Design for users.
Strategy for
your business.
From SaaS platforms to mobile apps and AI-powered workflows, I design products that convert, retain and scale. Whether you're building from scratch or fixing what's already live, I'll find what's broken and fix it right.
Does this sound like you?
Founders and product teams come to me with the same patterns — see if yours is here.
Now you need someone to make it real.
- Not sure what to design first or in what order
- Worried about wasting budget building the wrong flows
- You need something you can actually show investors or early users
But it's not converting the way you expected.
- Users drop off and you can't pinpoint where or why
- Activation is low despite steady traffic
- You're getting confusing feedback and don't know what to fix first
But the experience isn't keeping up.
- The AI feature exists but users don't know how to use it
- The flow feels broken or confusing around the automation
- You need design that makes the technology feel effortless
They delivered something that missed the point.
- Too slow, too expensive, or simply missed the brief
- No one was thinking about the business logic — only the screens
- You need strategic thinking, not just pixel pushing
who can move fast and think strategically?
- I partner directly with founders and product teams
- Clear process, clear priorities, no agency overhead
- From audit to execution, focused on business outcomes
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
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.
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
Before becoming a product designer, I spent five years in HR inside a company, managing processes, systems and the people who use them. That background changed how I design.
Most designers open Figma and start with the interface. I start with the 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.
Based in London. Working with founders across Europe — Spain, Italy, remote.
Things founders often ask me
Ready to build or fix something?
Tell me about your product idea or what you're trying to improve.
I'll get back to you within 24 hours, no sales pressure.