These projects span digital learning platforms, lifestyle products, ecommerce and niche digital services. They often sit alongside or intersect with SaaS, applying the same clarity-led, systems-thinking approach to different commercial and behavioural contexts.

This work spans distinct but experience-led audiences. At the niche luxury end of hospitality, azulomo serves luxury hotels, wellness retreats, and boutique stays operating at the premium end of the travel spectrum. Explore Now speaks to free-spirited, curiosity-driven travellers looking for discovery and flexibility, while Vintage Vanilla focuses on ecommerce lifestyle shoppers who value story, aesthetics, and considered purchasing. Noms sits in the lifestyle space, serving users drawn to design-led, experience-first digital products.

Across all of them, the common thread is intentional design, clarity of choice, and experiences that feel curated rather than transactional.

My specialism is end-to-end product design grounded in UX. Across these projects, I shape the full experience, from defining the product structure and user journeys to designing interfaces, testing behaviour, and refining flows through real use. The focus is always on creating experiences that feel intuitive, considered, and aligned with both user intent and business goals.

I’m drawn to products where design has a tangible impact on understanding and behaviour. Especially in niche or emerging markets, thoughtful UX and product design can quickly transform engagement and performance.

They share the same product foundations. Clear mental models, well-designed flows, and behaviour-led optimisation apply regardless of market, creating strong synergy across the work. Projects like azulomo and Explore Now operate as self-serve platforms from a SaaS perspective, reinforcing my experience designing onboarding, learning journeys, activation, and retention, even when the surface experience looks very different.