Driving end-to-end design for B2B/B2C products with a focus on architectural scalability, user efficiency, and data-driven iterations. Orchestrated feature design from discovery to developer handoff, collaborating across product and engineering teams. Key Project Highlights: Caffeinated Ink (Commissioned — Web & Admin Panel) • Designed a responsive B2C website and admin dashboard for a hybrid coffee & tattoo business, serving two distinct user types: customers booking services and staff managing operations. • Ran task-based usability tests with 5 users; iterated on findings to reduce average task completion time from 4.2 to 1.9 minutes (–55%) and achieve 100% task clarity across all primary flows. • Built a 60+ component design system following Atomic Design principles, enabling 1:1 developer handoff with zero interpretation gaps. • Delivered full IA, wireframes, high-fidelity UI and interactive Figma prototype — end-to-end in 2 weeks. SaaS AI Platform ( B2B) • Designed agent orchestration interfaces for a multi-agent AI workspace, reducing key user actions to 2 clicks and cutting userreported friction by 35%. • Applied CRO principles and psychology-informed microcopy to reduce time-to-value and help users understand complex AI outputs without additional guidance. • Decreased cognitive friction by 60% through progressive disclosure and a UI system that balances product power with simplicity. Personal Portfolio Website • Designed and built an interactive narrative-driven experience, combining custom animations and UX copy — doubled average session duration from 45s to 99s.

Visual identity and collateral for local businesses and event organisers via referral. • Brand Identity: logos and visual systems applied consistently across print and digital. • Marketing collateral: posters and promotional materials for events, managing the full creative cycle.