Ever look at a digital product and think, “This could be way easier”? Yeah, me too.

I’m all about taking the complexities of the digital world and turning them into intuitive, user-friendly experiences that just work. Whether it's UX, branding, or building scalable products, I dive into design with a healthy mix of creativity and a whole lot of product knowledge.

My design story started, fittingly, with food (and a little startup chaos). I joined the Web Team of a fast-moving startup, working with restaurants and food businesses to bring their ordering systems online. It was scrappy, fast-paced, and a crash course in what makes a good digital experience actually work. I wasn’t just choosing typefaces, I was learning how to design within real technical constraints, communicate with developers, and adapt quickly when things (inevitably) broke.

That’s where the spark really started: I became obsessed with how users interact with interfaces, and how smart, intuitive design can make even the messiest systems feel seamless. I asked too many questions, poked around in the tech side of things, and got hooked on solving real problems through design.

From there, I stepped deeper into the product world, working in e-commerce to build features for some of the biggest retail brands out there. I scoped features, mapped out flows, wrote user stories, demoed prototypes, and worked side-by-side with devs, designers, and stakeholders to bring ideas to life, all while keeping users at the centre and business goals in check.

All the while, I’ve been running my freelance design practice - just me, my laptop, and a slightly concerning number of open Figma tabs. For over three years, I’ve worked with small businesses to craft full brand identities, design packaging, print and media, and build digital products that are as strategic as they are beautiful. It’s made me scrappy, collaborative, and endlessly curious. It also means I’ve been the researcher, the designer, the strategist, and the project manager, which gave me a full-stack perspective on what it really takes to make good design happen.

Now, my sweet spot is product design, blending strategy, systems thinking, and strong UX to create experiences that feel smooth, smart, and maybe even fun. I love when I get to zoom out and think about the big picture, then zoom in and obsess over microinteractions and layout grids.

My toolbox includes Figma, Miro, Jira, InVision, and the Adobe Creative Suite. My real superpower? Balancing user needs, technical feasibility, and business goals without losing my mind (or the clarity of the design).

So that’s me - a product-obsessed designer who cares about the people behind the pixels, the process behind the product, and the weird joy of a perfectly intuitive flow.