Senior Product Designer & Technical Founder
I lead product design for complex technical B2B products. My background combines 6+ years leading B2B and B2C product design teams at Webjet (ASX:WEB) - including founding the org's first UI Pattern Library and a remote-research practice running 400-1000 usability-study participants per year - with 12+ years as a hands-on full-stack engineer (200+ production websites at Enigma/XO Digital, plus a four-app monorepo solo-built at Web3Connect.com).
Equally fluent leading a small design team, partnering with engineering as a peer, and shipping production code.
At the Webjet UX project wall
UX whiteboard workspace at Webjet
Checkout page rebuild scoping
Webjet, multi-year programme from 2015
Problem scoping through stakeholder buy-in across engineering, product, and marketing, to staged rollout across web and native iOS/Android. Shipping velocity, UI consistency, designer onboarding, and design output all materially improved.
Webjet
Research-led iteration on prototype, modal-copy chunking, and visual hierarchy. +0.2% conversion on trans-Tasman routes, +0.4% on the international subset using the new interface; estimated +$500k AUD TTV uplift per month.
Webjet
Iterative process from sketch through prototype through usability-testing rounds. Findings reshaped the design at each round - the artificial-loading-screen expectation, education on what a "paired flight" was, an explicit "select a different departing flight" recovery, and filter-placement effects on engagement.
Solo-designed and built, 2025 - present
B2B marketplace platform connecting blockchain founders with verified service providers. Four-app monorepo across six servers, design system established before any UI mockups, user dashboard built around three archetypes with tiered messaging, and agent-readable routes for the AI-agent-as-user.
Most of my portfolio is live in production: