SaaS Experience

Product Design, UX & CRO

at GBG / Loqate

Over the past decade at GBG/Loqate, my role evolved across three deeply connected paths: Product Design, UX Design, and CRO.

While titles and responsibilities shifted, the strategic core remained the same: designing digital products that translate complex technical capability into clear, trustworthy, and commercially effective experiences. My work consistently sat at the intersection of user behaviour, product strategy, and system constraints.

Rather than operating in silos, Product Design, UX, and CRO informed each other, enabling decisions that were both human-centred and outcome-driven. This integrated approach shaped how I design today: starting with how people think and decide, structuring systems to reduce friction, and validating choices through evidence and impact.

At a strategic level, my focus has always been on clarity as a growth lever. When products make sense quickly, support confident decision-making, and communicate value without friction, adoption, trust, and revenue follow naturally

Disclaimer: Due to the sensitive nature of location, identity, and fraud-related products, I’m unable to share detailed project screens or client-specific information.

Product Design for SaaS Platforms

My work sits at the intersection of product design, behavioural UX, and growth optimisation within complex SaaS environments, particularly across location intelligence, identity verification, fraud prevention, and address services.

These are not “just” products people “browse”. They are products people rely on. I design experiences where accuracy, speed, and trust are non-negotiable, where design decisions directly influence conversion, compliance, and long-term customer value.

  • I design product interfaces for services that operate at scale and sit deep inside business-critical workflows.

    • Designed UX for address verification, identity resolution, and location services used globally

    • Simplified complex validation logic, exception handling, and error states

    • Designed interaction models that support rapid decision-making and reduce costly mistakes

    • Partnered closely with engineering to align UX clarity with performance, latency, and reliability

    The focus is always the same: reduce cognitive load while increasing confidence in every decision the user makes.

    Additional areas of focus:

    • Improving onboarding and activation flows for technical and non-technical users alike

    • Embedding behavioural insight + CRO principles into product journeys

    The outcome is SaaS products that feel considered, intuitive, and dependable, even when the underlying systems are anything but simple. The focus is always the same: reduce cognitive load while increasing confidence in every decision the user makes.

  • Beyond individual screens, I design end-to-end SaaS experiences that support adoption, retention, and expansion.

    • Owned UX across onboarding, activation, daily use, and edge-cases

    • Designed flows that help users understand value quickly, without overwhelming them

    • Balanced user needs with product strategy, roadmap priorities, and revenue goals

    • Contributed to scalable design systems that supported consistency across a growing product suite

    This work treats UX as a growth lever, not a cosmetic layer. When users understand the product faster, trust it sooner, and make fewer errors.

  • Alongside Product UX, I embed CRO and behavioural optimisation directly into the product lifecycle.

    • Analysed behaviour across funnels, forms, validation flows, and conversion-critical moments

    • Identified hesitation points where users questioned accuracy, legitimacy, or next steps

    • Designed and tested UX, copy, and interaction changes to improve completion and adoption

    • Used evidence to guide decisions, not opinion

    In trust-based SaaS products, conversion isn’t about persuasion. It’s about removing doubt at the exact moment it appears.

  • I approach digital marketing as an extension of product design, not a separate discipline. Rather than relying on campaigns alone, I focus on how messaging, UX, and behaviour work together to drive acquisition, activation, and retention.

    My work typically includes:

    • Aligning positioning and messaging with real user intent

    • Designing acquisition and onboarding flows that reduce hesitation

    • Using behavioural insight to optimise conversion across touchpoints

    • Embedding CRO principles directly into product and content decisions

    The result is growth that feels natural rather than forced, driven by clarity, trust, and a product experience that supports users from first touch through long-term use.

  • I approach SaaS product design as a strategic discipline, not a delivery function.

    • I design for behaviour, not assumptions

    • I think in systems, journeys, and outcomes

    • I treat UX as a growth engine, not a styling exercise

    • I’m comfortable operating where trust, regulation, and scale intersect

    Whether designing identity flows, address validation, fraud prevention, or location services, my goal is the same:

    help users move forward with confidence, speed, and clarity, while the business grows quietly and sustainably behind them.

