Portfolio & Case studies

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SaaS B2B Solution for Easier Finding, Discovering & Buying (E-com)

My Role: UX Strategist & Designer (performance marketing team)

Objective: Optimize SaaS .com pages to increase conversion while maintaining SEO and brand trust.
Key Challenges: Low price transparency, fragmented user flows, lack of value visibility.
Strategy: Design from scratch / Redesign IA, streamline flows, clarify content and pricing, and strengthen brand re-positioning.
Results: Improved conversion efficiency, greater engagement, increased trust through transparent pricing and clearer discovery journey.
Impact: Turned .com into a high-performing acquisition channel.

My Role: Principal UX/UI Designer & UX Writer

Objective: Replace paper-based DNA test ordering with an end-to-end digital platform
Key Challenges: Complex manual workflows, physician time scarcity, patient privacy concerns, payment barriers.
Strategy: Mapped workflows, Digitised prescribing and swab ordering, automated requisition numbers via APIs, designed/tested payment and reporting flows.
Results: Delivered full platform design, usability testing validated smoother workflows, improved clarity, and eliminated key pain points.
Impact: Transformed Allelica's process into a scalable digital solution, enabling the startup to stay ahead of emerging competitors.

My Role: UX Researcher & Designer

Objective: Implement a scalable ERP HSEC module for proactive risk management.
Key Challenges: Fragmented manual and paper-based workflows, unclear decision-making paths, lack of proactive safety reporting.
Strategy: Conducted cross-functional interviews, defined core flows, designed scalable module, iterated via pilot testing.
Results: Identified and resolved critical UX gaps, improved speed of decision-making.
Impact: Delivered a scalable ERP HSEC module that aligned safety reporting with business goals.

My Role: UX/UI Designer & Branding Lead

Objective: Design a mobile app from scratch to help women with ADHD improve productivity and wellbeing during their menstrual cycle.
Key Challenges: Task prioritization, mood/cycle fluctuations, ADHD-specific needs, inclusive design.
Strategy: Interviews, competitor analysis, user flows, branding & design system, hi-fi prototypes, usability testing.
Results: Delivered end-to-end app design, usability testing confirmed improved task clarity and cycle tracking.
Impact: Filled a unique gap in the ADHD app market; a milestone in my transition from UI craft to UX strategy.

My Role: Data Analyst & Accessibility specialist

Objective: Improve accessibility and ergonomics for elderly users of a digital product.
Key Challenges: Usability barriers in real-life contexts (lighting, environment), accessibility compliance
Strategy: Heuristic evaluation, moderated field testing, Quantitative & Qualitative data analysis, iterative fixes with developers.
Results: Identified and corrected key accessibility issues, validated improvements via follow-up testing.
Impact: Delivered a more inclusive and accessible product aligned with user needs and standards.

My Role: Design Lead

Objective: Bring to life a product owner's vision of a creative connectivity app.
Key Challenges: Clarifying product objectives, understanding user pain points, no prior design direction.
Strategy: Empathy mapping, journey mapping, market research, branding, wireframes, prototypes, user testing.
Results: Translated vision into a working product concept, validated through early user tests.
Impact: Helped materialise an idea into a product concept with clear positioning and user value.