I help SaaS teams design for clarity, conversion, and scale.

I started my career as a visual designer — obsessing over pixels, spacing, and the quiet pleasure of a well-set paragraph. But early in my career, I had a formative experience: a product I'd spent months making look beautiful launched to lukewarm adoption. The UI was polished. The experience was broken. Nobody had talked to users.

That failure redirected everything. I went deep on UX methodology, user research, and product thinking. I studied how real people navigate real products under real pressure. I learned to fall in love with problems, not solutions.

The last six years have been spent in B2B SaaS — working across seed-stage startups and growth-stage scaleups. I've led onboarding redesigns, built design systems from scratch, run CRO programmes, and shaped product roadmaps as the most senior designer in the room. Every engagement has reinforced the same belief: the best design work is invisible. It just makes the right thing easy.

Most designers optimise for the design review. I optimise for the metric review. That distinction shapes everything — how I frame research, structure experiments, collaborate with engineers, and communicate impact to stakeholders.

I'm comfortable owning the full arc of a problem: from discovery (what's actually happening?) through to post-ship analysis (did it work?). This makes me a different kind of design partner for product teams who care about outcomes as much as craft.

I also bring a commercial lens that many designers don't. I understand funnel mechanics, LTV economics, and the difference between a change that helps users and a change that helps the business — and I know how to find work that does both.