Work Experience

Sole product designer across HomeMade's 4-platform ecosystem, redesigning the Budget & Expenses experience ahead of a government-mandated regulatory deadline.

Regulatory Design

Redesigned the Budget & Expenses experience across HomeMade's Customer and Staff platforms ahead of the "Support at Home" government reform deadline — naming the key balance figure "Estimated Available Funds" rather than "Balance," with an expandable breakdown, designed for the real lag in the underlying data rather than a precision it couldn't promise. Research kept finding the display was never the problem, so the work became changing what the product measures — moving the headline figure onto the customer's own care-plan budget, a number the business sets directly and knows exactly.

Platform Ownership

Sole product designer across a 4-platform ecosystem (Customer, Staff, Provider, Coordinator), holding design authority across each.

Validation

Validated the new funding model directly with customers through usability testing, against a compressed regulatory timeline.

Engineering Scaling

Established "Dual-Kickoff" protocols (video walkthroughs + Definition of Ready gates) to keep design intent intact as engineering scaled from 11 to 20, including a new offshore team in India.

AI Governance

Contributed to the organisation's AI Usage Standard and used AI-augmented workflows to prototype a future-state platform vision alongside day-to-day delivery.

Budget & Expenses case study →

Designed the Founder's Dashboard end-to-end, moving Birchal's core fundraising experience from agency-assisted to self-serve, and stepped into interim squad leadership after the contract CTO's departure.

Self-Serve Design

Designed the Founder's Dashboard end-to-end, moving Birchal's core fundraising experience from a high-touch, agency-assisted model toward self-serve.

Test Design

Built the A/B test against the existing dashboard in Maze, rebuilding the old one to matching visual fidelity first so the comparison measured usability rather than polish. My role ended the day before it launched, so the design shipped complete but unproven.

Roadmap Ownership

Replaced ad-hoc weekly prioritisation with a roadmap tied to shareholder goals, giving the team room to execute on long-term work instead of re-litigating priorities weekly.

Handover

Full high-fidelity designs, documented component variants and interaction states with micro-animation specs, accessibility annotations, responsive breakpoints and engineering handover documentation — complete at the point I left, not partway.

Interim Leadership

Stepped into interim squad leadership after the contract CTO's departure, representing the product function in shareholder meetings until a permanent Head of Product was hired.

Founder's Dashboard case study →

Designed MAP, Sidekicker's Multi-Agency Platform, and redesigned the worker rating system — both aimed at extending trust and transparency across a two-sided marketplace.

Platform Design

Designed MAP, Sidekicker's Multi-Agency Platform — extending the control and transparency clients already had over Sidekicker-sourced workers across every staffing agency they used, without losing the trust of agencies using a platform built by a direct competitor. Against a launch target of three committed early adopters, roughly 2,200 clients adopted it — 3.8% of the client base two months post-release, at a 60% client and 55% agency activation rate.

Behavioural Design

Redesigned the worker rating system using behavioural-design principles — adaptive pre-canned responses, decoupling ratings from timesheet approval — to directly address customers' fear of retaliation, driving a 620% increase in worker reviews in the first month against a 300% target, and a 210% increase in new customers opting in against a 100% target.

Data Quality

Redesigned the business registration and signup flow, resolving data-quality issues that were causing incorrect registrations — a 34% reduction in misregistrations and a smoother onboarding funnel for new clients.

Team Process

Introduced a "Travelling Designer" model and clearer documentation standards, letting designers execute end-to-end across product streams without handover friction. Replaced one-size-fits-all reviews with decks sized to their audience — metrics for leadership, technical logic for engineers — to cut the feedback noise that was stalling launches.

MAP case study → Worker Reviews case study →

Architected a modular design system for financial dashboards across multiple investment brands, with a focus on accessibility for both new retail investors and experienced high-net-worth users.

Design Systems

Architected a modular design system for high-fidelity financial dashboards across multiple investment brands, cutting development time by 68%.

Accessibility

Redesigned high-traffic promotional pages with accessibility features (text-to-speech, dynamic font scaling) for an older demographic, contributing to a 53% conversion rate among new customers.

Compliance

Designed WCAG-compliant interfaces translating volatile market data (crypto, small-caps) for new retail investors and experienced high-net-worth users alike.

Designed UI and digital assets across a range of client briefs in a fast-turnaround agency environment.

Built accessible visual communication systems for consumer brands including GO Holidays. Led the rebranding rollout, keeping it consistent with global brand and accessibility standards.

Designed and built motion UI assets in Unity for the feature film The Meg. Several of the interface designs made the final theatrical cut.