A product designer who brings clarity to complex problem spaces - with ownership, curiosity and heart.
I'm Amy - Ams to most - a product designer in Cape Town with over seven years of experience, currently Lead Product Designer at MakeReign. I combine qualitative and quantitative research with rapid prototyping and iterative design to craft thoughtful, scalable experiences across retail and fashion e-commerce and fintech.
I've led end-to-end design on high-impact initiatives - from transforming promotions on the Woolworths Foods app to elevating order tracking, and spearheading a cross-team Design QA process now embedded across multiple development streams. I'm known for staying calm under pressure, thinking in systems, and bringing clarity to complex problem spaces.
Beyond the screen, I'm a chai-drinking, yoga-practising, garden-growing human who finds joy in small details and fresh ideas. I'm energised by helping others flourish, and I believe design can make everyday interactions more intuitive, more inclusive, and a little more delightful. Let's make something better together.
A customer-experience company in Cape Town. I joined the Woolworths Online team as a Senior Product Designer and was promoted to Lead Product Designer in April 2026 - most recently leading the order-tracking and post-purchase experience, alongside research direction and design-system contribution.
In-house UX research and design for one of South Africa's largest fashion e-commerce platforms - homepage redesign, returns & exchanges, checkout and a mobile-first approach to new features.
End-to-end product design for clients including Standard Bank (Shyft), Old Mutual and Shoprite - discovery workshops, research, and concept-to-build delivery.
A design degree built around generating ideas and implementing ideation processes - the foundation in UX research and design thinking I still build on today.
Decisions over deliverables
A good artefact ends an argument. I aim for the friction map, the recommendation, the call - not documentation for its own sake.
Evidence beats opinion
I bring data and real sessions into the room so the loudest voice is not the deciding one.
Systems, not one-offs
I design patterns teams can own and extend, so quality compounds instead of decaying after launch.
Craft is commercial
Error states, empty states and loading moments are where trust - and conversion - are quietly won or lost.
In the words of people I've worked with
Amy is one of those colleagues you meet early in your career who shape the way you work for years afterwards. She is very detail-oriented but able to keep the big picture in mind, and she cares deeply about the projects and people she works with. I can't recommend her enough.
Amy brings a unique blend of creativity, strategic thinking and technical expertise to every project. Her ability to decode what product managers are actually looking for and translate it into intuitive designs is truly impressive, and she makes the whole process genuinely collaborative.
Amy's dedication to excellence, passion and genuine advocacy for the user truly distinguishes her. Her empathetic approach, coupled with strategic thinking, lets her excel at creating intuitive solutions that address real user needs, while her documentation keeps everyone informed and engaged.
Amy possesses a rare blend of creativity, empathy and a deep understanding of user-centred design. She consistently goes above and beyond, solving complex problems with a methodical, strategic approach, and her attention to detail ensures the work is always completed to the highest standards.
Amy single-handedly handled UI, UX and research for the entire company for six months, and consistently delivered great quality work on time. She really impressed me with her research skills and is an expert at running workshops across multiple teams and getting the most out of people.
Amy joined Byte Orbit as an intern and impressed us right off the bat. She helped carve out our product design practice with gusto and infectious energy, facilitated workshops like a seasoned veteran, and led the formation of our internal user-testing platform, which is still in use today. Her bias to action makes her an invaluable member of any team.
Amy is a phenomenal self-starter: motivated, passionate and dedicated to constantly refining her skills. She is the type of designer who finds the information, or finds a new way, pioneering new ways of working and adapting to change. An asset to any organisation, and to the industry.
I've watched Amy grow from an intern into an experienced product designer in absolute awe. Her ability to jump in, absorb complex information about users' problems, and translate it into an elegant, simple solution is something to be admired. She is always finding ways to work smarter.