Start.Scale.Succeed.
60+ product UIs shipped. Research-led product surfaces for SaaS dashboards, mobile apps, e-commerce checkouts, and complex web platforms. Journey maps backed by user interviews, design systems built to scale, prototypes engineers can ship without translation.
5-8 user interviews, usability testing, contextual inquiries. We watch real users before we touch a pixel.
Get Quote →Cross-channel journeys with friction points, jobs-to-be-done, key moments of truth. Tied to revenue impact.
Get Quote →Sitemaps, taxonomies, content models, navigation patterns. Make complex products navigable.
Get Quote →Low-fi to high-fi in Figma. Interactive prototypes for stakeholder approval before engineering kicks off.
Get Quote →Token-based design systems with components, variants, and developer documentation. Shipped in Figma + code.
Get Quote →Round-trip testing of prototypes and live products. Quantitative + qualitative findings, prioritised fix list.
Get Quote →Stakeholder interviews, user interviews, competitive teardown, analytics deep-dive.
Information architecture, journey maps, low-fi wireframes, content model decisions.
High-fi UI in Figma, interactive prototypes, design system tokens, accessibility checks.
Usability testing, iteration, engineering handoff with annotated specs.
I have audited hundreds of products that looked fine in Figma but fell apart in front of real users. The difference between a product people use and one they abandon is rarely visual polish. It is the dozens of micro-decisions about flow, hierarchy, default states, error handling, and edge cases. Good UX is invisible. Bad UX is the only thing the user remembers.
The work I do is not making it pretty. It is making sure the user reaches their goal in the fewest possible steps, with the lowest possible cognitive load. Every screen I ship has a clear primary action, a forgiving error state, and a graceful path back when something goes wrong. That is what turns a one-time visit into a long-term customer.
Heuristic review, user interviews where appropriate, analytics deep-dive (heatmaps, funnels, session recordings via Hotjar or Microsoft Clarity), competitive teardown. You leave with a prioritised fix list — not an 80-page PDF.
Content audit, sitemap, user-flow diagrams, navigation structure. Done before any pixel gets pushed. If the IA is wrong, no amount of pretty design will fix it.
Lo-fi wireframes for layout decisions, then mid-fi to high-fi for interaction patterns. Interactive Figma prototypes you can click through before we touch code. Test the experience cheaply before you pay to build it.
Pixel-perfect screens for every primary state (default, hover, active, loading, empty, error, success). Light and dark mode where applicable. Mobile, tablet, desktop. All of it on a real grid with real type scale.
Tokens, components, patterns, documentation. Everything named, organised, and ready for engineering handoff. No designer-only components that engineers cannot reproduce.
Specs, redlines, asset exports, motion guidelines. I work directly with your engineers (or mine) to make sure what shipped matches what was designed. No design intent vs reality drift.
Five-step welcome tours that nobody reads. I replace them with progressive disclosure — surface features when the user has context to use them, not on day zero.
No items found tells the user nothing. Empty states should explain WHY there is nothing and EXACTLY what to do next. Done right, they convert better than the populated state.
Error 500 helps no one. Errors should explain what happened in plain English and offer a path forward. The user broke nothing — your error message did.
Every additional field reduces conversion. I audit forms for fields you do not actually need — and find them every single time. The shortest form is the one that converts.
Three different button styles for the same action across screens. Modal that closes on Escape on one page but not another. Small inconsistencies destroy trust faster than any single bug.
60-80 percent of traffic is mobile. Yet most products are designed desktop-first then crammed onto a phone. I design mobile-first and scale up — because that is how your users actually find you.
Week 1 — Discovery. Stakeholder interviews, current-state audit, analytics review, competitive look. I write a 5-page diagnosis that goes to you for sign-off before any design work starts. If we disagree on the problem, we will not solve it together.
Week 2-3 — Architecture. Sitemap, user flows, lo-fi wireframes for the most critical user journeys. We test these with 5 real users (Useberry, Maze, or guerrilla-style) before going further. Cheap to fix at this stage. Expensive to fix later.
Week 4-6 — Design. High-fidelity screens, design system, prototypes. Weekly Loom walkthroughs and a 30-minute Figma jam every Friday. You see progress in real-time, not at the end.
Week 7+ — Handoff and ship. Engineering specs, redlines, asset exports. I sit in on dev sprints to answer questions and make on-the-fly decisions. After ship, two weeks of post-launch refinement built in.
The UI/UX work I have shipped spans B2B SaaS dashboards (analytics tools, internal admin platforms, customer success software), consumer mobile apps (fitness, finance, social), e-commerce front-ends and product configurators, healthtech patient portals, and edtech learning platforms. Different audiences. Different success metrics. Same fundamentals: clear hierarchy, predictable interaction patterns, forgiving error handling, and accessible defaults.
Each industry has its own conventions. SaaS dashboards live and die by data density and keyboard navigation. Consumer apps need first-touch delight and effortless onboarding. E-commerce needs trust signals and zero friction at checkout. Healthtech demands accessibility and HIPAA-grade clarity. I bring patterns from each into the next when they fit — and resist them when they do not.
The mistake I see most often: copying patterns from a famous app without understanding why those patterns work in context. Slack chat patterns do not transfer to e-commerce. Stripe checkout patterns do not transfer to a SaaS dashboard. Good UX is contextual. The same interaction can be brilliant in one product and broken in another.
Design: Figma is my primary canvas — components, variants, auto-layout, design tokens, dev mode for handoff. For 3D and motion: Spline, After Effects, and Lottie for production-ready animations.
Research: Hotjar and Microsoft Clarity for heatmaps and session recordings. Maze for unmoderated usability tests. Useberry for first-click and tree tests. Calendly + Loom for moderated interviews.
Prototyping: Figma prototypes for static flows, Framer for motion-heavy or interactive concepts, ProtoPie when I need micro-interactions you cannot fake in Figma.
Handoff: Figma Dev Mode, Storybook for component libraries, Zeplin where teams prefer it. I also write engineering specs in Notion for non-visual logic — empty states, error conditions, validation rules, loading sequences.
Accessibility: Stark plugin for contrast and color-blind checks, axe DevTools for live audits, manual keyboard testing on every screen. WCAG 2.2 AA is the baseline I ship — not the ceiling.
Roughly 15 percent of users have some form of disability. Designing for them is not charity — it is good design that benefits everyone. Captions help in noisy cafes. High contrast helps in bright sunlight. Keyboard navigation helps power users. Voice-over support helps drivers. Accessibility patterns make the product better for the entire user base, not a minority slice.
Every screen I ship gets keyboard tested, screen-reader tested with VoiceOver and NVDA, and color-contrast audited. Form fields get explicit labels. Buttons announce their purpose. Decorative images get empty alt attributes. Interactive elements get visible focus states. None of this is optional. None of this slows the project. It is just how good UX work runs in 2025.
Accessibility audits are included in every UI/UX engagement at no extra cost. If your product fails WCAG 2.2 AA after launch, I fix it on me. I have never had to make that promise good in five years of shipping work — because I bake accessibility in from day one.
Every interface I ship gets instrumented for measurement. Conversion funnels in GA4 or Mixpanel, scroll depth and engagement tracking via PostHog or Hotjar, A/B test variants in Google Optimize alternatives like VWO or Convert. Hypotheses get written before tests, success metrics get defined upfront, and we ship the winner — not the prettier option. Average lift across the last twelve client projects: 23 percent on primary conversion, 41 percent on secondary engagement. Numbers live or die by what happens after launch, not before.