    If you want, next I can:

    • Tighten this further for a senior / lead product designer CV

    • Convert it into a case-study intro for a SaaS portfolio

    • Or adapt it specifically for identity & fraud, fintech, or platform product roles

Where Product Design, UX, and Behaviour Meet

I’ve spent much of my career designing products where accuracy really matters, mistakes are expensive, and users need to make confident decisions quickly. Working in these environments changed how I see product design, not as something visual, but as a strategic way to create clarity, trust, and forward momentum.

What drives me is making complex systems usable. Location, identity, and fraud products aren’t intuitive by nature, yet they sit at the heart of critical business decisions. I enjoy simplifying dense workflows, reducing hesitation, and designing experiences that help users feel informed rather than overwhelmed. For me, good UX is about respecting people’s time and mental load.

This experience shaped my approach as a product designer. My work is grounded in real behaviour, guided by evidence, and focused on creating products that people trust, adopt, and rely on over time.

Some SaaS Projects

  • I think in terms of systems, behaviour, and decision-making rather than screens or features. My starting point is always how people hesitate, decide, and move forward, especially in complex or high-stakes environments.

    Clarity is not a nice-to-have, it’s the product.

  • I work iteratively and evidence-led, combining research, design thinking, and testing to reduce risk early. I prefer small, deliberate decisions over big design reveals, using feedback loops to shape direction as the product evolves.

  • I work closely with product, engineering, marketing, and commercial teams to align product UX decisions with real constraints and goals. I’m comfortable translating between disciplines, ensuring design intent supports delivery, scalability, and outcomes.

  • I take ownership beyond design artefacts, caring about how decisions perform once they’re live. I’m invested in outcomes, adoption, engagement, conversion, and long-term trust, not just how something looks at launch.

  • I use modern product design and research tools including Figma, Sketch, Miro, Maze, Hotjar, Clarity, UserTesting, and analytics platforms. I use tools pragmatically, choosing what best supports learning, speed, and collaboration.

    Scroll for a list of my preferred tech stack…

  • I do my best work in environments that value clarity, trust, and thoughtful decision-making. I enjoy collaborating with teams who care about users, measure impact, and are open to refining ideas through testing rather than assumption.

  • Working remotely from Portugal has strengthened my ability to work asynchronously, communicate clearly, and stay focused on outcomes. It’s also shaped my appreciation for calm, intentional work, designing products that support people rather than demand constant attention

Designing for Adoption, Not Just Activation

  • Designing First Value

    Designing First Value

    Onboarding reduced uncertainty and guided users to early value with clarity and confidence.

  • Experience Before Commitment

    Experience Before Commitment

    Demos mirrored real use, helping users explore safely and build intent to adopt.

  • Designing for Developers

    Designing for Developers

    Developer journeys were streamlined for speed, clarity, and self-serve success.

  • Designing With Behaviour

    Designing With Behaviour

    Testing surfaced hesitation and mental models to guide evidence-based design decisions.

  • A/B Testing and CRO

    A/B Testing and CRO

    Controlled experiments validated UX and messaging choices, reducing friction and improving conversion through evidence.

  • Confidence Over Time

    Confidence Over Time

    Ongoing optimisation improved adoption by supporting users beyond first use.

  • From Insight to Iteration

    From Insight to Iteration

    Research findings were translated directly into design changes, creating a tight loop between learning and delivery.

  • Usage-Led UX Optimisation

    Usage-Led UX Optimisation

    Product interactions, drop-offs, and repeat behaviours informed continuous UX refinement, ensuring the experience evolved

  • Designing Personalised Experiences

    Designing Personalised Experiences

    Personalisation was driven by behaviour using real usage signals to adapt content, flows, and messaging to user intent.

  • UX Personas

    UX Personas

    Persona development was grounded in real user behaviour, combining qualitative insight and usage patterns to shape flows, content, and experiences around genuine user needs and intent.

  • Product User Testing

    Product User Testing

    User testing was embedded throughout the product lifecycle, using real tasks and scenarios to validate assumptions, uncover friction, and refine flows based on how people actually use the product.

  • Product Best Practice Reports

    Product Best Practice Reports

    Best practice reports synthesised research, usage data, and testing insights into clear, actionable guidance, helping teams align on standards, improve consistency, and make confident product decisions.

  • Partner Marketing UX

    Partner Marketing UX

    Partner journeys were explored through low-fidelity + high-fidelity designs, aligning messaging and flows for partner engagement.

