The Challenge:

The task was to partner with major multinational retailers like Starbucks and Tesco to design and deliver complex, enterprise-level services. This required translating intricate business needs into scalable, user-centric solutions while leading the design strategy for multiple products.

The Strategy: Client-Centered Leadership

My approach was rooted in deep collaboration and strategic leadership. I led discovery, research, and prototyping phases, ensuring that every design decision was a direct translation of a client’s complex needs. Beyond the projects, I focused on building a stronger design practice from within, mentoring junior designers and fostering a culture of open dialogue and shared practices.

The Execution: Building Systems, Streamlining Workflows

This role was about more than just delivering a single product; it was about building a foundation for future success. I managed stakeholder relationships and facilitated workshops to ensure alignment across teams. A key part of my work was helping to grow and maintain a comprehensive design system, ensuring visual consistency and developer alignment across multiple digital products.

💪 The Outcome: Operational Efficiency and Flawless Adoption

My work resulted in measurable improvements that went far beyond the user interface. It created real business value and streamlined operations.

• 1. Achieved seamless user adoption with zero drop-off during the replacement of legacy systems.
• 2. Reduced manual errors by 40%, boosting data reliability and cutting costly mistakes for our clients.
• 3. Streamlined workflows for volume, cost, and margin, improving profit margins and speeding decisions.
• 4. Built a cohesive and scalable design system, aligning cross-functional teams and accelerating future product development.
• 5. Contributed to team growth by actively mentoring junior designers and supporting recruitment efforts.

This experience highlights my ability to lead complex design initiatives, manage stakeholder relationships, and contribute to both the product and the culture of a design team.

Read Case Study: Here

The Challenge:

I joined GSK's intelligent automation team with a mission to design early-stage AI and machine learning tools for a large enterprise user base. The key challenge was to translate complex technological concepts into user-friendly solutions that would genuinely streamline internal workflows and improve efficiency.

The Strategy: Building a Foundation for Innovation

My approach was to establish a strong strategic foundation from the very beginning. I led stakeholder workshops and brainstorming sessions to understand their needs and align on a clear product vision and value proposition. By developing a comprehensive UX strategy roadmap, I created a shared blueprint for the team's work.

The Execution: Accelerating Discovery and Delivery

I contributed to the early-stage design of various AI and automation tools, including conversational chatbots and machine learning applications. Using methodologies like the Design Sprint, I was able to rapidly accelerate the discovery and delivery phases, ensuring that our concepts were validated quickly and aligned with the strategic roadmap.

💪 The Outcome: Laying the Strategic Groundwork

This role was focused on laying the groundwork for future success. By the end of my time there, I had helped to:

• 1. Align product vision across different business units, creating a unified understanding of project goals.
• 2. Streamline internal workflows through the design of efficiency-focused AI and automation tools.
• 3. Establish a scalable UX strategy roadmap, providing a clear path for the team to move from discovery to delivery.

Through this role, I demonstrated agility in high-speed environments while shaping strategy in the evolving area of AI-powered design.

The Challenge:

Betbull’s ecosystem included both sports betting and esports apps. The challenge was to improve user engagement and retention across both platforms while contributing to a unified, white-label design system that would ensure a consistent and high-quality user experience.

The Strategy: Iteration and Collaboration

My approach was to work in a highly collaborative and agile environment. I partnered closely with product managers and developers to define and prioritize the feature backlog. This ensured that my design work was always aligned with product strategy and business goals, allowing for efficient and impactful iterations.

The Execution: Building a Cohesive Experience

I focused on the details of the user experience, from ideation to delivery. I designed and refined user flows and interfaces, directly contributing to improvements in both apps. A key part of my role was to help establish and document a reusable component library, ensuring that design guidelines were maintained and a consistent look and feel was present across all products.

💪 The Outcome: Improved Engagement and Accelerated Delivery

My contributions helped to lay the groundwork for a more cohesive and efficient design process. The result was a more consistent user experience, which in turn:

• 1. Improved engagement and retention across the sports betting and esports apps.
• 2. Accelerated feature delivery by contributing to a cross-platform design system.
• 3. Ensured a consistent user experience by helping to maintain and update design guidelines.

