Brand roots. Product thinking. Always improving.
I began in advertising — building campaigns, motion graphics, and interactive HTML5 experiences across web and OOH. That work taught me craft, clarity, and how to tell a story in seconds.
Now I apply that same storytelling instinct to product. I design intuitive flows, build scalable systems, and create experiences that bridge brand and UX — with measurable impact to back it up.
Experience
Product Designer, EugeneLabs, 2025— Present
Translated Amplitude behavioural insights into Shopify UX improvements, lifting page conversion rates by ~10% through iterative design and data-led testing.
Redesigned key customer journey touchpoints, contributing to a ~5% increase in customer LTV through reduced friction between acquisition and repeat purchase.
Led end-to-end product design for Eugene Sequence — a re-analysis of comprehensive test kits paired with a preventative gene panel — from concept and user flows through to developer-ready UI.
Designed and launched an in-app results delivery feature for the patient portal, automating a manual genetic counsellor workflow that had previously relied on email — saving $120/month in operating costs and improving the patient experience.
Operated across the full design stack — UX research, visual UI design, and Shopify optimisation — bridging Amplitude data insights with meaningful patient and customer-facing outcomes.
Senior Visual Designer, Cashrewards, 2021 — 2025
Drove growth from 800k to 3M members by designing and leading high-performing acquisition campaigns, blending UX, brand and storytelling.
Pitched and led product-focused initiatives including new workflows, user interviews, design system enhancements and worked closely with developers to ensure a smooth roll out of designs,
Developed and evolved the Cashrewards brand system, ensuring consistency across digital product, campaigns, and user touchpoints while creating a recognisable and trusted brand identity.
Gross profit grew by 13% year on year, and I played a role in building the brand strategies that underpinned this growth.
Education
UX/UI Certificate, Academy XI, 2025 - Go Pro Project: "New feature: Connecting like minded adventure creators" A project to introduce a new feature to GoPro: Quik. Focused on boosting user engagement and streamlining the editing flow, while evolving Quik into a community-driven platform for sharing adventures.
Storytelling for Influence, IDEOU, 2024 -Mastered tools and techniques to bring creative visions to life and create stories that inspire your audience.
Interactive Digital Media , SWSI, 2015