Designing experiences
that convert,
engage and retain.

Senior Product Designer with extensive experience creating digital products that balance user needs, business objectives and technical feasibility. With a strong foundation in front-end development, my career has evolved into leading UX, UI and Product Design across enterprise software, digital commerce and customer engagement platforms.

I specialise in end-to-end product design — combining user research, interaction design, prototyping, AI-assisted exploration and data-informed decision making to improve customer journeys and deliver measurable business outcomes. My approach is grounded in systems thinking, enabling me to design scalable, consistent experiences across complex, multi-brand ecosystems.

I partner closely with Product, Engineering and business stakeholders to shape product strategy, translate customer insight into meaningful experiences, and deliver intuitive, accessible and scalable digital products — while embracing AI-powered design and productivity tools to work faster without losing rigour.