About
I design products people actually use. With over 8 years of experience across mobile apps,
B2B SaaS platforms, and AI-powered tools, I combine human-centered thinking with a computer science
background to ship products that work beautifully. I specialize in product design, UI/UX design,
design systems, usability testing, and product discovery.
Skills
Product Design, UI/UX Design, Leadership, Analytics, UX Research, Usability Testing, AI, Mobile Apps Design, Product Discovery, Product Thinking, Design Systems
Case Studies
Frogma — Building an AI App Factory
Role: Lead Product Designer · Contract, 2025 · B2C · Mobile · AI
A product-led journey of inventing an AI website tool where granular controls guide models to produce production-ready code and design-system-aligned UI. An AI-first builder where components and a live UI kit appear at project start, letting professionals immediately edit naming, props, variants, and tokens so generation snaps to a clean design system.
The design-first core of product designers and a UX researcher enabled discovery sprints, rapid prototyping, and weekly user touchpoints. Existing AI builders were fast but blunt, lacking fine-grained control of code semantics, routing, and design system fidelity across multi-page sites.
Key innovations included token-driven theming adjustable pre/post-generation with instant preview, structural knobs for sitemap, routing, and layout hierarchy, and content tone steering to fit brand and accessibility constraints. The system adapts to the source of truth: Figma JSON analysis or prompt-based generation.
Results: +30% satisfaction with final generation vs previous tools. Beta cohorts of freelancers reported higher perceived control, smoother edits after token/component setup, and fewer manual fixes. A visible token system aligns cost with creation complexity, showing consumption in real time.
VMware — Cloud Services Panel & Customer360
Role: Senior Product Designer · Full-time, 2023–2024 · B2B · Web · SaaS
A central console to manage orgs, users, subscriptions, and operations across VMware cloud services. Evolved through design system work, cross-platform workflows, and Customer360 — a focused console for support teams to investigate customer issues safely and quickly.
Customer context was fragmented across tools and screens, slowing investigations. Critical actions like batch suspensions and access changes lacked consistent patterns, increasing error risk. Owned IA, critical flows, prototypes, validation, and delivery specs end-to-end.
Key solutions included unified org search with scoped filters and recent history, permission-aware read-only investigation views, and a filtered activity log tracing who did what and when with export for handoff.
Impact: Introduced CSP-specific presets for tables, filters, and action panels. Reduced design lead time and UX variance across modules. Faster triage and fewer context switches across support workflows. Standardised patterns reused by adjacent ops tools.
Krew Guru — HRTech Platform for Seafarers
Role: Lead Product Designer · Full-time, 2021–2023 · B2B · B2C · Mobile · SaaS
Krew Guru digitizes the seafarer journey end-to-end: from fragmented paperwork to trusted, data-rich profiles and transparent hiring. The B2C product helps seafarers quickly create a professional maritime CV, discover relevant roles aligned with their rank and growth path, and track application progress with predictable feedback windows.
Led designers and researchers across discovery and validation. Conducted 20+ qualitative interviews across ranks and vessel types, multiple CX/UX surveys, and prototype usability studies. Key insight: guided steps with progress and inline validation reduce drop-off and time-to-complete. Maritime-specific filters (rank, vessel type, embarkation date, contract length) are essential for relevance.
The guided CV builder takes approximately 20 minutes to first application. Progressive steps, inline validation, progress and quality indicators guide seafarers through the full profile. IMO field auto-enriches vessel data, removing manual entry errors. Mobile-first design optimized for 82%+ mobile usage, often with poor signal at sea.
Results: CV creation time reduced from 60–90 min to ~20 min. Profile completion increased by +40%. Mobile adoption at 82%+, digital flow eliminated physical office CV submissions. Email recommendations increased profile completion and applications.