UX/UI Designer - Freelancer
(2025-01)
Lead end-to-end product design across regulated healthcare and financial SaaS platforms, turning complex and fragmented environments into structured, adoption focused experiences, utilising AI-assisted workflows, Google AI Studio, Codex, and no-code tools to accelerate prototyping, research, and delivery.
- Directed the full-scale redesign of easyBusiness, redefining navigation and system structure to reduce user confusion and create a clearer path to activation and daily use.
- Built the easyBusiness design system from the ground up, establishing reusable, developer aligned components and interaction standards to enable consistency and scale.
- Redesigned critical financial workflows including wallets, transactions, reporting, and introduced analytics capabilities to improve transparency and operational insight.
- Led research and discovery initiatives, leveraging AI-assisted tools to synthesise insights and validate product direction, while reporting to the Head of Product.
- Designed patient and provider experiences for an IVF portal and companion mobile application, simplifying sensitive medical journeys and improving clarity across treatment, communication, and progress tracking.
- Reworked complex healthcare information into accessible, supportive flows while aligning with compliance, accessibility, and inclusive design expectations.
- Introduced structured UX patterns and scalable foundations to support future product growth across clinical and administrative users.
- Transformed fragmented ecosystems into coherent platforms with clearer navigation, hierarchy, and task completion paths.
- Reduced cognitive load in high stress and high responsibility environments spanning both financial management and fertility care.
- Enabled faster product evolution through reusable systems, stronger documentation, and improved cross team alignment, supported by AI-assisted and no-code workflows.
Senior Product Designer - Anthesis Digital
(2022-01 - 2025-01)
Provided UX leadership for mission-critical SaaS platforms in sustainability and compliance, notably the Life Cycle Assessment (LCA) Calculator, detailed dashboards, and complex workflow tools.
- Orchestrated targeted research and discovery workshops to translate highly complex sustainability data into intuitive, actionable user journeys.
- Delivered end-to-end Figma prototypes and design specifications for multi-role workflows and sophisticated data integrations.
- Championed and institutionalized accessibility, successfully embedding WCAG 2.2 AA standards across the entire product suite.
- Elevated the LCA Calculator to become the 2nd most-used tool in the Anthesis Hub within its first year.
- Reduced assessment time by 65% through guided task flows and contextual help.
- Improved adoption 3X more among non-technical users via progressive disclosure design patterns.
UX/UI Designer - Afirix Consulting
(2021-01 - 2022-01)
Executed the cross-platform booking SaaS application design for web, iOS, and Android ecosystems.
- Conducted primary user research, detailed flow analysis, and rigorous usability testing to validate and refine features pre-development.
- Delivered high-fidelity prototypes that successfully accelerated stakeholder approval and efficient Agile delivery.
- Reduced booking flow friction by 45% and increased completion rates.
- Introduced a reusable component system that shortened iteration time by 30%.
UX/UI Designer - Shipwish
(2020-01 - 2021-01)
Developed the UX strategy for a SaaS platform consolidating shipping and packaging costs.
- Conducted user interviews and testing to improve task flow and usability heuristics.
- Streamlined workflows, improving task completion speed by 40%.
- Increased customer retention through simplified pricing and cost-comparison interfaces.
