Hybrid Web, UX/UI, and eCommerce designer with strong frontend capability and 7+ years delivering high-performing digital experiences for retail, wellness, and enterprise products. Skilled in Mobile Apps, WordPress/WooCommerce, Shopify, landing pages, CRO optimisation, and crafting polished brand and customer journeys that drive measurable outcomes. I bring a rare mix of UX thinking + UI craft + hands-on implementation, enabling me to design high-fidelity interfaces, build responsive components, prototype interactive mobile workflows, and optimise ecommerce funnels with data-driven insights, heatmaps, tracking tools, and A/B testing. Experienced across Figma, Canva, Adobe Suite, Webflow, Framer, and content creation workflows including motion design, short-form video, and photography/editing. I’ve also designed mobile app interfaces and cross-platform design systems for enterprise and consumer apps, ensuring seamless UX across web and mobile. I've produced eCommerce design work for Harvey Norman, Spark, HealthPost, and freelance clients including Supplements.co.nz, Glassons, and North Beach, along with brand, print, and digital assets for a wide range of businesses.…

Karl Olsen

PRO

Hybrid Web, UX/UI, and eCommerce designer with strong frontend capability and 7+ years delivering high-performing digital experiences for retail, wellness, and enterprise products. Skilled in Mobile Apps, WordPress/WooCommerce, Shopify, landing pages, CRO optimisation, and crafting polished brand and customer journeys that drive measurable outcomes. I bring a rare mix of UX thinking + UI craft + hands-on implementation, enabling me to design high-fidelity interfaces, build responsive components, prototype interactive mobile workflows, and optimise ecommerce funnels with data-driven insights, heatmaps, tracking tools, and A/B testing. Experienced across Figma, Canva, Adobe Suite, Webflow, Framer, and content creation workflows including motion design, short-form video, and photography/editing. I’ve also designed mobile app interfaces and cross-platform design systems for enterprise and consumer apps, ensuring seamless UX across web and mobile. I've produced eCommerce design work for Harvey Norman, Spark, HealthPost, and freelance clients including Supplements.co.nz, Glassons, and North Beach, along with brand, print, and digital assets for a wide range of businesses.…

Available to hire

Hybrid Web, UX/UI, and eCommerce designer with strong frontend capability and 7+ years delivering high-performing digital experiences for retail, wellness, and enterprise products. Skilled in Mobile Apps, WordPress/WooCommerce, Shopify, landing pages, CRO optimisation, and crafting polished brand and customer journeys that drive measurable outcomes.

I bring a rare mix of UX thinking + UI craft + hands-on implementation, enabling me to design high-fidelity interfaces, build responsive components, prototype interactive mobile workflows, and optimise ecommerce funnels with data-driven insights, heatmaps, tracking tools, and A/B testing.

Experienced across Figma, Canva, Adobe Suite, Webflow, Framer, and content creation workflows including motion design, short-form video, and photography/editing. I’ve also designed mobile app interfaces and cross-platform design systems for enterprise and consumer apps, ensuring seamless UX across web and mobile.

I’ve produced eCommerce design work for Harvey Norman, Spark, HealthPost, and freelance clients including Supplements.co.nz, Glassons, and North Beach, along with brand, print, and digital assets for a wide range of businesses.