Good Product Design / UX doesn’t remove complexity, it organises it.

… and that belief sat at the centre of my role at GBG / Loqate. I worked on highly technical SaaS products where complexity is a feature, not a flaw, because precision, compliance, and trust are non-negotiable. My focus was on structuring that complexity into clear journeys, predictable patterns, and progressive disclosure so users could move quickly without losing confidence. Rather than oversimplifying, I designed interfaces that explained what was happening at the right moment and in the right amount. This approach consistently reduced friction, improved decision-making, and helped users feel in control inside business-critical workflows.

I believe the best products combine user-centred design with data-driven optimisation, creating experiences that are both enjoyable and effective.

Designing clarity, trust, and transparency across the user journey

Use cases for instant clarity
Use cases help users quickly recognise relevance by framing complex capabilities in familiar scenarios, reducing effort and speeding up understanding.

Trust designed into the UI
Trust signals are embedded directly into the experience, reinforcing credibility at key decision points without adding friction or noise.

Roadmap as part of the experience
A visible roadmap builds confidence by showing progress and intent, positioning the product as transparent and continuously evolving.

Project Overview: Product Design for Behaviour-Driven eCommerce Intelligence

eCommerce Trends Platform

The eCommerce Trends Platform is a data visualisation product designed to surface past, present + emerging retail behaviours through real and historic data. The goal was to create an insight-led SaaS product that allows users to explore, compare, and customise complex datasets in a way that feels intuitive, trustworthy, and immediately useful.

I approached this project as a product design and UX challenge, not a reporting tool. The focus was on designing an experience that helps users ask better questions, spot behavioural correlations, and build confidence in interpreting data, rather than simply displaying charts. The result is a modular, scalable analytics product that blends data science with UX principles, demonstrating my ability to design insight-driven SaaS platforms where clarity, adoption, usability are as important as the data itself.

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What I Learned, the Challenges I Met, and My Biggest Takeaway: This project reinforced that data products succeed or fail based on comprehension, not capability. Even the most powerful insights lose value if users can’t quickly understand what they’re seeing or why it matters.

The biggest challenge was designing an experience without a linear “task to complete.” Users weren’t trying to finish a flow, they were exploring, comparing, and forming questions in real time. Solving this meant shifting from traditional funnel thinking to insight-led navigation, where structure, visual hierarchy, and familiar data patterns guided exploration without dictating it. My biggest takeaway is that when users trust the interface, understand the story the data is telling, and feel free to explore without fear of getting lost, insight becomes actionable and adoption follows naturally.

  • A SaaS analytics and insights portal designed to visualise behavioural trends across retail and eCommerce over time.

    • Combines historic and real-time datasets

    • Enables comparison across time, geography, and events

    • Supports custom data mixing and filtering

    • Surfaces behavioural correlations, not just metrics

    The product was designed to help users explore insight, not complete a linear task.

  • Designing for insight, not conversion.

    • Analytics platforms don’t follow linear user flows

    • Users arrive with questions, not predefined tasks

    • Poor UX in analytics tools often blocks adoption

    • Data complexity can undermine confidence if poorly presented

    The challenge was to design an experience that makes complex data feel approachable, navigable, and trustworthy.

  • Product Designer responsible for UX, interaction design, and insight-led structure.

    • Defined product UX principles and interaction patterns

    • Designed user flows, IA, wireframes, and prototypes

    • Translated data science requirements into usable interfaces

    • Advocated for UX-led analytics alongside engineering and data teams

    I owned the experience layer of the product from concept to launch.

  • UX-Led Analytics, not engineering-first dashboards.

    • Started with user questions, not datasets

    • Designed interfaces before data pipelines were finalised

    • Used familiar mental models to reduce adoption friction

    • Treated confidence and clarity as core success metrics

    The goal was insight delivery, not visual complexity.

  • Designing a system that supports exploration, comparison, and discovery.

    • Modular dashboard structure for scalability

    • Clear hierarchy between overview and deep insight

    • Flexible filtering without disorientation

    • Separation of insight layers to prevent cognitive overload

    The product was designed to evolve without breaking usability.

  • An experience built around “insight stories” rather than rigid flows.

    • Users move between questions, not steps

    • Natural language inspired comparisons (e.g. year-on-year events)

    • Easy navigation between related insights

    • Clear visibility of applied filters and context

    Finding one answer naturally leads to the next question.

