Thanks for visiting

I turn complex problems into beautiful, user‑friendly solutions

Case studies

What I've designed recently

Product 0→1 AI / NLP Web App

TrueTale — an intelligent writing app for fiction authors

Identifying and organising story elements automatically, so authors can search their narrative by meaning. I led product 0→1 as co-founder, taking the app from discovery through to a live production beta with retained active users.

19%

Waitlist users converted to paid in 2 weeks

100%

Retention from month 1 to month 2

>70%

30-day retention target — cleared

View case study

TrueTale Story Bible — interactive map of narrative entities with detail panel

What I bring

My key strengths

10+ years of experience

Across consumer marketplaces, B2B SaaS and early-stage venture — comfortable in ambiguity, fast at finding signal.

Product 0→1 leadership

From discovery through to live beta — owning research, UX, and the trade-offs between scope, speed, and signal.

Design systems thinking

Building scalable foundations: tokens, components, documentation — so design moves at the pace of the business.

Outcomes > output

Calibrated to ship the thing that moves the metric — not the maximally clever solution. Pragmatic over precious.

Testimonials

Don't take it from me — hear it from managers & peers

“One of the sharpest product thinkers I've worked with. Has an uncommon ability to hold the strategic and the granular at the same time, and to make calls that move the team forward when others would still be deliberating.”

M

Manager Name

VP Product, Previous Co.

“Brings craft and rigour in equal measure. The work was always grounded in research, but never lost its taste. Genuinely raised the design bar across the team.”

P

Peer Name

Senior Designer, Previous Co.

“A rare collaborator. Asks better questions than most, listens harder than anyone, and the work that comes out the other side is uncomplicated in the best way.”

E

Engineer Name

Staff Engineer, Previous Co.

“Owned a complex 0→1 product end-to-end, from messy discovery through to a live beta with real users. The clarity of thinking around scope and trade-offs was the difference between shipping and not.”

C

Co-Founder Name

CEO, TrueTale

“Operates with the quiet confidence of someone who has done it many times before. The kind of designer you don't have to manage — you have to keep up with.”

D

Director Name

Director of Product, Previous Co.

“The most consistently thoughtful designer on the floor. Pushes everyone — designers, PMs, engineers — to think a level deeper. The work is better for it.”

R

Researcher Name

Principal Researcher, Previous Co.