Available to hire
I am an innovative and highly experienced UX/UI & Product Designer with over seven years delivering user-centered, high-impact digital products across web, SaaS, and mobile platforms. I specialize in scalable design systems, strategic UX, and the integration of AI and automation to streamline workflows, enhance usability, and drive business growth.
I am passionate about accessibility, smart automation, and human-first design. I create forward-thinking digital solutions that are both modern and efficient. I lead the development and execution of comprehensive digital projects, including software enhancements, mobile applications, and the creation of entirely new web flow websites, driving each project from initial concept to successful launch. I oversee the comprehensive overhaul of design systems, identify inefficiencies, and implement strategic updates that improve coherence and efficiency across teams.
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Language
English
Fluent
Work Experience
Senior Digital Product Designer at National Institute for Health Innovation (NIHI)
August 31, 2024 - July 28, 2025Crafted comprehensive product strategies from MVP to MLP, guiding projects through iterations to create refined products. Led development and execution of digital projects including software and mobile applications, and new Webflow websites. Oversaw design systems overhaul to improve coherence and efficiency. Promoted Material Design system adoption for uniformity. Conducted in-depth UI/UX design reviews and integrated advanced AI technologies to boost productivity and user experience.
Senior UI/UX Designer at EROAD
March 31, 2023 - July 28, 2025Managed and enhanced the EROAD design system ensuring WCAG accessibility. Conducted user and market research with usability testing to refine UX strategies. Created user personas, flows, wireframes, prototypes to communicate concepts and support stakeholder decisions. Led data visualization projects optimizing Power BI. Evaluated and introduced components for scalable design system evolution. Drafted detailed design documentation and initiated user-centered design improvements. Designed accessible, appealing interfaces aligned with design systems.
Product Designer at USB
March 31, 2022 - July 28, 2025Created intuitive and visually engaging UX/UI with focus on NFT platforms. Developed user flows, wireframes, and interactive prototypes for diverse devices. Led competitive analyses to enhance market presence and adoption. Collaborated closely with developers to ensure accurate design implementation.
UX/UI Designer at Project 7
March 31, 2021 - July 28, 2025Collaborated on wireframes, mockups, and prototypes for web and mobile applications prioritizing usability and aesthetics. Conducted user research and behavior analysis to inform design decisions. Stayed updated with UX/UI trends to integrate innovative practices.
Digital Designer (UI/UX Focus) at RHW
April 30, 2020 - July 28, 2025Assisted clients in branding and digital strategies to align with business goals. Conducted competitive research to support design decisions meeting industry standards. Created engaging social media graphics to boost brand visibility and designed intuitive UI interfaces to enhance user experience.
Freelance UX/UI, Branding & Conversion-Focused Web Designer at Various Clients
January 1, 2016 - PresentDeveloped digital products through user interviews and usability testing for user-centric improvements. Applied neurobiological principles for cognitive ease in UI design. Created and maintained PRDs and technical checklists. Provided strategy and consultancy for UX/UI enhancements. Designed and developed websites with consistent branding and AI automations. Produced digital marketing content and maintained client websites across platforms like Webflow, Wix Studio, and Shopify.
Business Manager at Big Fat Oysters
December 31, 2018 - July 28, 2025Managed business operations to improve organizational efficiency and customer satisfaction. Implemented promotional strategies and nurtured supplier/customer relationships to boost sales and market presence. Applied project management to optimize workflows and ensure quality delivery.
Personal Assistant at CastMe, EcoLawn, etc.
December 31, 2016 - July 28, 2025Provided administrative support improving business operations including managing payments, calls, and daily tasks. Supported senior executives with strategic decision-making and project management. Coordinated schedules and events enhancing business productivity.
Senior Digital Product Designer at National Institute for Health Innovation (NIHI)
August 31, 2024 - July 28, 2025Crafted comprehensive product strategies from MVP to MLP, guiding iterative project development to create refined products. Led development and execution of digital projects including software enhancements, mobile apps, and new Webflow websites from concept to launch. Oversaw a comprehensive design system overhaul, improving design coherence and operational efficiency. Promoted adoption of Material Design system to standardize UI components, enhancing precision and uniformity. Conducted UI/UX reviews and refinements to set high standards aligned with industry trends. Pioneered AI integration to optimize workflows and boost productivity.
Senior UI/UX Designer at EROAD
March 31, 2023 - July 28, 2025Managed and enhanced the EROAD design system, ensuring accessibility standards like WCAG were rigorously met. Conducted user and market research as well as usability testing to improve UX. Developed personas, user flows, wireframes and prototypes to communicate design concepts effectively. Led data visualization efforts optimizing Power BI implementations. Evaluated and recommended innovative design system components for flexibility and sustainability. Created detailed design documentation to ensure consistency and streamline implementation. Initiated user-centered design improvements based on feedback. Designed accessible and intuitive interfaces for web and mobile aligned with best practices.
