Design for users,
structure for
digital products.
From SaaS platforms to mobile apps and AI-powered workflows, I design products that convert, retain and scale. Whether building from scratch or fixing what's already live.
You have the vision.I'll make it real.
Most founders start with the wrong screen. The priority order matters — it affects what you can show investors, what early users can actually test, and where your budget goes. I map what to design first and why, so nothing gets wasted
Launched.
But it's not converting the way you expected.
Drop-off is real but invisible. You're getting feedback that contradicts itself. Activation is lower than it should be and you're not sure what to fix first. A UX audit finds the exact point where the experience loses people — in days, not months.
The tech works.
Your users don't know what to do with it.
AI features fail at the interface layer, not the model layer. The flow feels disconnected. Users don't trust it. Nobody reaches the "aha" moment. I design the experience around the technology so it feels effortless.
Three ways I can help your product
From a UX audit to a full product build or a new website, I work from where you are, not from a fixed template.
Your product is live but something's off — users aren't converting, activating, or staying the way you expected. I find exactly what's breaking and why.
- Discovery & full UX audit
- Heuristic evaluation
- User flow & conversion analysis
- Prioritised action report
- 30-min walkthrough call
For founders building a SaaS, app or AI-powered product. From zero to a high-fidelity UI your dev team can build from, and your users can actually navigate.
- Discovery & UX audit
- Information architecture
- Wireframes & prototype
- High-fidelity UI — desktop & mobile
- Design system & developer handoff
For businesses that need a website that actually does work — sharp messaging, strong visual identity, and a Framer build that's ready to launch.
- Brand direction & visual identity
- Copy structure & messaging
- Framer build with animations
- SEO setup & performance
For startups and businesses that need a visual identity that feels intentional — not generic. A brand system that scales from pitch deck to product UI.
- Logo & visual identity
- Brand guidelines & typography
- Colour system & iconography
- Brand voice & tone direction
- Brand kit handoff
What I actually look for
Every audit covers the same critical areas, the ones that consistently cost startups signups, activations, and revenue.
Where do users drop off? What's time-to-value? Is the first session building habit or confusion?
Can users find what they need? Do labels match how users think?
Is your value prop clear? What friction is blocking the upgrade decision?
Does layout guide attention to what matters? Is typography readable?
Work that moved metrics.
Each project focused on a real problem, real users, and a measurable outcome.
850 rows of Excel and dense legal documents → an enterprise SaaS non-technical users navigate with confidence. GDPR, HR, occupational health, training and more.
Redesigned a web platform into an AI-driven iOS app. Rebuilt full IA, adaptive learning roadmap and personalised onboarding — making AI visible, not hidden.
43% of job seekers apply across 2+ industries. Full UX research, A/B testing and iOS design for a smarter job app that respects their time.
Designing products
with intention
Most designers open Figma and start with the interface. I start with your users and organisation: who makes the decisions, where the friction is, what the compliance constraints are, and what will actually get built.
Right now I'm focused on SaaS platforms, enterprise tools and legal-process products, the kind of complex, regulated systems where bad UX has real consequences.
I'm also building expertise in AI and workflow automation, which means I can help you design not just the product, but the logic behind it.
¿Prefieres hablar en español? Trabajo con fundadores en España y Argentina.
Based in London. Working with founders across Europe — Spain, Italy, remote.
Hiring or curious to see more? There’s an interactive portfolio dashboard with case studies, metrics and how I work day to day.
From first call to final product
30 minutes to understand your product, your users and your biggest friction points.
I map the problems and define what needs to be solved, in what order, and why.
Wireframes, prototypes, high-fidelity UI — with your feedback at every stage.
Clean Figma files, documented components and a product ready to build or ship.
Things founders often ask me
Let's build something
that actually works.
Tell me about your product or what's not working
I'll get back to you within 24 hours. No pitch, no pressure.