About me
Design for people who depend
on the product, not just use it.
Nine years designing complex B2B SaaS products across customs, supply chain, travel, and rental. Usability tested before engineering begins. An accessibility advocate.
My approach
How I design
Start with what is broken
Research the root cause before considering a solution. User interviews, workflow observation, and support ticket analysis come before any wireframe.
Talk to users and people who know the system
End users describe where the friction is. Subject matter experts explain how the system works. In complex product domains, both conversations are required.
Map the workflow before designing
Document every task, decision point, and edge case in the current experience. Card sorting and flow mapping surface gaps that briefing documents do not capture.
Align with the roadmap
Understand the product timeline, success metrics, and engineering constraints before generating concepts. Design that ignores these inputs does not reach production.
Generate more than one direction
Run a design sprint to explore the range of solutions before committing to any. The first direction is a hypothesis, not a conclusion.
Build high-fidelity and prototype
High-fidelity prototypes test what wireframes cannot. Loading states, error messages, and edge case interactions require fidelity to evaluate accurately.
Test before handoff
Run usability sessions with real users before engineering begins. The measure is whether people complete the task, not whether they find the design visually appealing.
Measure after launch
Track task completion rates, error reduction, and feature adoption. The data collected after a feature ships is the most useful feedback in the design process.
How I work
My principles
-
01
Build with evidence
Every decision starts with a question, not a preference. I use personas, card sorting, SME interviews, and usability testing to understand the problem before attempting a solution. Structured research produces defensible design directions. Ad hoc exploration produces observations.
-
02
Accessibility is not an afterthought
I make accessibility decisions at the component layer, not the browser audit. I design state labels, error messages, and data structures with assistive technology in mind from the start. At DLT Labs, I led an accessibility overhaul delivering a 30% improvement across the platform, covering cognitive and visual access.
-
03
Structure before solutions
I facilitate design sprints to explore directions, build continuous testing into the workflow, and establish design standards with engineering and product teams. The process is not overhead. It is where I decide what quality means for the product.
-
04
Simplicity is the outcome, not the starting point
A workflow becomes simpler when you understand it well enough to know what to remove. The interfaces people actually rely on are the ones where the designer resolves the complexity, instead of passing it to the user.
Differentiators
What sets me apart
Research built on method, not instinct
Every project starts with a structured research approach: personas to build shared understanding, card sorting to map mental models, SME interviews to surface system constraints, and usability testing to validate decisions before handoff. Structured methods produce conclusions that hold up under scrutiny.
Accessibility as a design practice
At DLT Labs, I led a full platform accessibility overhaul covering cognitive and visual access, delivering a 30% improvement. The work started in Figma, not in a browser audit tool. It required rethinking component states, label hierarchies, and error communication from the ground up.
AI in the research workflow
I use synthetic user research to stress-test hypotheses before committing design resources. Not as a replacement for real users, but as an early-signal method that makes design decisions more defensible. I write about this practice on Substack because it requires honest thinking about what AI can and cannot tell you.
Design that accounts for the business, not just the user
Good design accounts for the roadmap, the metrics, and the engineering constraints alongside user needs. Six years of work with clients at KiwiTech and three years as design lead at KlearNow.AI required balancing user goals with business goals in every decision. That tension is part of the job.
End-to-end ownership
From research through to shipped product and post-launch measurement. At KlearNow.AI, I owned the design system, led new features from scratch, and managed a team of three designers. At KiwiTech, I ran end-to-end design across 10+ client products across B2B SaaS and web products.
Frontend development as a working skill
HTML, CSS, and how browsers render layouts are working knowledge, not background familiarity. I have written production markup and styles alongside engineers, understand how design tokens compile to CSS, and know where design decisions tend to break in implementation. That foundation makes collaboration with engineers direct and eliminates most of the friction between design files and shipped code.
Experience
Where I have worked
-
Jun 2023 — Jun 2026
KlearNow.AI
Lead UX Designer
Led end-to-end experience design for an AI-powered customs and trade compliance platform. Reduced customer onboarding time by 85% and reduced dependency on external billing tools by 65%. Introduced design sprints and continuous usability testing as standard practice. Led a team of three designers.
-
Jul 2022 — May 2023
DLT Labs
Senior Product Designer
Designed a logistics scheduling solution deployed across 400+ retail stores and 100+ suppliers, cutting delivery delays from 37% to under 5%. Led an accessibility overhaul delivering a system 30% more accessible for users with disabilities, starting from the component layer. Designed an iPad interface for global supply chain teams to track and manage assets in real-time, built for use in the field, where people are moving.
-
May 2016 — Jun 2022
KiwiTech
Principal Designer
Led end-to-end design across 10+ client projects in B2B SaaS and web products, from the first brief through to shipped product. Applied personas, card sorting, and usability testing to simplify complex user flows. Developed HTML and CSS alongside engineers so designs reached production without rework. Mentored junior designers and set quality standards the team worked to.
Expertise
What I am good at
Design
- UI/UX Design
- UX Research
- Information Architecture
- Design Systems
- Prototyping
- Usability Testing
- Design Sprints
- Developer Handoff
Tools
- Figma
- Sketch
- Adobe CC
- Miro
- Maze / Usertesting.com
- Jira / Confluence
- Claude / ChatGPT
Domain
- B2B SaaS
- Customs
- Supply Chain
- Travel
- Rental
- AI/ML Products
Craft
- Visual Design
- Typography
- HTML / CSS
- Design Critique
- Stakeholder Management
Removing features does not make
a complex workflow simple.
Understanding it does.
Open to senior & lead roles
Building something with
real complexity?
I am looking for Senior Product Designer or Design Lead. IC track or leading a small team. Products where a broken workflow has real consequences. Nine years of that specific kind of work.