Turning complex digital products into clearer, more usable and more commercially effective experiences.
I lead product design on high-stakes digital products from the checkout that has to convert, the onboarding that has to make sense, the system that has to scale across squads.
My work sits where research, commercial reality and craft meet. I'm comfortable framing ambiguous problems with executives, defending decisions with evidence, and shipping the detail that makes a product feel trustworthy. Seven years across retail and fashion e-commerce and fintech - currently Lead Product Designer at MakeReign.
Featured case studies
Where I add the most leverage
Product strategy & direction
Framing the problem before the pixels - aligning product, design and business on what is actually worth building.
Research & evidence
Mixed-method research that produces decisions, not decks. Synthesis a team can act on the same week.
E-commerce & conversion
Cart, checkout, search and merchandising tuned for revenue and trust - not just usability scores.
Design systems
Component libraries and patterns that hold quality steady as teams, surfaces and edge cases multiply.
Stakeholder influence
Bringing execs, engineering and merchandising along - turning opinion into shared, evidenced decisions.
AI-supported workflows
Using AI to accelerate research ops, synthesis and documentation while judgement stays human-led.
I use AI to accelerate research ops, synthesis, critique and documentation; while product judgement, user evidence and stakeholder context stay human-led.
It's a tool that gives me more time for the parts that need judgement - not a brand I hide behind.
See how I work with AI ↗