Product Design Lead — from zero to scale, building products people return to
Mobile · Web · Design systems · 0→1
What I bring
Graphic design degree.
Deep understanding of all design basics: colour, typography, composition.
I own the full design cycle.
From first idea to shipped product: research, brand, UX, design system, testing, handoff.
I work with mobile and web.
Shipped iOS, Android apps, marketing sites, B2B dashboards.
Experience across diverse industries.
Femtech, fitness, fintech, healthcare, streaming, education, utilities, iGaming.
10+ years in the craft.
Shipped real products across brand, product, and motion design.
I've led teams.
Led a team of 5 designers. Hiring, onboarding, feedback, one-on-ones — in parallel with an IC role.
I check before I design.
Interviews, usability testing, market research, A/B tests, looking at the numbers.
I build design systems.
Built from scratch. Managed one used by 25+ UX designers, 200+ brand designers, 250+ products.
I build brands from the ground up.
Built branding for products from scratch: naming, logo, style, brand guidelines.
I animate.
After Effects, UI micro-interactions, onboarding, brand animation.
Background in dev.
HTML and CSS from my early career. I can talk to developers in their language.
AI in my workflow.
AI-powered workflow: Claude, Figma agents, image and video generation — across the full design process.
About
Nothing motivates me more than seeing a product I designed actually change someone's daily habit — and help them reach a goal they care about. I get genuinely excited when data confirms a decision worked, whether that's a consumer app or a SaaS platform. I care about retention, conversion, and activation as much as the screens themselves — and I bring the same rigour to both.
My work is end-to-end: research, design, systems, and handoff. I connect design decisions to measurable outcomes through user feedback and A/B testing, and I know how to work at both IC and lead level — distributing ownership, running one-on-ones, and keeping quality consistent as teams scale.
Design systems are a core part of how I work. I've built them from scratch and scaled them across platforms — putting the processes in place that let a team stay consistent without slowing down.
10+ years in the craft. 10 shipped apps, 5 SaaS services, 20+ websites — across health & fitness, education, entertainment, fintech, and utilities. Led a team of 5 designers.