I’m a
Lead Designer
with 12 years of experience, who loves
the messy middle, the space where a vague idea needs to become a tangible, scalable reality.
I bridge the gap between product strategy, brand vision, systems thinking and high-fidelity craft. If you’re looking for a partner to
help scale a design culture, go from 0 to 1,
make the complex simple, or
turn lemons into lemonade,
let’s talk. Outside of design, I also make films and paintings.


Design Process
CV
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ProjectClient
1Post ComposerNextdoor
2EventsNextdoor
3Content Moderation SystemNextdoor
43 Year Product VisionNextdoor
5Financial DashboardFlychain
6Brand Refresh & Website RedesignFlychain
7Store Experience and DesignTrove
8Cheddar CounterTrove

Pipit


Money well spent.




Pipit is a life-first budgeting app that inverts the traditional model — it starts with your goals and works backwards to your money. Users define what they're saving toward in their own words, then build a spending plan around those goals. 



RoleSolo product designer on a two-person founding team (one designer, one engineer). Responsible for end-to-end product design: from competitive positioning and product strategy through to brand voice, UX flows, feature prioritisation, and interaction design. 








Tetris Language


Pipit's visual identity is built around a single reframe: budgeting is a puzzle, not a punishment. Tetris is the creative reference: every spending category is a piece, every month is a board, and a balanced budget feels like a cleared line. This metaphor runs through the entire product: the loading screen uses a live Tetris game, and when a user hits a goal milestone, a piece locks visibly into place, making progress feel earned and satisfying rather than clinical.

The metaphor does its heaviest lifting in the reallocation feature. When an unexpected expense comes up, users don't "fail" their budget, they just have to move a piece. 














Goals in Your Own Words


Rather than selecting from preset categories, users define their financial goals in natural language e.g. "finally get a dog," "leave my job by 30," "Japan trip with Maya." This creates genuine emotional ownership that generic tools can't replicate, turning the budget from a spreadsheet into something personally meaningful and hard to abandon.













Intentional Manual Entry


Every time a user logs a spend, they're making a deliberate, mindful decision rather than passively syncing a bank feed. The experience is designed to prompt reflection before the moment passes, creating spending awareness that changes behavior over time.