I started out in graphic design, so visual systems, typography and brand are second nature to me. Over time I got more interested in the people using the work: what they need, where they get stuck, and what quietly makes a product harder than it should be. That pulled me toward Product and UX/UI design. Today I work across research, UX strategy, design systems and the interface itself, and I use AI tools where they genuinely sharpen the thinking. I'm now moving toward more product-led work: the calls about what to build, in what order, and why, not just how it looks.

I led UX/UI design end-to-end for a clinical SaaS platform and its marketing site, from early strategy and prototyping through responsive design, developer handoff and design QA. Much of the work was turning dense clinical data into screens two very different people could trust: the clinician reading the numbers, and the parent who just needs to know their child is okay. I owned the design system and component library across the whole product, working closely with engineering and product to keep everything consistent and accessible (WCAG 2.1). I also brought AI tools (ChatGPT, Claude, Figma Make) into the day-to-day for prototyping and content, which cut handoff cycles by around 25%.

I standardised the typography and layouts across print and digital, so everything felt like it came from the same place and was easier to read. I tightened the production workflow in InDesign and Illustrator to turn work around faster without dropping quality, and restructured 45+ legacy internal documents so people could actually find and follow them.

I redesigned the mobile app's UI and UX, made it easier to use, and lifted engagement by 30%. I built one brand system that held together across digital and print, and led the visual storytelling on social, which pushed engagement up 43%.