Work
Selected Pieces
I’ve led impactful design initiatives, from shaping a $19 billion B2B platform to launching innovative design systems, and helping a New Zealand charity bring their mission of getting kids back on bikes to life online. Explore some of what I’m able to share.
Theft Insurance Reimagined
With the rise of the sharing economy, ensuring users feel secure is more important than ever. I reimagined the theft insurance flow for bike rentals, focusing on clarity, trust, and adoption. Through a day of rapid prototyping, I created an intuitive user journey that seamlessly integrates insurance options into the rental checkout process.
The resulting design not only simplifies decision-making but also boosts confidence in the platform—because a smooth ride starts with peace of mind.
Ink Design System
I led the creation of Ink, the company’s first cross-platform design system. Designed to unify experiences across iOS, macOS, Android, Windows, and web, Ink was instrumental in scaling Goodnotes’ app to new platforms while maintaining quality and consistency.
Collaborating with a globally distributed team across eight countries, the system streamlined workflows, fostered creativity, and accelerated product delivery. This work contributed to Goodnotes being named Apple’s iPad App of the Year 2022.
$19b e-commerce platform
As the UI design lead for Shell MarketHub, I oversaw the transformation of a £19 billion global B2B platform. Working across London, Spain, and Hong Kong, I introduced human-centred design principles and ran field research to refine assumptions and enhance user flows.
I also drove creation of Solaris, Shell’s first-ever design system, streamlining collaboration across teams and significantly improving design efficiency. This project set a new benchmark for usability and scalability in Shell’s digital ecosystem.
Honey Design System
At Hive Home, I designed and launched Honey, the company’s first design system. This framework unified the visual and functional elements of Hive’s smart home portfolio, enabling faster prototyping, improved consistency, and more efficient collaboration across teams.
Through strategic A/B testing, I also optimised key website metrics, including a 26% increase in average order value and enhanced product discovery. Honey became the backbone of Hive’s digital ecosystem, driving both efficiency and innovation in the smart home space.
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