My experience demonstrates my ability to excel in agile environments, build design systems from the ground up, and deliver measurable improvements to user experience through collaboration.

The Challenge:

The mission was to support a variety of startups and innovation projects, often in a lean, agile environment. This meant acting as a versatile UX/UI designer, guiding products from their initial discovery phase all the way through to delivery, while balancing strategic thinking with hands-on execution.

The Strategy: Defining the Vision

My approach was to establish a clear foundation for every project. I conducted in-depth UX research, including audits and competitor analysis, and crafted key strategic assets like personas, user flows, and information architecture. This work was crucial in guiding the product vision and ensuring that usability was at the forefront of every decision.

The Execution: Bridging Design and Development

I was responsible for bringing the design vision to life. Using tools like Adobe XD and Zeplin, I created everything from wireframes and prototypes to high-fidelity mock-ups. My role extended beyond the design phase; I collaborated closely with front-end developers, supporting them with implementation and conducting QA to ensure every detail was pixel-perfect. I even assisted the business development team by creating quick prototypes and slide decks to pitch new ideas to clients.

💪 The Outcome: From Concept to Cohesive Product

By supporting projects from end-to-end, I was able to deliver tangible results for a range of B2C and B2B products.

• 1. Established strategic direction for new products by defining MVPs, features, and UX strategies.
• 2. Ensured usability through in-depth research and the creation of clear user journeys and information architecture.
• 3. Facilitated a smooth handoff between design and development, ensuring that the final product accurately reflected the design vision.
• 4. Contributed to business growth by creating compelling prototypes for client pitches.

I combine expertise in leading challenging design projects with the interpersonal skills to manage stakeholders and strengthen the collaborative culture of a design team.

The Challenge:

My role at Contrado was a hybrid position, requiring me to balance UX/UI design with front-end development. The primary project was to lead a full UI/UX revamp of the company’s internal CRM, a complex tool used daily by over 200 staff. The goal was to improve its usability and efficiency, while also supporting the development team with implementation.

The Strategy: A Research-First Approach

To tackle this challenge, I began with a rigorous research phase. I led stakeholder interviews, conducted competitor analysis, and used techniques like card sorting to build comprehensive personas and define the information architecture. This data-driven approach allowed me to create clear user journeys and interaction flows, ensuring every design decision was grounded in user needs.

The Execution: From Prototype to Product

I was responsible for bringing this vision to life. I created wireframes, high-fidelity mock-ups, and interactive prototypes using Adobe XD and Photoshop. By conducting usability tests and A/B testing before launch, I was able to optimize the product and validate my design decisions. My hybrid skill set also allowed me to directly support the front-end team with HTML5, CSS3, and SASS/SCSS implementation, and to help fix bugs, ensuring a smooth and accurate transition from design to development. This experience was instrumental in solidifying my passion for UX/UI design over coding.

💪 The Outcome: A Transformed Internal Tool

The revamp of the CRM resulted in significant improvements to the tool's performance and the daily workflow of the team. My work led to:

• 1. A major improvement in usability and efficiency for the internal CRM, which was used daily by over 200 employees.
• 2. Optimal product usability thanks to thorough A/B and usability testing.
• 3. Intuitive design decisions informed by comprehensive user research and competitor analysis.
• 4. Direct support to the development team, ensuring the final product was a high-quality, pixel-perfect reflection of the design.

Through my work, I’ve gained the ability to take ownership of the full design lifecycle, while also bringing technical awareness that enables smoother collaboration and stronger outcomes.

My journey from a Marketing Assistant to a Senior Product Designer has been a progressive evolution, with each role building on the last to create a versatile and robust skill set.

The Affiliate People

UX/UI Designer and Front-End Developer

(Oct 2015 – May 2017)

This hybrid role was pivotal in sharpening my focus on conversion rate optimization. I honed my skills in UX research and experience architecture, using tools like Google Analytics to define and test A/B campaigns that directly improved website performance. I also designed a variety of assets, including high-fidelity landing pages and client branding, and led a full website redesign that improved usability and client satisfaction.

