Case Studies

Experience

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Case Studies

Experience

Let's Chat

Lead Product Designer

Let’s align your product strategy with high-converting design.

I recovered a multi-million dollar affiliate stream and doubled conversions via a custom commerce engine

I led the emergency recovery of a national media vertical, restoring 100% search visibility in 30 days and increasing net margins by 30% through a native commerce architecture.

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Margin Growth

30%

Conversion Lift

I recovered a multi-million dollar affiliate stream and doubled conversions via a custom commerce engine

View case study

Margin Growth

30%

Conversion Lift

I drove 97% user engagement for 15+ iconic brands while scaling the network to 58,000+ active users

I replaced legacy silos with a scalable enterprise design system, slashing editorial effort by 37% and delivering a high-performance UX for a national media network.

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Increase In User Acquisition

9×

Conversion Rate

4.5%

I drove 97% user engagement for 15+ iconic brands while scaling the network to 58,000+ active users

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Increase In User Acquisition

9×

Conversion Rate

4.5%

I built a $1M self-service quote engine and slashed friction from 3 hours to 15 seconds

I led the transformation of Ansarada's legacy, sales-dependent pricing into a high-velocity Digital Quote Hub. This strategic overhaul eliminated $30K in hidden friction and captured high-intent advisors who previously abandoned the funnel, directly contributing $1M in new revenue with a 69% growth in conversion.

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Funnel Conversion Lift

69%

Speed Improvement

99.8%

I built a $1M self-service quote engine and slashed friction from 3 hours to 15 seconds

View Case Study

Funnel Conversion Lift

69%

Speed Improvement

99.8%

An Agentic AI Commerce Engine for a national media network

This project moves beyond static affiliate links to create intelligent, "AI-friendly" shopping templates. By optimizing for autonomous agents and universal checkout, this framework is designed to future-proof revenue and maximize reach across the evolving AI search landscape.

Coming Soon

An Agentic AI Commerce Engine for a national media network

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Designed and Coded By Me

From Strategy to Shipped Code

As a hybrid product designer, I move beyond static mockups — designing the interface, coding the interaction model, and shaping the final experience into something users can understand fast.

Engagement Loops

Immersive Video Architecture

I engineered a highly engaging, custom video carousel UI for Marie Claire AU to bring social-first storytelling directly to the editorial homepage. Blending motion design principles with clean frontend execution via an AI-driven development pipeline, I designed and coded the responsive layout, touch-optimized interactions, and custom native video controls. By removing engineering handoff friction, I shipped a lightweight, performant UI module that retains traffic, bridges content channels, and aggressively drives on-platform user engagement.

Before

After

Traffic Routing

Funnelling editorial readers directly into a premium business directory

I transformed static, text-heavy vendor listings into a modern, high-converting navigation module for Home Beautiful. Bypassing the traditional engineering bottleneck, I designed and custom-coded a responsive card architecture that integrates directly into long-form editorial content. By replacing unstyled lists with clear visual hierarchy and micro-interactions, I built a seamless traffic highway that scales directory engagement and maximizes partner visibility.

The Conversion Engine

Premium paywall feature

Moving from end-to-end UX architecture directly into production code, I designed and custom-coded modular sales landing pages and adaptive inline paywall templates. Leveraging an AI-assisted frontend workflow allowed me to build and ship this high-performing commerce asset at lightning speed, eliminating engineering handoff while strictly optimizing for subscriber CVR

Before

After

Featured coded build · Information hierarchy

From flat text to dynamic UI

I transformed static retail bullet points into a coded, scannable data-visualization system — making value easier to compare, trust, and act on.

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My Process

I don't follow a rigid UX checklist. Instead, I operate a continuous, highly collaborative framework engineered to bridge user friction with measurable business growth. I move fluidly between data signals, deep UX architecture, and cross-functional alignment to ensure we build the right thing, scale it efficiently, and measure its actual product impact.

01
Discover & Align
I kick off initiatives by marrying quantitative analytics reviews with cross-functional alignment workshops. By bringing Product, Engineering, and Business leads to the table early, we define clear success metrics, uncover tech constraints, and scope out the commercial opportunity before a single pixel is drawn.
Experiment & De-Risk
I translate complex behavioral data into rapid interactive prototypes and growth-led hypotheses. Through continuous discovery and user testing, I intentionally look for reasons why an idea might fail—allowing us to de-risk features and optimize conversion pathways early in the lifecycle.
02
Scale & Systemise
Design doesn't stop at a single screen. I structure solutions into robust, cross-platform UI systems and component libraries that scale seamlessly across multiple brands or digital products. I work directly in step with engineering to align design tokens, ensuring high code-reusability and zero loss in visual fidelity during handoff.
03
Ship, Measure & Iterate
Launching is just the baseline. I partner closely with product managers and growth teams to track post-launch performance, analyze A/B test variants, and monitor conversion metrics. I use these real-world data points to continuously iterate, ensuring the experience sustains long-term business value and user engagement.
04

My Process

01

Discover

Brainstorming sessions in order to take their needs and company goals into account. Define the scope and objectives of the project and lays a fundamental foundation for everything that comes after.

