01

About

I design for two audiences at once: the user and the P&L. I make complicated things feel obvious, designing products that ship, scale and earn their keep. Across 8+ years in health, human optimisation, and emerging platforms, the best work I've done has always done both at once.

I think in systems and work end-to-end, taking complex, ambiguous problems and turning them into products that feel simple, from a startup's first release to features shipping to tens of millions. I care as much about why something ships as what ships.

I stay close to the data and close to the build: analysing how people really use a product, stripping out what gets in the way, and partnering tightly with engineers, PMs and analysts to ship. To me, great design is clarity, fewer steps, sharper decisions, and better outcomes.

02

Work Experience

SEPT 2024 - PRESENT

Senior Product Designer, Flo Health

  • Leading commercial design across the premium and paywall surface, running growth experiments that have lifted ARPU by 70%+ on a platform serving 70M+ users globally.

  • Designing the end-to-end subscription experience, reframing upgrade moments as something users opt into rather than resist, and growing free-to-paid conversion.

  • Designing Flo's paywall and subscription hub end-to-end — the platform's primary monetisation surface — turning upgrade moments into experiences users opt into rather than resist, and growing free-to-paid conversion.

SEPT, 2024 - PRESENT

Senior Product Designer, Flo Health

  • Leading commercial design across the premium and paywall surface, running growth experiments that have lifted ARPU by 70%+ on a platform serving 70M+ users globally.

  • Designing the end-to-end subscription experience, reframing upgrade moments as something users opt into rather than resist, and growing free-to-paid conversion.

  • Designing Flo's paywall and subscription hub end-to-end — the platform's primary monetisation surface — turning upgrade moments into experiences users opt into rather than resist, and growing free-to-paid conversion.

SEPT, 2024 - PRESENT

Senior Product Designer, Flo Health

  • Leading commercial design across the premium and paywall surface, running growth experiments that have lifted ARPU by 70%+ on a platform serving 70M+ users globally.

  • Designing the end-to-end subscription experience, reframing upgrade moments as something users opt into rather than resist, and growing free-to-paid conversion.

  • Designing Flo's paywall and subscription hub end-to-end — the platform's primary monetisation surface — turning upgrade moments into experiences users opt into rather than resist, and growing free-to-paid conversion.

DEC 2023 - JUN 2024

Senior Product Designer, FitXR (VR/MR)

  • Lead multiple design initiatives across various squads, collaborating closely with cross-functional teams, including engineers, product managers, and QA testers.

  • Refine and maintain design standards by contributing significantly to the development of design systems for VR and mobile products.

  • Facilitate design sprints and workshops to brainstorm and iterate on innovative solutions, ensuring alignment with business objectives and technical constraints.

DEC 2023 - JUN 2024

Senior Product Designer, FitXR (VR/MR)

  • Lead multiple design initiatives across various squads, collaborating closely with cross-functional teams, including engineers, product managers, and QA testers.

  • Refine and maintain design standards by contributing significantly to the development of design systems for VR and mobile products.

  • Facilitate design sprints and workshops to brainstorm and iterate on innovative solutions, ensuring alignment with business objectives and technical constraints.

DEC 2023 - JUN 2024

Senior Product Designer, FitXR (VR/MR)

  • Lead multiple design initiatives across various squads, collaborating closely with cross-functional teams, including engineers, product managers, and QA testers.

  • Refine and maintain design standards by contributing significantly to the development of design systems for VR and mobile products.

  • Facilitate design sprints and workshops to brainstorm and iterate on innovative solutions, ensuring alignment with business objectives and technical constraints.

Feb 2023 - DEC 2023

Product Designer, FitXR (VR/MR)

  • Conducted rigorous usability testing, analyzed feedback, and redefined the art direction within the Onboarding squad, leading to greater responsibilities in art/design strategy.

  • Collaborated closely with technical artists and engineers to lead design and art decisions across multiple product features.

  • Architected personalization into onboarding from concept to implementation, enhancing the product to exceed industry standards by continuously pushing the boundaries of virtual fitness.

feb 2023 - DEC 2023

Product Designer, FitXR (VR/MR)

  • Conducted rigorous usability testing, analyzed feedback, and redefined the art direction within the Onboarding squad, leading to greater responsibilities in art/design strategy.

