Case studies
One product I founded and built end to end, and three from eleven years of refining revenue-critical flows with customers.
An industry marketplace I founded, designed and built (leveraging AI) on my own. I created the ranking algorithm, solved how to avoid unearned reputation, and launched a production-grade platform complete with user & admin dashboards, verified review submission flow & integrations with Stripe, PostHog, Algolia & more.
Live in production — 36,155 unique visitors, now running on auto-pilot
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Customers searching for an international flight hit a screen where every return option looked unavailable. Six prototype & remote usability testing rounds revealed the language and structure customers actually understood.
+$500k AUD revenue per month
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I campaigned to bring this critical project in-house after misaligned agency outcomes. I iterated through several rounds of remote usability testing to produce & evidence a mobile flight purchase flow that customers complete intuitively.
Addressed several critical purchase path confusion points through customer participation
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Two brands, four countries, seven products, 15 years of accumulated UI drift, and no design standards at all. I advocated for the pattern-based workflow and resourcing changes to drive adoption.
Within six months developers reached for the library by default – evolving to a React package still in use
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Also shipped
Happy to walk through any of these in a conversation.
Webjet
Surfacing cached flight prices per date across routes with wildly varying search volume – technically the hardest UX enhancement I championed there. I designed the four-colour algorithm that decided what counted as cheap or expensive on a given route, and prototyped and usability-tested it before build.
Webjet
Flights, hotels, packages and car hire, across responsive web and native iOS/Android. Search widgets, results, cart and ancillaries, payment, success states, itinerary management – plus the email and PDF templates across the booking lifecycle, because printed artefacts still matter to travellers.
Eclipse Fi
Designs were being thrown over the fence from a cluttered Figma canvas and developers were guessing which version was approved. I introduced a signed-off / in-progress workflow with per-product indexes, plus twice-weekly UX–front-end stand-ups so developer input shaped work before it was built. Rebuilds dropped; morale recovered.
Eclipse Fi & LVT Capital
A token public-sale fundraising dashboard reading directly from on-chain RPCs, customer retention Sankey flows across raise events, and a market-data aggregation and visualisation system used to surface investment opportunities.
Get in touch
I’m looking for a full-time, in-house role on a product team that wants to build with its customers. Happy to walk through the research, the insights and the numbers.