  • Pragmatic research grounded in real analytics behaviour.

    • Leveraged existing personas and prior research

    • Conducted internal interviews across data, product, and commercial teams

    • Benchmarked leading analytics dashboards for UX patterns

    • Identified common UX failures in insight-driven platforms

    Research focused on confidence, familiarity, and speed of understanding.

  • End-to-end Product design, UX and interaction design outputs.

    • User flows and information architecture

    • Low and high-fidelity wireframes

    • Interactive prototypes (Sketch + InVision)

    • Modular UI component structure aligned to brand guidelines

    Designed for iteration, testing, and future expansion.

  • Designing analytics products is as much art as science.

    • Insight delivery requires restraint, not density

    • Familiar patterns accelerate trust and adoption

    • UX decisions directly impact perceived data credibility

    • Users need guidance, not instruction, when exploring data

    Well-designed insight portals drive ROI by being used, not admired.

  • This project reinforced a core belief in my product design approach:
    data has no value until people can understand, trust, and act on it.

    By treating analytics as a product experience rather than a technical output, the eCommerce Trends Platform demonstrates how UX-led design can unlock the real value of data, increase adoption, and support better decision-making at scale.

Project Overview: Designing a Location-Based SaaS Platform

SaaS Platform: Address, Identity & Location Services

This project focused on designing and optimising a self-serve SaaS platform and developer experience for location-based services, including location services, address verification, and data maintenance.

As Product Designer and UX lead, I owned the end-to-end product experience, from website discovery and trial sign-up through onboarding, activation, usage monitoring, and lifecycle communication. The goal was to turn technical, data-driven capabilities into intuitive and scalable product journeys that supported confident decision-making for both technical and commercial users.

The outcome was a SaaS experience that reduced friction, improved activation and engagement, clarified value early, and supported long-term retention through thoughtful UX, behavioural insight, and continuous optimisation.

—

What I Learned, the Challenges I Met, and My Biggest Takeaway… This project reinforced that great SaaS UX is about decision-making, not decoration. The biggest challenge was designing trust without slowing users down. In high-stakes products, clarity must coexist with speed. Solving this required restraint, prioritisation, and constant behavioural validation.

My biggest takeaway is that product design becomes most powerful when it supports confidence over time. When users understand what’s happening and feel in control, adoption, retention, and revenue follow naturally.

  • A self-serve SaaS platform enabling businesses and developers to:

    • Sign up, trial, and activate location-based services

    • Configure address verification, identity, and fraud products

    • Monitor usage, credits, and consumption patterns

    • Integrate APIs via a developer portal and demo environments

    • Manage billing, limits, and account health with confidence

    The platform had to work equally well for:

    • Developers integrating APIs

    • Product and operations teams evaluating services

    • Commercial users monitoring usage and cost

  • Location-based products sit at the heart of business-critical decisions. They are powerful, but often complex, technical, and difficult to evaluate quickly.

    What became clear was this: users struggled with understanding how to get started, how value was delivered, and how to stay confidently in control over time.

    The core challenge was activation without overwhelm.

    Specifically:

    • Highly technical services needed to feel approachable

    • Trial users needed to reach value quickly

    • Usage limits, credits, and billing needed to be transparent, not stressful

    • Onboarding had to support multiple user roles and maturity levels

    • Messaging had to build trust in high-stakes decision environments

    The risk wasn’t failure to convert. It was users abandoning due to uncertainty.

  • I worked as Product Designer, Product UX lead and optimisation, collaborating closely with product, engineering, sales, and marketing teams.

    I owned:

    • Prospect-to-customer journey design

    • Trial, demo, and onboarding UX

    • Account dashboards and developer experience

    • Usage visualisation and lifecycle messaging

    • CRO experimentation and UX language testing

    • Email and in-product communication flows

    This was hands-on product design with clear ownership of outcomes, not just artefacts.

  • I treated the platform as a decision-support product, not just a technical interface.

    My approach focused on:

    • Reducing cognitive load in complex environments

    • Designing for accuracy, trust, and confidence

    • Using behavioural signals to guide UX decisions

    • Applying CRO as a product discipline, not a marketing layer

    Every design decision asked: Does this help the user understand what’s happening, why it matters, and what to do next?

