Currently designing the 0-1 product experience for Forge, their enterprise app building product
Why?Because the dashboard is the most consistent touchpoint with merchants, yet valuable capabilities often go undiscovered and expansion relied heavily on manual sales rather than product-led discovery
Designed the product-led upsell pipeline to drive more revenue from the dashboard
£190k
Additional revenue within first 6 months
Why?Because critical troubleshooting data was buried inside transaction event logs, forcing merchants to open multiple events to find the information they needed to diagnose a payment
Redesigned the Payment detail view to minimize troubleshooting time
82.6%
Reduction in severity score across key usability issues
Illustrations for the Primer website
Built the design system for Market
Why?Because the product experience was accumulating too much design and tech debt and we wanted a way for the engineering team to ship faster with more accuracy.
Led the creation of Goat, the design system for Primer Dashboard
90%
Adoption across the Primer dashboard
Painted some oranges to brighten up my new office space
Writing
I walked with a river for 44km
Side projects
I run heydesign.systems - an introductory resource to get started with design systems
Why?Because the existing drop-in and headless checkout options available to merchants were either too restricting or too disconnected from the UI that the merchants took months to integrate the Primer checkout.
Led the strategy of Primer Checkout - a highly composable checkout with design tokens
100%
Adoption across frontbook merchants
Why?Because merchants struggled to identify and act on opportunities to improve payment performance, relying on analysts while complex configurations create a gap between insight and execution
Designed the AI Companion experience to help payment managers understand their payment performance
100%
Weekly active adoption among pilot merchants
Why?Because merchants lose significant revenue to hidden FX spreads and lack simple infrastructure to hold, move, and convert funds efficiently across currencies
Designed the Global accounts product from 0-1 to reduce merchant’s forex costs
£450k
Projected additional revenue for the year
This is what I do in between projects
Why?Because…
Designed a unified filtering experience across Primer Dashboard
+20
NPS points in merchant testing
Corner in my house for deep focus work
Built the design systems for Pillow
Writing
Travelling light - My 25L / 6.5kg all-season indefinite travel setup
If we work together, you can expect someone who’s thoughtful, collaborative, and deeply invested in the outcome. I’ll celebrate the wins with you, worry about the rough edges, and care about your product long after the pixels are in place.