• Innovative White-Label Journey: Established a white-label journey for diverse partner brands and markets.. Developed customer journeys for partners like IKEA home insurance with 44% growth in annual new business from 2021 to 2023.
• Scalable Customer Portal: Contributed on the revamp of our customer service portal, ensuring consistency, usability, and accessibility. Achieved a significant reduction in requests for customer agents, with positive feedback from user tests and customer satisfaction.
• Internal Tools Enhancements: Led the research and design enhancements of the tool used by customer agents and claims handlers to streamline workflows, aligned with different departments/domains, optimise user interfaces, and improve overall efficiency and increase user satisfaction.

• Design System Management: Established and maintained a robust design system in Sketch and Figma. Managed white-label components, and developed a system allowing theming for over 20 partner brands.
• Core Research and Feature Development: Led, conducted and supervised UX research, and collaborated with teams for successful feature implementation. Supported impactful A/B tests culminating in increasing the IKEA visitor to purchase conversion rate +17% in a year.
• Mentorship and Collaboration: Acted as a mentor for apprentices, engaging in daily stand-ups and leading collaborative sessions.

• User Experiences Enhancement: Orchestrated the design strategy for Coinrule's cryptocurrency trading automation platform, refining visual designs, wireframes, user flows, and prototypes to optimise usability and foster user engagement.
• Rule Setting Page Redesign: Recognised the necessity of simplifying the complex trading rule setting page based on user feedback. Led efforts to transform the page into user-friendly designs, reducing cognitive load and enhancing overall user experience.
• Stakeholders Collaboration: Worked hand-in-hand with cross-functional teams (CEO, traders, marketing, engineers) to seamlessly integrate new features and journeys within the broader user journey.
• Streamlined Design Process: Oversaw the end-to-end design process, from conceptualisation to final hand-off to the engineering team. This efficient management facilitated a smooth transition from design to implementation, resulting in a refined product that effectively addressed user needs and business objectives.
• Design System: Established and maintained a comprehensive design system in Figma, guaranteeing consistency and scalability across Coinrule's digital ecosystem.

• Platform Architect: Joined Homie Co, an Australian startup focused on providing affordable accommodation for international students. Translated business concepts into flows, information architecture diagrams, actionable wireframes, laying the foundation for the platform's development from the ground up.
• Holistic Design Approach: Developed various design elements including artefacts, user flows, wireframes, and prototypes.
• Design System: Developed a practical design system ensuring consistency across the platform.
• User-Centric Advocacy: Advocated for a customer centric approach, ensuring that the platform's features and functionalities aligned closely with the needs and preferences of its target audience.
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• Conducted qualitative/quantitative UX research to support product design development.
• Devised user journeys and user flows.
• Created mid-fi & hi-fi wireframes.

• Research on Female Genital Mutilation (FGM) Prevention: Systematically identified best practices and documented the organisation's experiences in preventing FGM, culminating in a comprehensive report.
• Personal Interview Coordination: Organised and conducted in-depth personal interviews to gather insights from relevant stakeholders and experts in the field.
• Data Analysis Proficiency: Conducted both quantitative and qualitative data analysis to extract meaningful insights and patterns, informing evidence-based recommendations.
• Workshop Facilitation: Led workshops with research participants and social workers to disseminate key findings, share lessons learned, and collaboratively develop actionable recommendations.
• Project Management Oversight: Managed the entire research project, from planning to execution, ensuring timely delivery of outcomes and alignment with organisational objectives.

• European, nationals & private grants management.
• Wrote proposals for new strategies and projects.
• Coordinated and participated in meetings and networks.
• Social work intervention with program users
• Coordinated volunteer teams.