LEAD PRODUCT DESIGNER
I design complex
products into
simple experiences.
I design B2B SaaS and AI-powered products that
turn complex workflows, data and business requirements
into intuitive, scalable experiences.
15+
Years
Digital Design
8+
Years
Product/UX
4+
Years
B2B SaaS
B2B SAAS
AI POWERED
ENTERPRISE UX
COMPLEX WORKFLOWS
DESIGN SYSTEMS
SELECTED WORK
A selection of products, workflows and systems I've designed across SaaS, AI and enterprise experiences.
AI Creator Search
Helping the brands find the creators faster with AI.
AI Powered
Search
B2B SaaS
View Case Study
AI Insight Summaries
Turning complex data into quick actionable summaries.
AI Powered
Summary
Insights
View Case Study
AI Creator Safety Score
Showing creator risk easier to understand and act on.
AI Powered
Trust & Safety
SaaS
View Case Study
Custom Reporting
Helping the brands find the creators faster with AI.
Personalisation
Data
B2B SaaS
View Case Study
DESIGN IMPACT
Design isn't just about what the product looks like.
It's about what becomes possible.
Tools used for track, measure and analyse the data:
61 %
Reduced time to add creators from searching to adding them to Campaigns in 30 days.
PROJECT: AI CREATOR SEARCH
43 %
Action taken rate in the first 30 days compared to the 12% rate of previous month
PROJECT: AI INSIGHT SUMMARIES
57%
Started using score before adding creators to campaigns in the initial 30 days.
PROJECT: AI CREATOR SAFETY SCORE
31 %
Started building it gradually in the first 7 days and grew to 58% in the first 30 days.
PROJECT: CUSTOM REPORTING
DESIGN APPROACH
From ambiguity
to clarity
01
Understand & Frame
Research users, business goals, technical constraints and the existing experience. Turn research into clear problems, opportunities and priorities.
02
Explore & Ideate
Look for similar experiences, tools, or products in the market and brainstorm, and develop user flows, journeys, information architecture, and sitemaps.
03
Design & Validate
Build multiple concepts, low-fidelity designs, and quick prototypes and test ideas with target users, key stakeholders, collaborators, and product data.
04
Launch & Measure
Partner with product and engineering teams to deliver the solution, monitor adoption and performance, and measure its impact against user needs and business goals.
05
Test & Iterate
Get user feedback, analyse product data, identify usability gaps, and continuously refine the experience to improve usability, effectiveness, and user satisfaction.
NOTABLE PRIMITIVES
Essential Criteria for Seamless Design Execution and Consistency
Design Philosophy
Complex doesn't have to mean complicated.
The best product experiences hide complexity without hiding capability. I work at the intersection of user needs, business goals and technology to make complicated products easier to understand, easier to use and easier to scale.
—The three philosophy I try practising are
-
Understand before designing
Good solutions start with understanding the problem. -
Simplify without oversimplifying
Remove unnecessary complexity while preserving the power users need. -
Design beyond the screen
Think about systems, workflows, teams, technology and the long-term product.
Designing for Scale
Great products aren't built one screen at a time.
I've helped establish scalable design foundations using reusable components, design tokens, patterns and documentation—creating consistency while enabling teams to design and build faster.
—The three design system I worked in the recent
-
Echo Design System (Bazaarvoice, 2023-2026)
23 Components • 48 Standardised Elements -
Eva Design System (Affable AI, 2021-2023)
51 Components • 187 Standardised Elements -
Lux Design System (JouleiQ, 2018)
67 Components • 111 Standardised Elements
Since 2018, I've gradually practised variables, layouts, design tokens and integrated design-dev UI tool like Storybook
LEADERSHIP
I design with teams, not just screens.
Mentor
Support designers through feedback, critique and coaching.
Facilitate
Run workshops to help teams align around problems and opportunities.
Collaborate
Work closely with Product, Research, Engineering and business stakeholders.
Advocate
Bring user needs and UX design thinking into product decisions.
ABOUT
A designer shaped by different disciplines.
I started my career in visual and motion design before moving into UX and Product Design.
That journey taught me to look at products from both sides: the craft of creating compelling interfaces and the deeper work of understanding people, systems and problems.
Today, I design complex digital products across B2B SaaS, enterprise, commerce and emerging AI experiences.
Read more about me
EXPERIENCE
Bazaarvoice
Group Product Designer
-
Designed AI-powered creator discovery and campaign experiences.
-
Spearheaded the UX for reporting, commerce, and creator-management workflows.
-
Contributed to scalable design-system patterns and product-wide UX consistency.
-
Orchestrated designs epics across Product and Engineering from discovery through delivery.
October 2023 to June 2026
B2B SaaS · Creator Marketing · AI
View full experience
CERTIFICATIONS
Human Computer Interaction-HCI
The Interaction Design Foundation
December 2019
Certified Usability Analyst (CUA)
TM
Human Factors International
December 2020