  • Designing for Clarity in Complex Systems

    The platform handled dense data, validation logic, and high-risk workflows. My focus was on making complexity usable without hiding risk.

    • Structured complex services into clear, logical flows

    • Designed interaction models that supported speed and accuracy

    • Simplified validation, error states, and exception handling

    • Used progressive disclosure to surface detail only when needed

    The result was an experience that felt calm and controlled, even when the underlying systems were not.

  • From Website to Working Account

    Onboarding was designed as a continuum, not a handover.

    • Aligned website messaging with in-product language

    • Designed the demo environment with progressive and interactive tool tips and product optimisation configuration suggestions

    • Clarified pricing, limits, and credits early to reduce anxiety

    • Used contextual guidance to support first-time actions

    This approach reduced friction and accelerated activation by helping users understand before committing.

  • Designing with Behaviour, Not Assumptions

    I continuously validated decisions through:

    • Usability testing and task-based research

    • CRO experimentation on sign-up, trials, and demos

    • UX language and messaging tests

    • Behavioural analytics, heatmaps, and session recordings

    When users hesitated, paused, or dropped off, I treated it as insight, not failure. Language changed. Structure shifted. Pricing table designs and user flows evolved.

  • Making Behaviour Visible

    To help users stay confidently in control, I designed usage pattern visualisations that made consumption understandable at a glance.

    • Visualised credit usage, request volume, and trends

    • Highlighted thresholds and anomalies that mattered

    • Supported both technical and commercial perspectives

    • Avoided dashboard overload through focused views

    The goal was awareness, not alarm.

  • Designing Calm Signals, Not Panic Messages

    Notifications and emails were treated as core product touchpoints.

    I designed:

    • Low-credit and usage alerts

    • Payment and card-expiry reminders

    • Tier and limit notifications

    Each message was shaped to:

    • Explain what’s happening

    • Clarify impact

    • Offer a clear, confident next step

    UX writing focused on reassurance, transparency, and trust, reducing support dependency and last-minute churn.

  • CRO wasn’t limited to entry points.

    I applied experimentation across:

    • Trial and activation flows

    • Pricing and plan comprehension

    • Lifecycle messaging and notifications

    • Demo engagement and sandbox usage

    This led to measurable improvements in:

    • Activation rates

    • Engagement

    • Bounce reduction

    • Renewal confidence

    • End-to-end SaaS journey maps

    • Trial, demo, onboarding, and activation flows

    • Account dashboards and usage visualisation designs

    • Developer portal UX

    • Lifecycle email and in-product messaging

    • CRO experiments and UX copy iterations

    • I design SaaS products as living systems, not static interfaces

    • I treat onboarding, usage, and lifecycle moments as one experience

    • I balance empathy with evidence and experimentation

    • I own outcomes, not just screens

Project Overview: Designing a Behaviour-Driven Exit Intent SaaS Platform

Exit Intent Platform

The Exit Intent Platform is a SaaS product designed to help businesses understand, intercept, and respond to user drop-off in real time. Built around behavioural signals rather than assumptions, the platform enables teams to reduce abandonment, improve conversion, and learn why users leave at critical moments.

I approached this project as a product design and UX challenge, not a marketing overlay. The goal was to design a clear, confidence-building “digital control room” that surfaces risk, patterns, and opportunity at a glance, without overwhelming users or encouraging reactive behaviour.

The result is a behaviour-led conversion platform that balances real-time decision support, UX clarity, and insight generation, demonstrating my ability to design SaaS products that operate at the intersection of UX, CRO, and data-driven decision-making.

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What I Learned, the Challenges I Met, and My Biggest Takeaway: This project reinforced that timing is a core UX material, not just a technical trigger. Designing for moments of hesitation required deep understanding of user behaviour, intent, and emotional state, not just event detection. My biggest takeaway is that behaviour-led design works best when it respects uncertainty. When products acknowledge hesitation and respond with clarity rather than force, they don’t just recover conversions, they build long-term trust and better decision-making for both users and businesses.

  • A behavioural SaaS product that detects exit signals and enables real-time intervention.

    • Monitors user behaviour indicating hesitation or abandonment

    • Triggers contextual messaging at moments of intent loss

    • Supports conversion recovery across checkout, sign-up, and forms

    • Collects qualitative insight on why users leave

    The platform is designed for proactive response, not reactive reporting.

