Lead Product
Designer

A high-priority greenfield loyalty project stalled by a fundamental iOS/Android divergence. Inherited engineering friction and 'parity debt' where Android had been sidelined by unfeasible cross-platform demands.

Technical Alignment

Identified the path of least resistance via native MUI Android kit — plug-and-play integration with existing build tokens, bypassing months of custom debt.

Engineering Advocacy

Acted as conduit between Android dev squad and Design Lead. Advocated native foundations over forced iOS patterns, clearing the path for building.

A11y Governance

Established rigorous A11y walkthroughs ensuring every component met compliance — preventing future legal or usability debt for a national retailer.

60% Velocity Increase

Standardised foundations and component buy-in increased dev velocity within the first quarter.

Transaction Architecture

Led full E2E Checkout and Delivery Flow from discovery through deployment.

Unified System Logic

Parent Design System governing both iOS and Android branches, ensuring long-term parity.

"Success wasn't just about pixels; it was about alliances. I had to educate stakeholders on why native foundations were the only way to catch up to iOS without breaking the dev team's spirit."

Inherited a high-energy but structurally loose 'vibe-led' POC from the founders. Translated raw creative excitement into a production-ready framework within a 4-month launch window — including a mid-sprint game pivot.

Architectural Pivot

Re-engineered the core loop to be game-agnostic, allowing the system to flip between titles without breaking the foundation.

AI-Driven Velocity

Implemented AI-integrated workflow — 10x productivity lift during high-pressure sprints without sacrificing structural quality.

Technical Alignment

Lock-step work with Backend Engineering and Animation (Lottie) for zero-friction handoff. Every state and logic flow documented.

"When the work stopped, everything was already in order. That's the job done right."

Originally engaged for a short-term UX audit. Transformed disjointed early-stage mockups into a scalable, investment-ready technical framework — becoming the sole embedded designer for 1.5 years across the full product surface.

Chakra Framework

Architected a modular design system from scratch using a Chakra-based framework for immediate developer parity.

The Pitch Engine

Deployed high-fidelity E2E demos and pitch decks that secured vital partner buy-ins and investor confidence.

Complex Optimisation

Integrated wallets, custom parts engines, and high-concurrency garage management across the full platform.

Zero to Beta

Complete E2E ecosystem shipped from storyboard to live Beta in under 18 months.

50+ Features Documented

Handed off a complete backlog of ready-to-build features — outpacing the entire dev team.

Design Pause Called

After 2.5 years, a pause was called to let dev catch up. The pipeline was full. That's a particular kind of outcome.

"I walked in to critique a few screens and walked out as the lead architect."

Inherited a fractured product landscape — three business units on disparate stacks across three timezones. A blue-sky mandate that evolved into high-stakes architectural recovery to unify global production pipelines.

System Audit

Comprehensive audit of technical dependencies to align global engineering teams across China and Brazil.

Global Testing Engine

Turned Appen's own gig-economy contributors into a built-in UAT engine via Maze — bypassing timezone friction entirely.

Logic Unification

Standardised cross-platform terminology and naming conventions, preparing for unified React migration.

"Once the dependencies cleared, the global dev teams in China and Brazil had something solid to build toward."

Inherited a mission-critical but retired legacy stack under pressure from well-funded Silicon Valley competitors. Required total architectural uplift from desktop relic to MUI-driven responsive ecosystem — contributing to acquisition by Encompass Technologies.

MUI Migration

Engineered a scalable design system bridging legacy constraints and modern responsive requirements across web and mobile.

Domain Mastery

Completed winemaking industry courses and conducted onsite cellar-hand audits to mirror physical operations in the UI.

Cultural Governance

Introduced design ceremonies into an engineering-first culture — securing design's seat at the decision table for the first time.

Successful Acquisition

Architecture directly contributed to Encompass Technologies acquisition.

100% Platform Parity

Every feature brought into the new system, including those slated for deprecation.

50% Faster Handoff

Reduced design-to-dev handoff cycles across the full platform.

"We took a conversation about small fixes and turned it into a commitment to build something worth acquiring."

Inherited a structurally solid but design-debt heavy SaaS platform built entirely by veteran engineers. Lacked a unified design language, stalling North American market expansion.

System Audit

Deep-dive audit of existing Bootstrap/Shopify architecture to build a design system speaking the same language as the dev stack.

Integration Onboarding

Re-engineered high-complexity onboarding flows for Xero and Lenovo integrations — translating technical checklists into intuitive journeys.

Market Localisation

Partnered with US stakeholders to identify and resolve functional gaps for North American compliance and UX standards.

60% Dev Velocity Lift

Bootstrap design system introduced, accelerating development velocity immediately.

North American Launch

Platform launched successfully, followed directly by company acquisition.

Onboarding Adventure

Guided onboarding reduced support load for complex Xero and Lenovo integrations.

"Transformed a fragmented design landscape into a high-performance, system-driven platform. I built the gateway that allowed the product to scale from local success to global acquisition."

Dropped into a high-security, zero-internet environment with a mandate to train LLMs through high-volume product generation. Built a repeatable prompting framework delivering 100+ production-ready prototypes.

Prompt Governance

Architected unified prompt pipeline standardising aesthetics, typography, and functional logic across 100+ AI-generated outputs.

Application Focused

Modular UI frameworks for enterprise dashboards to educational games — optimised for zero-connectivity environments.

Feedback & Input

Continuous RLHF feedback loop to calibrate the LLM. Iterated on real-time model performance data for production-ready datasets.

"A hundred prototypes. It felt like a small tsunami by the end. Every one moved the needle a little further."