  • Collaborated closely with technical artists and engineers to lead design and art decisions across multiple product features.

  • Architected personalization into onboarding from concept to implementation, enhancing the product to exceed industry standards by continuously pushing the boundaries of virtual fitness.

Feb 2023 - DEC 2023

Product Designer, FitXR (VR/MR)

  • Conducted rigorous usability testing, analyzed feedback, and redefined the art direction within the Onboarding squad, leading to greater responsibilities in art/design strategy.

  • Collaborated closely with technical artists and engineers to lead design and art decisions across multiple product features.

  • Architected personalization into onboarding from concept to implementation, enhancing the product to exceed industry standards by continuously pushing the boundaries of virtual fitness.

JAN, 2022 - JUL, 2023

Founder & Designer, Aesthetex

  • Specialize in helping small to medium business owners and entrepreneurs elevate their brands and create exceptional user experiences under my own brand, Aesthetex.

  • Work with clients across various industries, including visual arts, health and wellness, dentistry, executive coaching, cybersecurity, education, and technology.

  • Collaborate with founders and marketing teams to transform business visions into compelling visual identities and intuitive product designs.

JAN, 2022 - JUL, 2023

Founder & Designer, Aesthetex

  • Specialize in helping small to medium business owners and entrepreneurs elevate their brands and create exceptional user experiences under my own brand, Aesthetex.

  • Work with clients across various industries, including visual arts, health and wellness, dentistry, executive coaching, cybersecurity, education, and technology.

  • Collaborate with founders and marketing teams to transform business visions into compelling visual identities and intuitive product designs.

JAN, 2022 - JUL, 2023

Founder & Designer, Aesthetex

  • Specialize in helping small to medium business owners and entrepreneurs elevate their brands and create exceptional user experiences under my own brand, Aesthetex.

  • Work with clients across various industries, including visual arts, health and wellness, dentistry, executive coaching, cybersecurity, education, and technology.

  • Collaborate with founders and marketing teams to transform business visions into compelling visual identities and intuitive product designs.

Jan, 2017 - Jul, 2022

Design Lead, NXTLVL

  • Designed and founded a complete native fitness mobile app from scratch, successfully selling it on the App Store.

  • Collaborated with overseas engineers and external marketing teams, conducting daily stand-ups, launch workshops, and design critiques.

  • Out of 200 applicants, awarded the prestigious Black Founder Initiative from the globally recognized Yodel Mobile App Agency, receiving £100,000 worth of marketing consulting to ensure the app's success.

jan, 2017 - jul 2022

Design Lead, NXTLVL

  • Designed and founded a complete native fitness mobile app from scratch, successfully selling it on the App Store.

  • Collaborated with overseas engineers and external marketing teams, conducting daily stand-ups, launch workshops, and design critiques.

  • Out of 200 applicants, awarded the prestigious Black Founder Initiative from the globally recognized Yodel Mobile App Agency, receiving £100,000 worth of marketing consulting to ensure the app's success.

jan, 2017 - jul, 2022

Design Lead, NXTLVL

  • Designed and founded a complete native fitness mobile app from scratch, successfully selling it on the App Store.

  • Collaborated with overseas engineers and external marketing teams, conducting daily stand-ups, launch workshops, and design critiques.

  • Out of 200 applicants, awarded the prestigious Black Founder Initiative from the globally recognized Yodel Mobile App Agency, receiving £100,000 worth of marketing consulting to ensure the app's success.

03

Skills & Tools

Design PRocesses & Strategy

  • User Interface Design

  • User Experience Design

  • Experimentation & A/B Testing

  • Conversion Optimisation (CRO)

  • Data-Informed Design

  • Growth Design

  • AI-Assisted Design

  • Interaction Design

  • Spatial Design

  • Responsive Design

  • Wire-framing

  • Usability Testing / UXR

  • Rapid Prototyping

  • Design Systems

  • Atomic Design

  • Design Operations

  • Heuristic Evaluations

  • Agile: SCRUM

SOFTWARE & TOOLS

  • Figma / Figma Make

  • Claude / Claude Code

  • Cursor

  • VS Code

  • MCP

  • ChatGPT

  • Linear

  • Storybook

  • FigJam

  • Confluence

  • Jira

  • Miro

  • Framer

  • Amplitude

  • Adobe CC

  • Slack

  • Monday.com

  • Notion