See more

Language

English
Fluent

Work Experience

Freelance Web & UX Designer (Contract) at Self-employed / Freelance
January 1, 2018 - Present
Conducted UX audits and redesigns for 30+ client websites across government, education, retail and financial services. Delivered responsive, SEO-optimized builds in WordPress, Webflow and Shopify. Provided content structure, IA improvements, and performance optimisation for B2C and B2B clients. Notable clients: Microsoft, Air New Zealand, NZ Police, Child Cancer Foundation, House of Travel, Ezibuy.
Web & UX Designer at Tait Communications
August 31, 2025 - September 17, 2025
Led redesign of internal training and onboarding portal; conducted UX audits and stakeholder workshops to improve adoption and usability; delivered responsive, WCAG-compliant UI and scalable design patterns; supported public-safety client portals with simplified workflows and clearer navigation.
Web & UX Designer at Spark New Zealand
July 31, 2024 - September 17, 2025
Delivered end-to-end design for mobile and web self-service journeys; scaled and maintained a shared design system across app squads; used customer insights and behavioural analytics to guide UX decisions; partnered with product, operations, and marketing teams.
Web & UX Designer at Harvey Norman
May 31, 2023 - September 17, 2025
Designed and launched a company-wide design system; developed and optimized WordPress & Shopify web pages for campaigns and product launches; led SEO and performance optimisation, improving Lighthouse scores by 20–30%.
Web & UX Designer at HealthPost Ltd
May 31, 2021 - September 17, 2025
Conducted UX research to redesign e-commerce and internal tools; managed Shopify CMS content and seasonal campaign builds; improved site IA and reduced admin task time by 25%.
Freelance Product Designer (UX/UI) at Independent / Freelance
January 1, 2018 - Present
Independent product designer delivering eCommerce websites, landing pages, and brand experiences for clients such as Supplements.co.nz, Glassons, North Beach, and boutique wellness brands. Led CRO strategy, heatmap analysis, and A/B testing to improve conversions. Built sites with WordPress/WooCommerce/Shopify/Webflow using HTML/CSS/JS. Produced graphics, motion design, short-form video, photography, and print assets for campaigns.
Product Designer (UX/UI) at Tait Communications
July 1, 2024 - August 1, 2025
Designed dashboards and interfaces used across USA, Australia, and Europe. Produced high-fidelity UI with clear visual hierarchy and motion behavior. Created coded prototypes to test responsive layouts and interactions.
Product Designer (UX/UI) at Spark New Zealand
May 1, 2023 - July 1, 2024
Simplified complex workflows and improved user journeys across high-volume enterprise systems. Built responsive prototypes and production-ready UI for web applications. Contributed frontend components (HTML/CSS/JS, WordPress) and collaborated closely with engineers.
Product Designer (UX/UI) at Harvey Norman
April 1, 2022 - May 1, 2023
Designed and built eCommerce landing pages, product pages, and promotional flows for large-scale retail campaigns. Delivered conversion-optimised layouts, improved navigation, and optimized purchase journeys based on analytics. Worked hands-on with HTML, CSS, JavaScript and collaborated with digital producers for fast, responsive UI. Contributed to WordPress + WooCommerce content updates, component styling, and UX fixes. Produced graphic assets, motion elements, and A/B tested variants.
Product Designer (UX/UI) & Educator at NZIE (Contract)
May 1, 2021 - April 1, 2022
Taught UX, responsive web design, interaction design, and prototyping to Level 7 students. Guided students through research, animated prototyping, and component-based workflows.
Product Designer (UX/UI) at HealthPost Ltd
June 1, 2020 - May 1, 2021
Improved Shopify storefront UX, navigation IA, and visual patterns across seasonal campaigns. Designed CRO-focused layouts across product, category, and landing pages, informed by heatmaps, analytics, and customer insights. Produced brand assets, imagery, and marketing visuals to support ongoing promotions. Delivered lightweight animations and interactive UI to improve engagement and clarity. Contributed to WordPress + WooCommerce content updates and asset production.

Education

Bachelor of Commerce at Victoria University of Wellington
January 11, 2030 - September 17, 2025
Product Design & UX Research at Interaction Design Foundation (IxDF)
January 11, 2030 - September 18, 2025
Web Design at Uxcel
January 1, 2023 - September 18, 2025
Bachelor of Commerce at Victoria University of Wellington
January 11, 2030 - December 9, 2025
Product Design (Ongoing) at Interaction Design Foundation (IxDF)
January 11, 2030 - December 9, 2025
UI Design (Ongoing) at Uxcel
January 11, 2030 - December 9, 2025
UX Research (Top 10%) at Uxcel
January 11, 2030 - December 9, 2025
Mobile UX (Top 10%) at Uxcel
January 11, 2030 - December 9, 2025

Qualifications

AI in UI/UX Design – Uxcel
January 1, 2024 - September 17, 2025
Design Systems – Gymnasium
January 1, 2024 - September 17, 2025
UX Research – Uxcel
January 1, 2023 - September 17, 2025
Design Thinking – IBM
January 1, 2023 - September 17, 2025
Mobile UX – Uxcel
January 1, 2022 - September 17, 2025
Workshop Facilitation
January 1, 2022 - September 17, 2025
AI in UI/UX Design
January 1, 2024 - September 17, 2025
Design Systems
January 1, 2024 - September 17, 2025
UX Research
January 1, 2023 - September 17, 2025
Design Thinking
January 1, 2023 - September 17, 2025
Mobile UX
January 1, 2022 - September 17, 2025
Workshop Facilitation
January 1, 2022 - September 17, 2025
AI in UI/UX Design
January 1, 2024 - September 18, 2025
Design Systems
January 1, 2024 - September 18, 2025
UX Research
January 1, 2023 - September 18, 2025
Design Thinking
January 1, 2023 - September 18, 2025
Mobile UX
January 1, 2022 - September 18, 2025
Workshop Facilitation
January 1, 2022 - September 18, 2025
UX Research (Top 10%)
January 11, 2030 - December 9, 2025
Mobile UX (Top 10%)
January 11, 2030 - December 9, 2025
Product Design (IxDF) - Ongoing
January 11, 2030 - December 9, 2025