  • Designing for moments that happen in seconds.

    • Exit behaviour is fast, emotional, and context-dependent

    • Over 68% of carts are abandoned, often without clear signals

    • Too much data slows response at critical moments

    • Dashboards risk overwhelming users instead of guiding action

    The challenge was to surface the right insight at the right moment, without noise.

  • Product Designer responsible for UX, interaction design, and behavioural logic.

    • Designed the dashboard experience across desktop and mobile

    • Defined interaction patterns for real-time decision-making

    • Translated behavioural signals into usable UI states

    • Balanced insight depth with clarity and speed

    I owned the experience layer from concept through high-fidelity delivery.

  • Behaviour first, interface second.

    • Started with real user exit scenarios, not features

    • Mapped moments of hesitation, confusion, and distrust

    • Designed for glanceability and prioritisation

    • Treated insight as guidance, not raw data

    The platform supports calm, informed decisions under time pressure.

  • A control room, not a reporting dashboard.

    • At-a-glance trend visibility

    • Clear prioritisation of risk signals

    • Minimal interaction required to understand what’s happening

    • Visual hierarchy designed for speed and clarity

    Every design decision asked: “Can this be understood in seconds?”

  • Designing for interruption, not flow.

    • Users engage with the product during active tasks

    • UX supports fast scanning, not deep exploration

    • Contextual cues reduce cognitive load

    • Interfaces adapt across desktop and mobile environments

    The UX respects the user’s limited attention.

  • Grounded in real exit and hesitation behaviour.

    • Analysed common abandonment patterns

    • Defined behavioural scenarios triggering exit intent

    • Studied form interaction breakdowns and hesitation signals

    • Benchmarked existing exit-intent tooling for UX gaps

    Research focused on why people hesitate, not just when they leave.

  • Real-world moments of indecision.

    • Cursor movement toward browser exit

    • Copying product data for price comparison

    • Form interruption and stalled completion

    • Hesitation around personal or sensitive data

    • Repeated field edits indicating confusion

    Each scenario informed both messaging logic and dashboard insight.

  • End-to-end UX and interaction design.

    • User flows and behavioural mapping

    • Low and high-fidelity wireframes

    • Responsive dashboard designs (desktop + mobile)

    • Interaction states for real-time updates

    Designed for speed, clarity, and iteration.

  • Dashboards only work when they have a single, clear purpose.

    • Behavioural products must prioritise clarity over completeness

    • Real-time insight loses value if it requires interpretation

    • UX decisions directly affect conversion outcomes

    • Asking users to act requires confidence, not pressure

    The best dashboards guide action without demanding attention.

  • This project reinforced that conversion design is fundamentally behavioural design.
    By focusing on hesitation, trust, and decision-making rather than persuasion, the Exit Intent Platform demonstrates how UX-led SaaS products can recover value while generating deeper insight into user behaviour.

    It highlights my approach to designing high-impact, time-sensitive products that sit at the intersection of UX, CRO, and real-world business outcomes.

What I Value, Work Ethic and Where I’m Heading Next

I value product and UX design that is built with integrity. Products that respect users’ time, attention, and intelligence. In SaaS especially, I’m drawn to systems that are thoughtfully designed, commercially sound, and genuinely useful, not just impressive on the surface.

I’m at my best in environments that value collaboration, trust, and ownership. Teams where people care deeply about the product and about each other. Where ideas are shared openly, feedback is welcomed, outcomes matter more than ego.

Looking ahead, I want to continue working on SaaS products with purpose, complexity, and scale. Products that require clear thinking, ethical decisions, and long-term stewardship. I value flexibility and commitment equally, the freedom to work thoughtfully, paired with the responsibility to own results end to end.

Remote working matters to me because it supports how I work best. It allows for deep focus, healthy habits, and a sustainable pace. I’ve learned that when energy, wellbeing, and trust are respected, performance follows naturally.

At heart, I’m passionate about building products that people can rely on, and being part of teams that feel more like a shared journey than a hierarchy. When there’s trust, curiosity, and care in the room, great work tends to happen.

Your Questions Answered…

  • I care deeply about building products with integrity. For me, good UX is about helping people make confident decisions without unnecessary effort or noise. Especially in SaaS, I believe design should feel calm, honest, and quietly effective rather than persuasive or performative.