Penn Elcom Online

UX/UI Designer and Digital Marketing Manager

(Oct 2014 – Oct 2015)

In this role, I expanded my abilities beyond design to encompass digital marketing strategy. I was responsible for crafting and implementing microsites and e-commerce templates, managing email marketing campaigns, and building the company's social media presence, which grew engagement by 20%. This experience gave me a holistic understanding of how design, marketing, and business goals align.

Tech Data, Management Solutions, & Vodafone

Marketing and HR Assistant

(Jun 2011 – Apr 2014)

My early career provided me with a crucial understanding of business fundamentals. I gained hands-on experience in communication, campaign coordination, and brand collateral creation. I also developed a strong sense of organizational management and data analysis by assisting with financial reporting, HR administration, and maintaining customer databases. While these roles were not strictly design-focused, they provided an invaluable foundation in business operations and strategy that informs my work as a designer today.

Front End

• Created and maintained the front-end standards document and oversaw production of Javascript, HTML and CSS.
• Designed new microsites, landing pages and templates.
• Created content and graphics for the cooperative websites and numerous third party websites.
• Created and maintained the front-end and content for e-commerce platforms (IRP e-commerce).

Email Marketing Design

• Designed and developed email creatives (newsletters) following responsible guidelines.
• Using external email service providers (Constant contact) to identify any possible delivery problems.

Graphic Design

• Redesigned and unified marketing materials and collateral that gave rise to a new product image and elevated the brand to a more elegant corporate feel.
• Produced custom signage and gift card holders used at annual marketing and sales events.
• Assisted in marketing and advertising design objectives (Logos/ Ads/ Banners/ Brochure/ Roll up/ Posters).
• Designed web pages, print collateral and email marketing templates used to create new corporate images for company relaunch.
• Designed a stand and exhibition for important international events.

Community Management

• Transformed a relatively non-existent social media profile into an online presence across Twitter, Facebook, Google+ and Youtube and company branding..
• Expanded client communities and assisted in locating target audiences by proposing social media strategies.
• Increased brand awareness by 20% through the use of social media and helped maintain a presence on the web.
• Generated reports on social media and digital campaigns to demonstrate ROI and provide insights for strategies to utilize in the future.

Web Analytics

• Analyzed traffic and made necessary changes for a better user experience.
• Assisted in the monitoring and reporting on website traffic and performance.

Email Marketing

• Designed, coded (HTML/CSS) and integrated new emails (newsletters) for multiple clients’ such as: Apple, Microsoft, Acer, Toshiba, Vodafone…
• Created custom micro-sites including banners and others web's graphic elements.
• Built and implemented features and worked on solving bugs/performance issues.

Graphic Design

• Developed designs that clearly communicated the company's brand identity.
• Produced pre-press files for a variety of printing vendors.
• Designed ads, flyers, special sections, brochures, posters, logos and business cards for multiple publications (offline and online)
• Handled multiple projects, many with conflicting deadlines.

Finance Assistant

• Reported monthly expenses and revenues to the manager.
• Managed inventories in the warehouse in order to keep up with sales.
• Prepared presentations and spreadsheets used in upper management meetings.
• Created monthly Payroll reporting, used in the client billing process.
• Prepared scheduling documents, mailing lists, thank you letters and request for contribution mail packets.
• Maintained and balanced three checking accounts.

Internal Event Assistant

• Planned, organized, and executed large and small scale events.

Finance Assistant

• Performed a vast range of tasks from reconciliation of monthly bank statements, to processing payroll for +90 employees and taking care of their’ finance issues.

HR Assistant

• Generated and checked financial paperwork to correct pay issues for service members, completed new hire forms and entered employee data in the Human. Resources Information System. Processed payroll in time and attendance system and administered benefits to ensure accurate payment and classification for employees.

Assistant

• Maintained, created and analyzed customer database using CRM (Parrot), Access, Excel, assisted in the development of marketing offline projects (point-of-sale).