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 — 2026 June
Redesigning and coding high-traffic website pages with UX principles in mind, improving clarity and conversion across key customer touch points.
Analysing Amplitude behavioural data to optimise the user experience and customer journey from discovery to conversion.
Improving and maintaining the design system across web and the patient portal application in Figma, ensuring consistency and scalability across touch points.
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.
Conducting user interviews and testing workshops to identify jobs to be done, surface friction points, and inform product direction.
Leading end-to-end product design for new features — from user flows and wireframe through to developer-ready UI — across UX research, visual design, and Shopify optimisation.
Senior Visual Designer, Cashrewards, 2021 — 2025 October
Drove growth from 800k to 3M members by designing and leading high-performing acquisition campaigns.
Designed automated eDM systems in collaboration with engagement and loyalty squads, boosting personalisation across user communications while reducing campaign launch time by 60% and campaign cost from ~17k per rollout.
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.
Launched a nationwide brand campaign that strengthened brand awareness and improved key perception metrics, positioning Cashrewards as a household name.
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