A customer-obsessed strategist turning insights into impactful design solutions.
London-based and ready for my next opportunity, I focus on helping businesses bring their ideas to life with exceptional, captivating products.
Collaboration drives my creativity, and I excel in teams with a strong culture and high-impact mindset.
As a passionate advocate for accessibility and inclusion, I facilitate workshops and contribute as a tutor at Mission Ready, guiding aspiring UX designers.
From start to finish, I thrive in ambiguous environments, embracing challenges that deliver value to people and businesses.
MY VALUES
Challenging Norms ✷ Continuous Improvement ✺ Embracing Ambiguity ✻ Mutual Respect ✹ Keeping it Simple ✷ Candid Relationships ✺ Getting it Done ✷ Endless Passion ✽ Glass Half Full ✶ Empathetic Connections ✽ Trusting Your Gut ✷ Serious About The Craft ✶ Not So Serious about Yourself
Experience
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Senior product designer at Dojo Bookings (B2B2C), a restaurant management system focused on acquisition and operations. My work centres on giving restaurants the tools they need to drive repeat guests and streamline their operations, all while providing seamless consumer experiences.
Key focus areas
♻️ Delivering value quickly through rapid iterations, always focused on adding meaningful value without overbuilding.
🤝 Continuously testing and refining to solve real problems, ensuring every feature meets customer needs effectively.
Dojo.tech -
Paloma is one of the largest and most successful venture studios in Australasia. They create, accelerate, incubate and fund new ventures and digital products.
As Product Design Lead, I spearheaded projects starting from initial research and strategy, all the way to successful delivery, while maintaining a strong collaboration with our dedicated product and technology teams.
I also took on the responsibility of mentoring a talented designer in our Auckland office, ensuring their professional development and empowering them to consistently deliver exceptional work.
palomagroup.com -
During my time at Roam, a global digital consultancy, I helped clients design, build, and grow exceptional digital-first businesses and products.
Our team of experienced consultants brought the inventiveness and agility of a startup to deliver successful, secure, and desirable solutions for enterprise clients.
Our approach focused on simplicity, elegance, and efficiency, ensuring rapid delivery and solid engineering practices.
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During my tenure at DDB Group Aotearoa NZ/Tribal NZ, an esteemed advertising and communications agency, I played a pivotal role in developing innovative campaigns and delivering strategic marketing services.
Our agency's commitment to bold and imaginative ideas allowed us to captivate audiences, prompting them to think, feel, and take action. These efforts consistently yielded tangible growth for our clients, as evidenced by the numerous industry accolades and recognition we received, highlighting our effectiveness and creativity.
In close collaboration with creative and production teams, I contributed to the realisation of digital concepts, ensuring exceptional user experiences. By shaping the tone, appearance, and functionality of client projects, I ensured their alignment with the brief and brand guidelines.
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During my internship at 360 Design in New York, I created intuitive visual design solutions and collaborated with a multi-disciplinary team. I presented to diverse clients, worked closely with strategists and developers, and gained valuable experience in client engagements.
Initially selected for a three-month Design Internship through the AUT interNZ 2016 International Scholarship, I was lucky enough to extend my time there by an additional six months, contributing to the team and projects.
My Process
My process is based on human-centred and design thinking principles. I believe in putting users first in order to create exceptional experiences that make a real difference in people's lives. Every client is different, and I tailor my approach to fit their unique challenges, goals, and business objectives.
Exploration
Diving deep into the details, researching business challenges, goals, brand uniqueness, market competition, and what users really need. I get to the heart of their problems and challenges through interviews, surveys, and observations. This research phase helps my team and me truly understand and relate to our users.
Competitive analysis
Alignment workshops
Kick-off workshops
Data Analysis
User interviews
Stakeholder interviews
User personas
Empathy maps
Game Plan
After analysing the collected data, we identify the pain points of our users. We create personas and user journeys to gain a deeper understanding of their needs and experiences. With this knowledge, I can strategically plan by establishing clear objectives, defining product features, and assessing the project's scope. This strategy ensures that our efforts have a meaningful impact on the business.
Prioritisation
Product Strategy
Problem framing
Vision framing
Value proposition canvas
User journey mapping
Trend analysis
Performance Monitoring
Opportunity identification
The Magic
Now let's get creative! We collectively generate a bunch of ideas without judgment, using brainstorming techniques. During this ideation phase, we also consider the visual direction and creative direction to ensure our solutions are visually appealing and aligned with the overall project goals. Our aim is to design captivating experiences that make it easy for users to achieve their objectives.
Brainstorming techniques
Sketch storming workshops
Crazy 8’s
Creative collaboration workshops
Lightening Demos
Design Sprints
After generating ideas, the next step is to create an interactive prototype, which brings the design to life. This can be achieved by collaborating with developers or by utilising tools like Figma. The goal is to provide users with a tangible and interactive experience that they can provide feedback on.
Bring it to Life
User flows
Information architecture
Storyboards
Low-fidelity prototypes
High-fidelity prototypes
Wire-framing
Design systems
Testing 1, 2
In the final step, we put the prototype to the test with real users. I will observe how they interact with it and collect their valuable feedback. This feedback becomes the foundation for refining the prototype and making necessary improvements.
Usability testing
A/B testing
Iterative refinement
Feedback sessions
Interactive prototype
Launch it
I follow an iterative approach, continuously enhancing the product based on user feedback, performance evaluations, and alignment with business objectives. Even after the product is launched, we keep gathering user feedback and reviewing its performance. This allows us to fine-tune the product, align it with business goals, and ensure user satisfaction. It's an ongoing process of launching, learning, and making the necessary adjustments.
Performance monitoring
User Feedback
Measure product performance
Analyse data
Design iteration & optimisation
Let’s see what we can create together