Product Designer at USB
March 31, 2022 - July 28, 2025Specialized in intuitive and visually appealing user interfaces tailored to NFT platforms, enhancing user engagement. Developed user flows, wireframes, and prototypes to collect stakeholder feedback and optimize UX across devices. Led competitive analysis for product differentiation and innovation. Collaborated with developers to ensure accurate design implementation and provided ongoing support.
UX/UI Designer at Project 7
March 31, 2021 - July 28, 2025Collaborated in design team to develop wireframes, mockups, and prototypes for web and mobile apps focusing on usability and aesthetics. Conducted user research and behavior analysis to guide design decisions. Stayed updated with emerging UX/UI trends and integrated innovative practices.
Digital Designer (UI/UX Focus) at RHW
April 30, 2020 - July 28, 2025Supported clients in branding and digital strategy aligning with business goals. Conducted competitive and market research to inform design. Created social media graphics to enhance brand visibility. Improved UI designs focusing on usability and user experience.
Freelance UX/UI, Branding & Conversion-Focused Web Designer at Various Clients
January 1, 2016 - PresentDelivered user interviews and usability testing to improve digital products. Applied neurobiological design principles for cognitive ease. Created and maintained product requirement documents and technical checklists. Provided UX/UI consultancy and designed websites using platforms like Webflow, Wix Studio, Squarespace, and Shopify. Developed branding strategies and style guides. Integrated AI automation to optimize visual identity and marketing content creation. Produced digital marketing materials and managed ongoing website maintenance.
Business Manager at Big Fat Oysters
December 31, 2018 - July 28, 2025Managed core business operations to improve efficiency and customer satisfaction. Drove business growth through targeted promotions and strong supplier and customer relationships. Applied project management to optimize workflows and ensure quality service and product delivery.
Personal Assistant at CastMe, EcoLawn, etc.
December 31, 2016 - July 28, 2025Provided administrative support improving business operations. Assisted senior executives in strategic decision making and project execution. Managed complex schedules and coordinated events enhancing efficiency.
Senior Digital Product Designer at National Institute for Health Innovation (NIHI)
August 31, 2024 - July 28, 2025Crafted comprehensive product strategies from MVP to MLP, guiding project iterations to create refined and loved products. Led the development and execution of digital projects including software enhancements, mobile apps, and new Webflow websites. Oversaw the overhaul of design systems, promoting Material Design system adoption to standardize UI components. Conducted in-depth UI/UX reviews and refined processes to align with industry trends. Pioneered AI integration to optimize workflows, boosting productivity and user experience.
Senior UI/UX Designer at EROAD
March 31, 2023 - July 28, 2025Managed and maintained the EROAD design system with adherence to WCAG accessibility guidelines. Conducted user and market research, usability testing to inform UX strategies. Produced personas, user flows, wireframes, interactive prototypes to communicate designs. Led data visualization projects enhancing Power BI user experience. Evaluated and introduced new design components ensuring system sustainability. Drafted comprehensive design documentation to guide implementation and maintain consistency. Designed accessible, intuitive interfaces for web and mobile aligned with design systems.
Product Designer at USB
March 31, 2022 - July 28, 2025Created intuitive and visually captivating user interfaces especially for NFT platforms. Developed user flows, wireframes, and prototypes to communicate design concepts and gather stakeholder feedback. Led competitive analyses for product differentiation and innovation. Collaborated closely with developers to ensure design implementation and provided continuous support with detailed specifications.
UX/UI Designer at Project 7
March 31, 2021 - July 28, 2025Collaborated in creating wireframes, mockups, and prototypes for web and mobile applications ensuring usability and aesthetic appeal. Conducted user research and behavior analysis to inform design decisions and improvements. Kept designs modern by integrating emerging UX/UI trends and technologies.
Digital Designer (UI/UX Focus) at RHW
April 30, 2020 - July 28, 2025Assisted clients in branding and digital strategy aligning online presence with business goals. Conducted comprehensive market and competitive research to inform design. Produced captivating social media graphics to amplify brand visibility. Enhanced UI designs by creating intuitive interfaces focusing on usability and user experience.
Freelance UX/UI, Branding & Conversion-Focused Web Designer at Various Clients
January 1, 2016 - PresentConducted user interviews and usability testing to improve digital products. Applied neurobiological design principles for optimized user interfaces. Created and maintained product requirement documents and technical checklists. Delivered consultancy on UX/UI improvements with strategic recommendations. Designed and developed websites for multiple clients across platforms including Webflow, Wix Studio, Squarespace, and Shopify. Produced diverse marketing content and integrated AI automation to boost efficiency.
