A brand recovery that never made it to launch, but still did its job.
Project overview
Spiroflex makes high-tech bellows, and came in needing more of a reset than a simple redesign. Working alongside a partner marketing agency handling the marketing side, the project started with a recovery workshop to get the brand and business goals back in sync before any design work began.
Role
From there, I designed the website itself. It never made it to a live launch, but the groundwork done in that recovery phase, getting clarity on what the brand actually needed to say and who it needed to say it to, was real work worth showing.
Carts Guru – Email Marketing Automation
Years of listening to users and turning it into features that mattered.
Project overview
Carts Guru is a marketing automation platform for online stores, similar in spirit to tools like Klaviyo, built around helping stores create and manage email and SMS campaigns that actually move sales.
Role
I worked with them as a product design consultant over several years, moving through many redesigns and new features as the product grew. A lot of that work came directly from user feedback: figuring out what people were actually struggling with and turning that into decisions about what to build next, not just how it should look.
Audio Calibration App
Fitting professional-grade audio control into a phone-sized screen.
Project overview
This app lets professionals test and edit settings on high-end amplifiers inside car audio systems, adjusting limits and calibration that would normally be handled through dedicated hardware controls.
Role
As product designer, the core challenge was translating something genuinely technical, understanding exactly what is adjustable, what the limits are, and how it all interacts, into an interface that could actually fit on a phone screen instead of the much larger surface professional audio equipment normally gives you. That meant a lot of prioritization: deciding what earns space on screen and what does not.
Boxara – Hand Crafted 3D Frames
Rebuilding an online store around the story of the product.
Project overview
Boxara makes handcrafted 3D paper art: framed pieces built from paper, ornaments, and small figures, somewhere between a gift and a piece of interior decor. They already had a website, but it was unfinished, and the products were not presented in a way that made sense of what they actually were.
Role
I took this on as developer, designer, and ongoing growth consultant. That started with restructuring the WordPress and WooCommerce setup and completely redesigning how the products were presented, and it has continued since as an ongoing relationship where I keep tracking and adjusting the store’s growth plan.
FeelSailing – Unique Sail Boat Experience
A one-page story for the boat people actually want to book.
Project overview
YachtIn rents yachts and sailboats with a skipper. FeelSailing is one of their boats, and this project gave it a place of its own online: a booking presence built to sell the experience, not just list specs.
Role
I designed and built the site on Framer rather than WordPress, since the project needed something visual first rather than a full content system. I brought in a third-party tool to handle bookings rather than building reservations from scratch, so the real design effort could go into the experience itself.
What mattered
Most of the work here was storytelling: getting someone from just browsing to actually wanting to be on that boat, told across one long page rather than split across many.
Bival Dental – Inovative Dental Clinic
A dental website built around the patient’s journey, not just the product.
Project overview
Bival Dental is a dental clinic known for its exclusive line of implants, led by someone genuinely recognized as an expert in the field. Rather than centering the site on the product itself, the goal was to support patients through the whole treatment journey, from the first uncertainty through to the financing and insurance side of actually getting it done.
What I built
I built the site from the ground up, from the WordPress setup through the custom content structure it needed. That meant a custom post type for the price list, before and after cases, educational material, and media features like podcast appearances, alongside 3D animated video used as a scrolling background element.
Why WordPress
WordPress was the right fit here because of how much custom structure the site needed: several distinct content types, strong SEO, and analytics tracking built to be customized as the clinic’s needs grow.
What mattered
The whole site was built around two things: education, so patients understand what to expect before, during, and after treatment, and expertise, since the person behind the clinic is one of the more recognized names in the field.
AIceberg – Enterprise AI Risk Management
Designing the control layer for AI agent testing, security, and compliance.
Project overview
AIceberg builds a platform that lets teams test, monitor, and validate the quality and security of their AI agents, whether built in-house or brought in from elsewhere. As AI agents moved from experiments into real products, the need for that kind of ongoing oversight grew with them, and AIceberg set out to give teams a clear, structured way to keep watch over systems that are often difficult to fully predict.
Role and collaboration
I worked alongside a product owner who also carried the product strategy for the platform, and I covered every page, feature, and flow in the product myself. We worked in a tight loop together: ideas got shaped into prototypes, those prototypes were tested with a small group of clients and mostly validated internally, and what came back fed straight into the next round of design.
What I built
Over close to two years, I built and refined a series of features this way, taking the dashboard through several redesigns as real usage and feedback made clear what needed to change. The result was a product that kept improving, not a single fixed design delivered once and left alone.
The Lysts – Social Media App
Growing from product designer into the person who ran the data behind the product.
Project overview
The Lysts is a social app for saving and sharing lists, restaurants, recipes, places, anything worth recommending, with a standout feature that lets you drop in a link from Instagram, Spotify, YouTube, or Google Maps and have the app pull in the details automatically.
Role and growth
I joined as a product designer and the role grew from there. Over about a year working with them through NeatPixel, I ended up owning the product’s data layer too: connecting and implementing Amplitude, deciding what metrics and events were worth tracking, and writing the instructions the development team built against. Part of that work was going back through existing tracking and fixing places where the context was missing or just wrong.
What I built
Alongside the product and analytics work, I built the team’s entire design system and the Figma to Jira handoff process from scratch, giving the team one place for handoff, one for work in progress, and one for testing, all connected to Jira. That whole setup ran on its own, on top of everything else.
Hilbert Space
Cinnamon
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