Case Studies
Design Portfolio
Projects across product, brand and AI-powered digital solutions.
Framelab
Challenge
Define and deliver the entire design vision for Framelab from the ground up. Brand identity, UX architecture, marketing assets and a production-ready landing page.
My Role
Lead AI Designer. End-to-end ownership of UX/UI, marketing asset generation and landing page build, from first pixel to live deploy.
Process & Key Decisions
Integrated AI tools at every stage: Flora and ComfyUI generative AI for marketing assets, also Figma and Claude for building and iterating the landing page end-to-end without engineering dependency. This provided efficiency and collapsed the usual design-to-production gap.
Outcome
A seamless complete brand and web presence delivered at AI speed. Full UX, marketing assets and a live landing page, all owned by design with no engineering handoff required.
Chainpay
Challenge
Build a fintech product from scratch across every customer touchpoint (mobile app, website, landing pages and marketing campaign) with design as the connective tissue between product and growth.
My Role
UX Designer, end-to-end. Responsible for app UX and UI, website and landing page design, marketing campaign assets for paid media and email.
Process & Key Decisions
Designed the app, website and campaign assets under a unified brand system from start. This meant the same visual logic that drove app trust also powered the paid media creatives and email sequences. For a fintech product, trust is the conversion mechanism: every surface was designed to reduce friction and communicate security. Landing pages were built to convert specific paid traffic, with variants tested before implemenation.
Outcome
A cohesive product and brand system across app, web, and paid channels — designed to convert at every stage of the funnel, from first ad impression to in-app activation.
KitchenAid
Challenge
Increase promotional conversions for KitchenAid Canada, working within an established design system and tight stakeholder constraints.
My Role
UX designer leading research, concept development, and A/B testing.
Process & Key Decisions
Users were missing active promotions because they weren't surfaced at the right moment. The proposed fix, a "Promo Drawer" interactive carousel, faced pushback from some team members. Instead of compromising, pushed for A/B testing to let the data decide. It did.
Outcome
+60% increase in sale-page visits and +13% lift in orders after rollout. Strong opinions need to be validated, not just argued.
Bobcat
Challenge
Audit and rebuild Bobcat's Figma design system, fragmented across multiple files with duplicate components, outdated patterns, and version conflicts.
My Role
Responsible for the audit, governance definition, rebuild, and documentation.
Process & Key Decisions
Started with a full component inventory across all Figma files, mapping what existed, what was in use, and what could be retired. Decisions were grounded in real usage data and direct company feedback. Rebuilt with a variable-based foundation and, just as importantly, per-component Do's and Don'ts so the system would actually be used correctly across teams.
Outcome
A living, scalable design system any stakeholder can navigate and apply. Complex and fragmented turned into clear and shared.
Traders Central
Challenge
Lead the full rebrand and product design of a fintech startup preparing for rapid international expansion, across digital product, marketing, and brand.
My Role
Design lead and team lead. Recruited and mentored a team of 5 designers while owning the full scope: product iteration, new features, campaigns, visual assets, and brand system.
Process & Key Decisions
With 160K+ active users and multiple markets to serve, consistency was non-negotiable. Built a visual language that could stretch across product UI, global campaigns, and local markets without breaking. Strategic and systems decisions stayed centralized; execution was delegated to give the team real ownership.
Outcome
Successful scaling across international financial markets with a coherent brand identity. Continuous testing kept the product improving post-launch.
Kinfolk
Challenge
Design a complete D2C e-commerce experience for an outdoor gear brand, across web and a native iOS app, while building the content infrastructure to support it: SEO and AI-optimized copy, and a scalable product imagery system.
My Role
End-to-end product designer and content systems lead. UX architecture, Shopify layout, PDP/PLP patterns, cart and checkout, iOS app design, and the AI-powered content pipeline.
Process & Key Decisions
Designed web and mobile in parallel rather than sequentially, forcing consistency from the start and avoiding the typical mobile-afterthought problem. On the content side, built an automated ComfyUI workflow to generate product photography from a single source image, paired with copy templates optimized for both traditional SEO and AI search. No photoshoots, no bottlenecks.
Outcome
A unified shopping experience across web and iOS, grounded in D2C conversion principles from discovery to purchase. Plus a content system that keeps producing without adding headcount.
Whirlpool
Challenge
Improve homepage performance and clarity with a constrained budget and one hard rule: no new features, no new content.
My Role
Lead UX designer, responsible for research synthesis, concept development, and user testing.
Process & Key Decisions
Whirlpool already had rich internal data and well-defined personas, so the work was about ruthless prioritization: same content, restructured around actual user needs. New hierarchy, clearer pathways, nothing added. Two concepts went into live testing. Option A won.
Outcome
Users reported clearer navigation, faster access to what they needed, and a stronger perception of brand value. Sometimes the biggest gains come from better organization, not more features.