- Leading end-to-end design for OneID services, including orchestration and soft product rebrand.
- Scaled weekly verification journeys from ~3k to 800k+ (250× growth) by redesigning KYC, identity and age verification flows, increasing conversion and enabling enterprise adoption across major clients including NatWest, Adobe, and DocuSign.
- Increased completion rates by 47% through a complete redesign of verification journeys, including rebranding, UX/UI improvements, error recovery mechanisms, and verification decision logic optimisation.
- Reduced returning-user verification costs by ~66% and improved completion speed (−91 seconds) by introducing a reusable identity system, enabling users to skip redundant steps through secure data reuse.
- Reduced first-time user verification costs by 31% by re-architecting verification flows to eliminate unnecessary SMS usage on low-intent and unverified journeys.
- Unlocked product scalability across enterprise clients by transforming rigid journeys into configurable, flexible verification flows.
- Improved user adoption for key client by up to 15% by identifying adoption barriers through client collaboration and data-driven UX decisions using behavioural analytics (PostHog, DataDog, Lyssna).
- Progressively took ownership of UX strategy for cost, performance, and growth by auditing end-to-end journeys and identifying opportunities across product and operational layers.
- Enabled product-led growth and sales efficiency by designing internal tools — self-service portal, testing environments, developer documentation.
- Accelerated delivery speed and design consistency by building and scaling a Figma design system and introducing AI-assisted workflows (Figma Make, Claude).
- Led cross-functional alignment and product direction across Product, Engineering, and Commercial to support enterprise scale and go-to-market.
- Led design and documentation across residential and mixed-use projects; managed consultant coordination and planning submissions.
- Worked across large-scale residential developments, producing detailed design packages and managing contractor communication.
- Designed and delivered high-end residential projects from concept through planning and technical design stages.
- Supported the design and documentation of heritage and residential projects; gained experience in planning and building regulation applications.
"I believe good products create a nearly invisible flow. Whether physical or digital, people want to find their way with ease, and maybe even enjoy the journey. That's why I'm interested in both the systems behind the experience and the interface in front of it. I design for clarity, reducing friction and helping people move confidently from one step to the next."
Figma
Claude
ChatGPT
GitHub
Cursor
Photoshop
Illustrator
InDesign
Jira
Confluence
Lyssna