Business Manager at Big Fat Oysters
December 31, 2018 - July 28, 2025Managed business operations to enhance organizational efficiency and customer satisfaction. Implemented promotional strategies to drive growth and improve market presence. Optimized operational workflows using project management skills to ensure high-quality delivery.
Personal Assistant at CastMe, EcoLawn, etc.
December 31, 2016 - July 28, 2025Provided comprehensive administrative support managing payments, calls, and daily tasks. Supported senior executives in strategic decision-making and project management. Managed complex schedules and event coordination to improve business efficiency.
Senior Digital Product Designer at National Institute for Health Innovation (NIHI)
August 31, 2024 - July 28, 2025Crafted comprehensive product strategies from MVP to MLP, guiding projects to create more refined and loved products. Led development and execution of digital projects including software enhancements, mobile applications, and new Webflow websites. Oversaw overhaul of design systems, promoting adoption of Material Design system for UI consistency. Conducted in-depth reviews to align with industry trends and integrated advanced AI technologies to streamline design workflows and improve user experiences across platforms.
Senior UI/UX Designer at EROAD
March 31, 2023 - July 28, 2025Managed development and maintenance of EROAD design system adhering to WCAG accessibility standards. Conducted extensive user and market research and usability testing to refine UX strategies. Created detailed user personas, user flows, wireframes, and prototypes for effective stakeholder communication. Led complex data visualization projects optimizing Power BI implementations. Evaluated and introduced new components for sustainable design system evolution. Drafted comprehensive design documentation to ensure consistency and seamless implementation. Designed intuitive and accessible interfaces for web and mobile platforms.
Product Designer at USB
March 31, 2022 - July 28, 2025Specialized in creating intuitive and visually captivating user interfaces for NFT platforms to enhance engagement. Developed user flows, wireframes, and prototypes communicating design concepts and gathering stakeholder feedback. Led competitive analyses to identify innovation opportunities and improve market presence. Collaborated closely with developers to ensure precise implementation of design visions and provided detailed specifications.
UX/UI Designer at Project 7
March 31, 2021 - July 28, 2025Collaborated with design team on wireframes, mockups, and prototypes for web and mobile applications ensuring usability and aesthetics. Conducted user research and behavior analysis to inform design decisions. Kept updated with emerging UX/UI trends and technologies to integrate innovative practices into designs.
Digital Designer (UI/UX Focus) at RHW
April 30, 2020 - July 28, 2025Assisted clients with branding and digital strategies aligned with business goals. Conducted competitive and market research supporting user-centered design decisions. Created social media designs and enhanced UI designs focusing on usability and aesthetics.
Freelance UX/UI, Branding & Conversion-Focused Web Designer at Various Clients
January 1, 2016 - PresentDeveloped digital products enhanced by user interviews and usability testing to increase market efficiency. Applied neurobiological design principles for optimized user interfaces. Created and maintained product requirement documents and technical checklists. Provided UX/UI consultancy and designed websites for numerous clients. Developed cohesive branding strategies including style guides and integrated AI automation for visual identities and marketing content. Produced digital marketing content and maintained client websites using multiple platforms.
Business Manager at Big Fat Oysters
December 31, 2018 - July 28, 2025Managed essential business operations improving organizational efficiency and customer satisfaction. Implemented promotional strategies and built strong relationships driving sales and market presence. Applied project management skills to optimize workflows and ensure high-quality delivery.
Personal Assistant at CastMe, EcoLawn, etc.
December 31, 2016 - July 28, 2025Provided administrative support enhancing business operations through efficient management of payments, calls, and daily tasks. Supported senior executives in strategic decisions ensuring seamless project execution. Managed complex schedules and coordinated events improving overall productivity.
Senior Digital Product Designer at NIHI (National Institute for Health Innovation)
August 31, 2024 - August 31, 2024Crafted comprehensive product strategies from MVP to MLP, guided projects through iteration on minimal viable products to create more refined and loved products. Led the development and execution of comprehensive digital projects, including software enhancements, mobile applications, and the creation of entirely new Web flow websites, driving each project from initial concept to successful launch. Oversaw the comprehensive overhaul of design systems, identifying and addressing inefficiencies; implemented strategic updates that enhanced design coherence and operational efficiency across interdisciplinary teams. Promoted the adoption of the Material Design system to standardize UI components across projects, aiding less experienced developers and ensuring uniformity and precision in design execution. Conducted in-depth reviews and refinements of UI/UX designs and development processes, setting high standards and aligning practices with latest industry trends. Pioneered the integration of
Senior UX Designer at EROAD
March 31, 2023 - March 31, 2023Led the design system overhaul, ensured accessibility alignment with WCAG, authored design documentation, governance, and best practices to improve cross-team consistency. Promoted the adoption of Material Design across projects; refined UI/UX processes and collaborated with developers to improve efficiency and consistency. Introduced AI-enabled design workflows to streamline development and design tasks.
