger basket sizes.
AOV Uplift
+23%
+9%
Basket Completion
+25%
Faster checkout
eCommerce
UX Facilitation
Scale up
At Beerwulf and Smartlockr, I introduced user-centered research practices during rapid growth, establishing alignment touchpoints and prioritizing design tickets to maintain delivery speed without sacrificing quality. Bringing cross-functional teams together gave design a stronger voice in product development and helped embed user needs into decision-making.
Empowering teams to become more user-centred through Design Thinking workshops
Faster Decisions
90%
Action items shipped
25%
Employees reported better cross-team collaboration
85%
Data-Driven Design
AI
A/B Testing
User Testing
Across Beerwulf and INTERSPORT, I led A/B testing initiatives exploring how AI-generated contextual backgrounds improve product comprehension and drive conversion. The hypothesis was simple: When customers understand where and how a product fits into their life, they buy with more confidence.
Integrating AI-generated context to turn browsers into buyers
INTERSPORT customers struggled to understand which shoes were built for which surfaces like trail, road, turf, indoor, and more. We wanted to gather qualitative feedback to better understand user motives for making purchases, and whether or not AI context images made a difference in buyer confidence.
Technical Footwear
66%
+10%
Preferred Variant
Time spent on page
Beerwulf was introducing a completely new product category: a home draft system unfamiliar to most customers. Research showed that shoppers struggled to grasp what the device was, how big it was, where it would fit, and how it worked. Standard pack shots couldn’t convey the context or value of such a new product, leading to hesitation and lower purchase confidence.
The SUB Home Draft
+5.88%
+14%
Increase Add to Cart
PDP Engagement
Information Architecture
User Journeys
SaaS
At Smartlockr, I restructured the information architecture of a complex email notification flow, reducing 15 notification types to 5, cutting friction by 30%.
Simplifying secure user flows for regulated sectors
+30%
15 → 5
Secure messages sent
Notification types
I design impact without the overwhelm.
UX Leader
I lead with empathy and clarity. I guide interdisciplinary teams and build strong relationships across design and product to create practices people trust and want to grow with.
Design Thinker
I get energized by big questions and messy problems. I bring teams together to co-create, explore, and uncover meaningful solutions, often through workshops that spark alignment and action.
Product Designer
I’m passionate about design. I’ve led end-to-end product design across research, strategy, and delivery, always with an eye for detail and a heart for the user.
Experience Advocate
I design for real people, not just users. I embrace complexity, emotion, and nuance, and use empathy as a tool to shape experiences that feel intuitive, inclusive, and genuinely helpful.
Collaborating, Creating, and Leading with Purpose
From dynamic workshops to seamless strategy execution, I bring teams together to drive meaningful, user-centered solutions.
I’ve helped ship products, engage teams, and deliver results to help businesses grow:
Design strategy & vision
I lead the launches of a scalable design system at across markets, aligning teams through cross-functional collaboration. At Intersport, our efforts increased consistency and usability, driving an 80% rise in adoption among local teams.
User research & discovery
I lead UX research and discovery to improve product findability and user flow. At Beerwulf, I increased product discoverability by 20% through surveys and tree testing, and my team won an A/B testing award for optimizing product imagery
Design facilitation
I lead collaborative design facilitation to improve clarity and alignment. At Smartlockr, I introduced quarterly workshops that boosted decision-making efficiency by 25%, with 90% of action items successfully implemented in final designs..
Over the last decade I’ve created insight-led, human-centered experiences for a range of
services, brands, and SaaS products including:
Areas of Expertise