Where cockpit precision meets user-centered design. 11 years in commercial aviation — where bad interfaces aren't just frustrating, they're dangerous — shaped how I approach every digital product I build.
SELECTED WORK SAMPLES ACROSS DESIGN CATEGORIES
SELECTED PROJECT CASE STUDIES
STANDARD PROJECT PARAMETERS
* Scope varies based on project complexity and requirements
All projects include initial consultation, revision rounds, and final file delivery.
ENGAGEMENT OPTIONS & COMMUNICATION PROTOCOLS
NAVIGATE TO KEY SECTIONS
Let's discuss your design needs and create a solution that elevates your brand and delivers exceptional user experiences.
CLICK ANY PHASE TO EXPAND — SIX-STAGE END-TO-END PROCESS
Deep dive into user needs, business goals, and market landscape. No design decisions are made until we have evidence — assumptions are the most expensive thing in product design.
Transform research insights into a clear design strategy. Cross-functional ideation with engineering, product, and business ensures we solve the right problem — not just a design problem.
Create a visually cohesive design system — not just screens. A component library built in Figma with tokens, variants, and states is the foundation that makes development faster and design consistent at scale.
Build interactive prototypes that simulate the real product experience. Micro-interactions are not decorative — they communicate state, build trust, and guide users through complex flows.
Test with real users before development begins. Each round of testing reduces rework cost exponentially. I run moderated and unmoderated sessions, analyse findings, and iterate — typically across 3–4 rounds.
Handoff is where most design vision is lost. I stay embedded through development — running bi-weekly design QA sessions, answering engineering questions in real time, and ensuring the shipped product matches the design intent.
NON-NEGOTIABLES ON EVERY PROJECT
HOW WE STAY ALIGNED
PRIMARY DESIGN & PROTOTYPING STACK
A systematic design process is the difference between a product that ships and a product that succeeds. Let's apply this methodology to your next challenge.
11 years in commercial aviation taught me that bad interfaces aren't just frustrating — they're dangerous. That precision and systematic thinking is what I bring to every digital product I design. I lead end-to-end design processes: from stakeholder alignment and user research through to design systems and developer handoff.
CLICK ANY ROLE TO EXPAND — PROFESSIONAL HISTORY
Design is not decoration — it's decision-making under constraint. I believe the best products come from designers who understand the business, empathise with the user, and communicate clearly with engineering. My aviation background isn't a metaphor; it's a methodology. Checklists, precision, system thinking, and the understanding that small errors compound into critical failures.
SECTORS ACROSS 8+ YEARS OF PRODUCT DESIGN
Whether you need a Design Lead embedded in your team, a complete product redesign, or a design system built from scratch — I'd like to hear about your challenge.
GRAPHIC DESIGN · UX/UI · DIGITAL ART
STANDARD PROJECT PARAMETERS
* Scope varies based on project complexity and requirements
All projects include initial consultation, revision rounds, and final file delivery.
HOW WE STRUCTURE THE WORK
STANDARD OPERATING PROCEDURE
Every project is different. Let's have a quick conversation about your goals and I'll recommend the right scope and engagement model.
TechCorp Industries approached us with a critical product problem: their mobile banking app had a 2.2 star rating and was losing users to agile fintech competitors at an accelerating rate. With 89% of users abandoning onboarding and a Net Promoter Score of -12, the product was actively damaging the brand. As Product Design Lead, I was brought in to lead a complete end-to-end redesign — from discovery through to launch.
MY ROLE AS DESIGN LEAD
I owned the full design process: stakeholder alignment, user research strategy, UX architecture, UI design system, and developer handoff. I embedded with cross-functional teams — product, engineering, compliance, and data — to ensure design decisions were grounded in both user needs and business constraints. This is what separates a Design Lead from a UI designer: accountability for outcomes, not just outputs.
THE OUTCOME
The redesigned experience launched on schedule and exceeded every success metric within 60 days. App store ratings jumped from 2.2 to 4.7 stars, onboarding time was reduced by 70%, and customer support volume dropped 55%. The mobile design system was subsequently adopted across 12 financial products within the organisation.
Facilitated 12 stakeholder workshops across product, engineering, compliance, and executive teams to define business constraints and success criteria.
Design decisions without business context create solutions that ship but never scale. Alignment at the start prevents costly rework mid-project.
Discovered that perceived security — not actual security — was the primary driver of user churn. This reframed the entire design strategy.
Conducted 25 in-depth user interviews, 5 mobile diary studies, and 6 months of analytics analysis across iOS and Android cohorts.
Surface-level complaints ("It's too slow") rarely reveal root causes. Deep research exposes the emotional and cognitive friction points that analytics cannot show.
Users didn't need fewer steps — they needed emotional reassurance through progressive disclosure and haptic feedback at trust-critical moments.
Led 4 cross-functional design sprints using "How Might We" frameworks, rapid sketching, and prioritisation matrices with mobile, security, and product teams.
Involving engineering and compliance in ideation — not just review — surfaces technical constraints early and builds team ownership of the solution.
Biometric authentication combined with step-by-step progressive disclosure became the differentiating design pattern, approved by security and legal.
Built a full mobile design system in Figma — components, tokens, motion specs — and created high-fidelity interactive prototypes for 40+ screens.
A design system ensures consistency at scale and reduces developer handoff friction by 60%. It becomes the single source of truth across platforms.
Haptic feedback patterns required dedicated testing protocols — the timing of micro-interactions was critical to building perceived security.
Ran 4 rounds of moderated usability testing with 30 participants across iOS and Android, iterating designs between each round.
Testing with real users before development investment ensures engineering resources are spent building the right thing — not fixing it post-launch.
One-handed usage testing revealed that 75% of mobile financial actions happen with the thumb alone — this required a full navigation restructure.
Delivered annotated specifications for iOS and Android teams. Ran bi-weekly design QA sessions during development sprint cycles.
A designer's job doesn't end at handoff. Design QA during development is what separates shipped products that match the vision from those that don't.
Platform-native patterns (iOS Human Interface Guidelines + Material Design) were enforced strictly to maintain user confidence on each OS.
Whether you need a Design Lead embedded in your team, a complete product redesign, or a design system built from scratch — let's talk.
NOTES ON DESIGN, AVIATION, AND THE SPACE BETWEEN
CONTACT INFORMATION & PROJECT COORDINATION