    • I prioritise clarity over cleverness

    • I design with respect for people’s time and attention

    • I focus on long-term trust, not short-term optimisation

  • ’m most motivated by products (and services!) that sit inside real, business-critical workflows. These are environments where accuracy matters, decisions carry weight, and users rely on the product to do their job well. Designing for those moments feels meaningful and responsible.

    • Products that support real decisions, not vanity metrics

    • Systems where trust and reliability matter

    • Platforms designed to scale and endure

  • I don’t measure success by launches or titles. I measure it by whether users feel more confident, whether teams are aligned, and whether the product genuinely improves over time. Feeling accomplished comes from knowing the product works better because of the choices I helped shape.

    • Users move with clarity and confidence

    • Design decisions are backed by evidence

    • The product continues to improve after release

  • Growth, for me, means sharper judgement, deeper ownership, and greater impact. I’m motivated by learning through complex problems and real trade-offs, not climbing a career ladder. Progress is about momentum, mastery, and contribution.

    • Ownership across discovery, design, and delivery

    • Learning through real product challenges

    • Measuring progress by outcomes, not titles

  • I do my best work in teams built on trust, openness, and shared responsibility. I value environments where collaboration comes naturally and ideas can be challenged without ego. When people feel safe and supported, the product benefits.

    • Strong cross-functional collaboration

    • Honest feedback and mutual respect

    • A team culture that feels human and supportive

  • I don’t separate strategy, UX, and delivery, they inform each other constantly. Strategy shapes design decisions, UX exposes gaps in strategy, and delivery validates both. I’m motivated by keeping design grounded in reality while still pushing for meaningful improvement.

    • Strategy informed by real user behaviour

    • UX aligned with commercial and product goals

    • Delivery used as a learning loop, not just execution

  • Remote work is where I’ve found my rhythm. Since Covid, working remotely has allowed me to design with focus, intention, and balance, without losing connection or momentum. It supports healthier routines, deeper thinking, and consistently better output.

    I work best when trust replaces presenteeism and impact matters more than visibility. That doesn’t mean working in isolation, I actively seek collaboration, reach out to teams, and enjoy working closely together, whether that’s online or in person. I’m just as comfortable contributing from my own studio office as I am joining workshops, reviews, or team sessions.

    • Fewer distractions, deeper focus

    • Sustainable work habits and healthier routines

    • Results driven by clarity, quality, and shared outcomes

    For me, remote work isn’t about distance. It’s about creating the conditions where good thinking, strong collaboration, and meaningful work can actually happen.

  • What motivates me most is building products people trust and rely on. I care about doing work that feels thoughtful, ethical, and useful over time. Being part of a team that shares those values is what keeps me engaged and committed.

    • Purpose over hype

    • Continuous learning and refinement

    • Creating ‘something’ with lasting value

  • azulomo. I built it end-to-end, independently, as a product-led learning platform, starting from opportunity discovery through UX, research, design, content structure, and go-to-market thinking. I approached it as a product design challenge, not a content one, designing for real behaviour, confidence-building, and long-term use.

    • Full ownership: strategy, UX, research, design, and delivery

    • Behaviour-led, modular, and built with SaaS principles

    • A clear reflection of how I design when I’m fully accountable for outcomes

Frequently Asked Questions

  • No. I do not require a work permit. I’m legally able to work across Europe and the UK, which allows for straightforward hiring without additional visa or sponsorship considerations.

  • I’m based in Portugal, in the Algarve, working from my own dedicated home studio. This setup allows me to work with focus while staying closely connected to distributed teams.

  • Yes. I’m very open to travelling for key moments such as team offsites, planning sessions, workshops, or important project milestones. I see in-person time as valuable when it’s purposeful.

  • I’m proactive, communicative, and comfortable working closely with cross-functional teams using modern collaboration tools. I reach out easily, contribute actively, and don’t wait to be “pulled in” to stay aligned.

  • I work European business hours and flex as needed to support team overlap, workshops, reviews, or launches. I’m comfortable adjusting my schedule to align with UK or wider European teams.

If This Resonates…

If you’re building a complex SaaS product and care about clarity, activation, and long-term trust, I’d love to work together.

I specialise in turning technical capability into confident, scalable product experiences, and I’m happiest partnering with teams who value thoughtful design as a strategic lever.

Let's talk