Projects that connect
design to outcomes.
Six projects across product design, systems thinking, personalisation, and commercial optimisation. Each one started with a messy or ambiguous brief and ended with something measurable.
Design Language Enablement at Scale
Design infrastructure for a distributed team: standards, iconography frameworks, and tone-of-voice guidance built for real decision-making at scale.
Cross-Channel Enrolment Personalisation
A source-aware personalisation system that connected email intent to onsite experience and generated measurable enrolment revenue.
From Repayment Tool to Everyday Finance
App redesign, Pay In-Store launch, and product foundations for Tinka's shift from repayment utility to everyday finance product.
0→1 Product Innovation: US Market Proof of Concept
Concept exploration and prototyping for an opaque travel product, balancing intrigue, trust, and conversion across multiple audience segments.
AI × Design Enablement
Founded an internal AI × Design newsletter and ran workshops to help a large design organisation engage practically and confidently with AI tools.
UX Optimisation Work
A thematic collection of experimentation and optimisation across education, finance, e-commerce, and SaaS, showing cumulative commercial impact.