Experienced UX/UI
Product Designer

I’ve spent the last several years helping startups and product teams move from scattered design decisions and “make it look nicer” energy into cohesive, scalable product ecosystems that actually solve problems. I’m not the designer who disappears after handing over pretty screens. I like being in the middle of the messy stuff — product thinking, UX architecture, systems design, workflows, edge cases, conversion bottlenecks, developer handoff conversations, and the occasional “this entire flow needs to be rethought” moment.

My work sits at the intersection of business strategy, human-centered design, and technical execution. I can zoom out and think about market positioning, onboarding friction, retention, and operational scalability - then zoom straight back in to obsess over interaction details, spacing systems, and why one button feels slightly wrong at 2am.

Over the years, I’ve collaborated with teams across Los Angeles, the UK, Denmark, Thailand, Italy, and Latin America, which has shaped the way I approach design globally. Working across cultures taught me that good UX is rarely about trends — it’s about clarity, behavior, trust, and understanding how different people think, navigate, and make decisions. Design has its own form of body language, and I’ve learned how to read the room digitally.

I specialize in building 0-to-1 products, redesigning legacy platforms, and creating scalable UX systems for startups that are growing faster than their infrastructure. One recent PWA rebuild reduced user friction by more than 70%, mostly by removing unnecessary complexity and resisting the universal startup temptation to put seventeen features on one screen.

Because of my technical background, I work unusually well with engineering teams. I understand how systems are structured, how products scale, and what makes developers silently question a designer’s life choices. The goal is always to create experiences that are not only visually sharp, but practical to build, maintain, and evolve over time.

These days, I’m usually based in South Africa GMT +2. I work with a founder-minded mentality, stay deeply hands-on, and care a lot about building products that people genuinely enjoy using - not just products that look good in portfolio thumbnails.

I’m also part of a highly selective global network of top-tier designers and consultants, where the expectation is simple: think strategically, execute properly, and make the product measurably better.

I'm selective about who I work with - not out of ego, but because the best work happens when there's mutual respect and a shared belief that design actually matters