Jan 2024 – Sep 2025

• Shaped the player experience across live casino, Plinko, and Sportsbook - from the first interaction to the final state
• Built the design system from the ground up and kept it organised as the product scaled - structured around Atomic Design so the team could move fast without creating inconsistency
• Wrote the documentation that designers actually wanted to read - clear, practical, and tied to real component usage
• Tracked how features landed with real users and used those insights to push for smarter, more considered design decisions
• Ran workshops that brought product, engineering, and design into genuine alignment around shared goals

2020 – 2024

• Covered a wide range - B2C mobile apps that customers used every day, and the internal tools that kept the operation running
• Turned dense back-office workflows into interfaces that operators could navigate without needing a manual
• Unified CRM, customer support, and call-centre into one coherent platform - so agents could focus on helping people rather than switching between tools

2013 – 2020

• Led a team of four designers across multiple product streams, keeping everyone aligned and moving in the same direction
• Put proper design processes in place where there weren't any - gave the team a repeatable way to approach responsive web and admin work
• Designed back-office systems that had to perform at scale - built for operators who couldn't afford confusion under pressure
• Worked closely with the CEO and HR on designer hiring, team structure, and performance reporting - contributing well beyond the design brief
• Onboarded new designers and ran workshops that gave the broader team a practical grounding in design thinking

2008 – 2010

• Covered the full journey from concept to shipped product - design and frontend development in one role
• Wrote frontend in HTML, CSS, and JavaScript, which meant understanding real constraints and collaborating with developers on equal footing
• That dual skill set made handoffs faster and reduced the back-and-forth that slows most teams down

2004 – 2008

• Started in digital content and campaign production - learning early how to communicate visually across different formats and audiences
• Worked across motion, banners, email, and social content, building a broad digital design foundation before moving into product
• Took campaigns from brief to final delivery, which built an early habit of thinking about the whole, not just one piece of it