Sonnet (Definity Financial) · Regulated P&C insurance (B2C)

• Led the redesign of a high-friction customer workflow from discovery through launch, resolving a direct business tension between honouring intent to leave and protecting retention.
• Designed a conditional self-serve flow around user motivations and exit scenarios, mapping each path against the regulatory requirements governing cancellation.
• Negotiated compliance requirements directly with legal, product and engineering, turning a legally constrained process into a flow the business could ship without weakening customer protections.
• Deflected 78% of cancellation requests digitally through a compliant self-serve flow, with 44% of customers completing it end to end, lifting retention 2% year over year.
• Led a CRM to landing journey redesign across marketing and product touchpoints, nearly doubling purchase rate year over year with several times the funnel volume.
• Ran usability studies and A/B tests to validate ideas early, iterating on key workflow steps using behavioral data and customer feedback.
• Used AI-assisted prototyping to rapidly test scenarios, refine workflow logic, and align faster with product, engineering, and stakeholder teams.

Mango Digital · Digital Product Agency

• Directed strategic design initiatives for client engagements, supporting business development efforts that contributed to 24% revenue growth in 2023.
• Designed responsive web experiences and visual systems for multiple clients, balancing usability, brand storytelling, and component reusability across digital touchpoints.
• Led visual explorations and built the scalable component libraries other designers and clients then worked from across marketing and product experiences.

Manr · B2C Startup (Seed Stage)

• Reshaped the brand identity around the product philosophy and set product goals through user research and persona building.
• Built the design system ground layer the team then designed on, and redesigned the landing page to draw prospective users in, working through iterative cycles with responsive design.

29Labs · B2C Startup (Seed Stage)

• Owned 0 to 1 design of a native mobile app, from user research through hi-fi and developer handoff within an agile team.
• Set the design system foundations adopted across the company's digital products.

Adriel · Global AdTech Platform (B2B SaaS)

• Designed data-intensive SaaS experiences such as dashboards, filtering systems, and workflow tools, translating complex datasets and technical requirements into clear interaction patterns with reduced cognitive load.
• Collaborated closely with engineers and product stakeholders to rapidly prototype and refine user flows through iteration and feedback.

Earlier experience