Everything above, minus the personality. Mostly.

Senior UI/UX Designer with 5+ years of experience crafting intuitive, user-centred digital products across fintech, e-commerce, and media. Known for translating complex systems into seamless experiences, from developer-facing API marketplaces to high-converting web platforms. Has led cross-functional design teams, driven complete brand overhauls, and delivered measurable impact — including up to 6x conversion rate improvements and a 60% lift in user engagement across redesigned products. Equally comfortable owning end-to-end product design and collaborating closely with engineering, product, and business stakeholders to ship scalable, consistent experiences.

• Redesigned the developer onboarding experience for a complex fintech API marketplace, reducing average integration time and improving first-session task completion across key user segments. [edit: add the %]
• Architected a scalable design system from the ground up to unify UI patterns across the platform, cutting design-to-development handoff time and ensuring consistency across product surfaces. [edit: add the %]
• Led end-to-end UX research and journey mapping for marketplace discoverability, identifying critical drop-off points that informed a redesign resulting in a measurable increase in feature adoption. [edit: add the %]
• Collaborated with product, engineering, and business teams to define and ship new product flows for financial API testing tools, directly improving developer satisfaction scores. [edit: add the score]
• Spearheaded iterative usability testing cycles across key user journeys, translating findings into prioritised design improvements that reduced support tickets related to UI confusion. [edit: add the %]

• Conducted end-to-end usability reviews across the product to identify critical UX friction points, proposing and implementing design recommendations that drove a 6x increase in conversion rate.
• Designed a web application to streamline the purchase order workflow between internal teams and suppliers, reducing processing time and improving supplier communication by 25%.
• Owned the complete website experience from discovery to delivery, collaborating with cross-functional stakeholders to align technical strategy with user needs and maintain design consistency across all touchpoints.

• Directed a team of 5 designers through a full brand overhaul and website redesign, aligning the visual identity with business goals and achieving a 30% increase in brand recognition and a 25% boost in conversion rates.
• Spearheaded the redesign of 14+ websites by implementing data-driven UX strategies and usability testing frameworks, delivering a 60% increase in conversion rates across the portfolio.
• Introduced Agile methodology and A/B testing practices to the design team, creating a culture of structured experimentation that boosted overall team productivity by 35%.

• Delivered UX design solutions across 7+ e-commerce projects by applying user-centred design principles throughout the product lifecycle, resulting in a 20% increase in user retention.
• Redesigned the company's core website by identifying usability gaps and implementing data-informed design improvements, achieving a 27% reduction in bounce rate.
• Partnered with the SEO team to align site architecture and design decisions with search best practices, driving an 80% increase in organic traffic to the website.