I’m a Product Designer who bridges business goals and user needs, crafting beautiful experiences for enterprises and startups.

My enthusiasm thrives on data-informed design, both qualitative and quantitative. I’ve honed distinct expertise in shaping product vision and strategy, delivering tangible user value, and innovating in creating 0-1 products.

Case studies

Leading the design strategy to revamp wayfinding experience in Xero with a Jobs-to-be-Done (JTBD) approach

Xero Web Experience: Global Navigation

Crafting a north star communication solution for Xero to give small business customers time back and peace of mind that increased engagement rate by over 24% in the first iteration

Xero Web Experience: Global Notification

Building a 0-to-1 product for key features that drive revenue, leading to over 300 product demo requests within a month

Trally: Live Streaming App