Develop

Define the user experience, test and evaluate design concepts, and analyze how your designs will inform behavior and effect the experience of the user.

03

Define

Gather additional information about the ideal client, market opportunities and design sprint. Getting direct feedback from users themselves through user surveys and field activities.

02

Deliver

Determine design patterns, elements of template pages, different framework options, and work with developers to test design functionality.

04

My Process

01
Discover & Align
I kick off initiatives by marrying quantitative analytics reviews with cross-functional alignment workshops. By bringing Product, Engineering, and Business leads to the table early, we define clear success metrics, uncover tech constraints, and scope out the commercial opportunity before a single pixel is drawn.
Experiment & De-Risk
I translate complex behavioral data into rapid interactive prototypes and growth-led hypotheses. Through continuous discovery and user testing, I intentionally look for reasons why an idea might fail—allowing us to de-risk features and optimize conversion pathways early in the lifecycle.
02
Scale & Systemise
Design doesn't stop at a single screen. I structure solutions into robust, cross-platform UI systems and component libraries that scale seamlessly across multiple brands or digital products. I work directly in step with engineering to align design tokens, ensuring high code-reusability and zero loss in visual fidelity during handoff.
03
Ship, Measure & Iterate
Launching is just the baseline. I partner closely with product managers and growth teams to track post-launch performance, analyze A/B test variants, and monitor conversion metrics. I use these real-world data points to continuously iterate, ensuring the experience sustains long-term business value and user engagement.
04

Skills

UX Design

UI Design

Product Design

Design Systems

Front-End Development

HTML

CSS

Claude AI

Design Sprint

Interaction Design

User Testing

Usability Testing

UX Research

Leadership

Mentoring

Vibe Coding

+ More

Skills

UX Design

UI Design

Product Design

Design Systems

Front-End Development

HTML

CSS

Claude AI

Design Sprint

Interaction Design

User Testing

Usability Testing

UX Research

Leadership

Mentoring

Vibe Coding

+ More

Skills

UX Design

UI Design

Product Design

Design Systems

Front-End Development

HTML

CSS

Claude AI

Design Sprint

Interaction Design

User Testing

Usability Testing

UX Research

Leadership

Mentoring

Vibe Coding

+ More

Lovable
Build software products, using only a chat interface.

Lovable
Build software products, using only a chat interface.

Lovable
Build software products, using only a chat interface.

Experience

Visa Status: Australian Citizen, E-3 / H-1B / Green Card eligible

Lead Product Designer

Operating as the sole product designer for a 300+ person organization, I direct the end-to-end design strategy across multiple engineering squads to support a massive ecosystem of 1M+ users. I completely own and govern our high-scale design operations, managing 15 separate Figma libraries to unify multi-brand editorial and marketplace platforms. By partnering directly with Product, SEO, and Engineering leads, I translate commercial goals into high-impact digital engines—driving a 9x increase in user acquisition and a 2x conversion lift through standalone, rapid experimentation.

Are Media

2022 - Present

Product Designer

I owned end-to-end product design for high-value revenue funnels, leveraging data and engineering constraints to transform legacy workflows into optimized digital experiences. By validating hypotheses through iterative journey mapping, I spearheaded the design of an e-commerce self-service quote hub. This strategic shift slashed a critical user friction point from 3 hours to 15 seconds, driving a 69% lift in funnel conversion.

Ansarada

2021-2022

UI/UX Designer + iOS/Android App Manager

I managed the full product lifecycle for cross-platform mobile ordering apps, web applications, and high-trust finance design, bridging complex interaction architecture with front-end execution. I established early-stage design systems and loyalty frameworks to optimize engineering handoff, drive conversion, and refine interface behavior through continuous usability testing. Over a five-year tenure, this data-driven optimization successfully maintained strong app store retention and long-term user engagement.

Shift8

2016-2021

My Side Quests

Ready for the next big challenge.

Let's Get To Work

Schedule a call with me

+61 412 758 233

Mail

Ready for the next big challenge.

Let's Get To Work

Schedule a call with me

+61 412 758 233

Mail