Case studies exploring SaaS products, design systems, accessibility, and AI-powered experiences designed to simplify complexity and create lasting value.
The project introduced support for all major discount types, including Product Discounts, Cart Discounts, Discount Codes, Direct Discounts, and Recurring Order Discounts, while significantly improving the clarity and usability of the order summary experience. The work focused on helping business buyers better understand pricing, savings, taxes, shipping costs, and applied promotions throughout the purchasing journey.
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Redstor provides cloud backup, disaster recovery, and data management solutions for businesses. As part of the product growth strategy, I designed an end-to-end onboarding journey that allowed users to start free trials without assistance from the sales or technical teams. The project included the complete trial registration flow, account creation process, payment setup, confirmation states, and a customer dashboard where users could manage their profile, active products, and billing information. The goal was to simplify a previously manual process while creating a scalable experience that improved customer autonomy and reduced operational overhead.
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A UX/UI redesign concept for Proton Contact, focused on creating a high-converting marketing website that clearly communicates product value, improves user engagement, and encourages account creation through a structured user journey and conversion-focused experience. The project combined user journey mapping, information architecture, wireframing, heuristic evaluation, responsive design, and KPI planning to ensure both user needs and business goals were addressed throughout the design process.
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Over the last decade, I’ve designed digital products across B2B and B2C environments, including enterprise SaaS platforms. My background spans UX, UI, research, product strategy, and front-end coding, allowing me to contribute from discovery to delivery.
I’m passionate about solving complex problems and creating experiences that help people achieve their goals. Today, my work focuses on product design, design systems, and human-centred AI. I believe great design is about creating clarity.
Research users, stakeholders, business goals, technical constraints, and opportunities.
Frame problems, align priorities, and identify the outcomes that matter most.
Create concepts, flows, wireframes, prototypes, and experiments that reduce uncertainty.
Collaborate with engineers and stakeholders to ship quality experiences and continuously improve the product.
Senior product design across platforms, systems, AI experiences and digital products.
commercetools
At commercetools, I design and improve experiences within the Merchant Center, the core platform used by enterprise teams to manage and scale their digital commerce operations. My work spans product design, design systems, accessibility, and AI-powered experiences, helping create intuitive, scalable solutions for complex B2B and B2C commerce workflows. I collaborate closely with product managers, engineers, researchers, and stakeholders to align user needs with business goals, drive accessibility standards, evolve the design system, and explore emerging AI capabilities that enhance productivity and decision-making across the platform.
Transmission
Designed enterprise SaaS platforms, customer experiences, and digital products for global organisations including HP, EY, AutoStore, Enfuce, Michael Page, and Lloyd's Register. Contributed across the full design process, from discovery and research to interaction design, prototyping, and delivery, working closely with cross-functional teams to create impactful digital experiences.
Rif Raf
Led branding projects from concept through production, helping eCommerce businesses build strong and consistent brand identities across digital touch points. I worked closely with clients to define visual direction, create brand assets, and ensure high-quality execution across websites, marketing materials, and digital campaigns. Alongside branding, I evaluated and improved user experience and information architecture for eCommerce platforms, identifying opportunities to simplify navigation, enhance usability, and support business objectives. By combining strategic thinking with strong visual design skills, I helped create engaging online experiences that improved both the look and feel of customer-facing products. My work spanned graphic design, brand identity, product strategy, wireframing, digital design, strategic thinking, user experience design, information architecture, user interface design, and presentation and stakeholder communication.
A selection of digital products, tools or web apps that I’ve designed alongside my professional work.
I write about product design, AI, strategy, and the evolving relationship between people and technology.
We’ve started calling AI-generated interfaces “prototypes.” Most aren’t. They’re proof that an interface can be built but not proof that an experience works.
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A UX and business & strategy look at how Canva’s is redefining value in the creative software market.
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Building digital experiences accessible for all is not only the right thing to do...
Read ArticleMy process starts with understanding the problem, the people affected by it, and the business goals behind it. From there, I work through discovery, user flows, prototyping, and interface design before collaborating closely with engineers through implementation. The goal is not simply to ship features, but to create solutions that are useful, scalable, and aligned with both user and business needs.
I do well in complicated scenarios where clarity matters. This includes software as a service (SaaS) platforms, products for businesses, design systems, artificial intelligence (AI)-powered experiences, and workflows with many stakeholders, rules, APIs or dependencies. I enjoy making complicated things simpler so that people can do their work better.
Absolutely. I work closely with engineers throughout the design process, from the early stages where we explore the technical side of things and talk about whether it can be done, to the later stages where we put it into practice and make improvements. My knowledge of front-end development helps to make sure that the final product is consistent with the original design. This makes sure that the user experience is consistent, accessible and practical to build.
I think about people when I design AI products. People should understand what the system is doing, why it is doing it, and how much they can trust the results. I focus on being open and honest, building trust, having control, and giving useful feedback. I design experiences that help users make informed decisions, not just accept results from AI.
The definition of success depends on the context, but I typically consider a combination of user and business outcomes. These may include task completion, adoption, efficiency gains, reduced support requirements, positive customer feedback, improved accessibility and faster time to value. I also consider whether the solution is scalable, and if teams will be able to build on it effectively over time.
When I’m not working, I like to make things, try out new ideas and work on my own creative project.
Ambient and electronic music exploring atmosphere, emotion, and storytelling through sound.
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Original illustration art project collection inspired by nature.
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A growing collection of independently published books and children's stories available on Amazon.
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A curated collection of original illustrations, prints, and merchandise exploring the relationship between nature, technology, and human experience.
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