UI/UX Designer at RHW
April 30, 2020 - April 30, 2020Delivered UI/UX design across multiple projects, created wireframes, prototypes, and visual designs; improved usability and accessibility; contributed to design system enhancements and cross-platform consistency.
Education
Bachelor of Fine Arts at The Far Eastern State University of Humanities
January 1, 2004 - December 31, 2008Bachelor of Digital Design at Auckland University of Technology
January 1, 2014 - December 31, 2016Bachelor of Fine Arts at The Far Eastern State University of Humanities
January 1, 2004 - December 31, 2008Bachelor of Digital Design at Auckland University of Technology
January 1, 2014 - December 31, 2016Bachelor of Fine Arts at The Far Eastern State University of Humanities
January 1, 2004 - December 31, 2008Bachelor of Digital Design at Auckland University of Technology
January 1, 2014 - December 31, 2016Bachelor of Fine Arts at The Far Eastern State University of Humanities
January 1, 2004 - December 31, 2008Bachelor of Digital Design at Auckland University of Technology
January 1, 2014 - December 31, 2016Bachelor of Digital Design at Auckland University of Technology
January 1, 2014 - January 1, 2016Bachelor of Digital Design at The Far Eastern State University of Humanities
January 1, 2004 - January 1, 2008Qualifications
Certificate in UX Design
January 1, 2021 - December 31, 2021Certificate in Business Writing
January 1, 2021 - December 31, 2021Introduction to Web Accessibility
January 1, 2023 - December 31, 2023Google AI for Anyone
January 1, 2023 - December 31, 2023Product Management with Lean, Agile and System Design Thinking
January 1, 2023 - December 31, 2023Certificate in UX Design
January 1, 2021 - December 31, 2021Certificate in Business Writing
January 1, 2021 - December 31, 2021Introduction to Web Accessibility
January 1, 2023 - December 31, 2023Google AI for Anyone
January 1, 2023 - December 31, 2023Product Management with Lean, Agile and System Design Thinking
January 1, 2023 - December 31, 2023Certificate in UX Design
January 1, 2021 - December 31, 2021Certificate in Business Writing
January 1, 2021 - December 31, 2021Introduction to Web Accessibility
January 1, 2023 - December 31, 2023Google AI for Anyone
January 1, 2023 - December 31, 2023Product Management with Lean, Agile and System Design Thinking
January 1, 2023 - December 31, 2023Certificate in UX Design
January 1, 2021 - December 31, 2021Certificate in Business Writing
January 1, 2021 - December 31, 2021Introduction to Web Accessibility
January 1, 2023 - December 31, 2023Google AI for Anyone
January 1, 2023 - December 31, 2023Product Management with Lean, Agile and System Design Thinking
January 1, 2023 - December 31, 2023UX Design Certificate
January 1, 2021 - November 1, 2025Business Writing
January 1, 2021 - November 1, 2025Introduction to Web Accessibility
January 1, 2023 - November 1, 2025Google AI for Anyone
January 1, 2023 - November 1, 2025Industry Experience
Software & Internet, Healthcare, Professional Services, Media & Entertainment, Retail, Education
Designed and built a custom B2B e-commerce platform for an aquaculture industry supplier, including a members-only Trader Portal for approved trade customers. 1,333-product catalogue with custom-coded cart logic, per-user cart filtering, dynamic order summaries, and automated admin notifications — engineered around the specific workflows of trade buyers, not retail. Approached as a complete product: user-centered IA, e-commerce-specific SEO architecture, and content strategy built from the start. Custom Velo (JavaScript) implementation handled CMS dataset logic, pricing rules, and order management that off-the-shelf solutions couldn’t.
End-to-end design and build for a New Zealand cosmetic medicine clinic. Led discovery, IA, UX, UI, SEO architecture, and TAPS-compliant content strategy from day one — not bolted on after build. Designed user flows around the patient decision journey (awareness → consideration → consultation booking), with treatment pages structured for both clinical credibility and search visibility. Worked within strict TAPS (Therapeutic Advertising Pre-vetting System) regulations governing how medical aesthetic services are advertised in NZ, embedding compliance into the content framework rather than treating it as a constraint. Delivered a fully integrated product: design system, conversion-optimised treatment pages, location SEO, and a content architecture built to scale.
Website link: clinic4o2.co.nz
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