Specialising in User Experience Design (UX), Product Discovery, Conversion Optimization & AI Products — with a Human-First attitude.
The product is live, but the numbers don't follow. I find the levers that actually move conversion and retention — with data, user research and rapid iteration.
Scope and de-risk before you build. From the question that matters to a tested prototype — and, if you want, all the way through to launch.
AI and quick tools get you screens in minutes — but inconsistent, off-brand and hard to maintain. I turn that output into a real design system that stays consistent, accessible and on-brand at scale.
Align on the problem, the goals and the riskiest assumption — before anything is designed.
User interviews, analytics and market signals. Understand the real need, not the assumed one.
Synthesize findings into opportunities and decide what is worth building first.
Design the path a user would really take and make it clickable and testable.
Test with real users. Leave with evidence for the build — not opinion.
A free 30-minute call. No pitch, no pressure — just an honest look at your product, your users and whether I can help.