Industry Experience

Education, Government, Retail, Financial Services, Media & Entertainment, Software & Internet, Professional Services, Healthcare, Telecommunications
    uniE621 One NZ Launch Landing Page on Harvey Norman Website
    Designed, Built and project managed the landing page for One New Zealand when they rebranded on the Harvey Norman NZ website. Setup and configured all analytics and form tracking and logic. End-to-end design.…
    uniE621 Tait Mobile App
    Tait PTToX: Mobile app UX for Mission-Critical Communication Designing a cross-platform app that turns smartphones into secure radios for critical communications - helping save lives in the field with fast, intuitive, mobile-first UX. PTToX is a cross-platform mobile app that turns everyday smartphones into powerful, secure radios — connecting people over broadband and DMR Tier 3 networks. Built for mission-critical use in industries like emergency services, utilities, and transportation, the app helps keep teams connected in the moments that matter most. I led the mobile UX and UI design for this app from end to end, working within Tait Communications' digital design team. My focus was on delivering a rugged, intuitive, and radio-familiar experience for users in high-stakes environments. The app is now live on both iOS and Android, and is actively used in the field.…
    uniE621 Spark Insurance eCommerce
    Owned end-to-end design delivery across Spark's high-impact mobile and self-service squads. — Designed and scaled Spark’s design system to improve design consistency and speed up dev collaboration by 40% — Shipped mobile-first features used by thousands daily, delivering frictionless UX and measurable task completion gains — Conducted user research, usability testing, and A/B experiments to reduce friction in key journeys — Used analytics and behaviour insights to inform design prioritisation and continuous improvement — Strategically aligned product and marketing goals to elevate customer journeys and reduce support calls — Championed accessible and inclusive design principles across platforms…
    uniE621 Spark App Design
    Owned end-to-end design delivery across Spark's high-impact mobile and self-service squads. — Designed and scaled Spark’s design system to improve design consistency and speed up dev collaboration by 40% — Shipped mobile-first features used by thousands daily, delivering frictionless UX and measurable task completion gains — Conducted user research, usability testing, and A/B experiments to reduce friction in key journeys — Used analytics and behaviour insights to inform design prioritisation and continuous improvement — Strategically aligned product and marketing goals to elevate customer journeys and reduce support calls — Championed accessible and inclusive design principles across platforms designer illustrator webdesigner…
    uniE621 Harvey Norman - Design System
    Built and maintained a cross-team design system from the ground up, improving visual cohesion and developer velocity across teams. — Delivered UX research and testing initiatives that drove a 15% uplift in conversion across critical e-commerce flows — Facilitated stakeholder workshops to align business goals with user needs — Delivered responsive, accessible designs for product, checkout, and promotional experiences — Advocated for inclusive and user-centred design at scale across teams — Implemented front-end updates and CMS improvements directly, blending UX expertise with hands-on HTML/CSS/JS to close design-to-dev gaps — Managed SEO metadata, structured content, and performance improvements for product pages in alignment with team KPIs — Developed assets for major launches (Apple and Android devices) and integrated branded content under tight deadlines webdesigner designer branding graphicdesigner…
    paper Harvey Norman - Ecommerce Website Design

    Designed and built eCommerce landing pages, product pages, and promotional flows across large-scale retail campaigns.
    Delivered conversion-optimised layouts, improved navigation, and optimised purchase journeys based on analytics, scroll-depth insights, and user behaviour patterns.
    Worked hands-on with HTML, CSS, JavaScript and collaborated with digital producers to deliver fast, responsive UI across devices.
    Contributed to WordPress + WooCommerce content updates, component styling, and UX fixes across category templates.
    Produced graphic assets, promotional visuals, motion elements, and A/B tested variants to lift engagement across campaigns.