A business travel company planning a full website rebrand, with multiple stakeholders and a broad range of users relying on the site for different needs.

They needed clarity on what the website was actually meant to do; who it was for, what information mattered to each audience, and how the rebrand could support business goals rather than just refresh the visuals.

I worked closely with stakeholders and decision-makers to understand their goals, customers, and success criteria. From there, I broke down the site structure and hierarchy, defining what each user needed to see, how content should be prioritised, and what proof points (copy, data, and statistics) would build trust. I partnered closely with the UI/UX designer and developer throughout implementation to keep the design clean, intentional, and aligned with the agreed direction.

The team gained a clear, shared understanding of the site’s purpose and structure, which made design and implementation more focused. Following launch, organic traffic increased by approximately 25%, driven by improved site hierarchy, clearer copy, and stronger SEO foundations.

A marketing team requested a new “email to wallet” feature with less than two weeks’ notice, driven by an upcoming event with real users.

The feature needed to be delivered quickly, meet user expectations, and be simple enough to work under event conditions without cutting corners on quality or creating long-term complexity.

I researched existing solutions in the market and briefed the team on what users would reasonably expect from the experience. I worked closely with UI/UX designers to simplify the flow, while coordinating with engineering to meet the tight deadline. The feature was released in time for the event and used immediately as a live test.

Early feedback showed the experience was too complex, with unnecessary friction for users. After revisiting the flow, the user journey was reduced from seven steps to three, moving complexity into the backend. This resulted in an estimated 40% reduction in churn for users going through the feature.

An early-stage Web3 education platform preparing to launch its first product and attract initial users.

They needed a clear product roadmap and a focused MVP; something valuable enough to launch quickly, without overcomplicating the experience, or building features users didn’t yet need.

I led product roadmap development and MVP definition, working closely with UI/UX designers and engineers to prioritise core functionality. The focus was on clarity, usability, and speed to launch, ensuring the product was coherent and ready for real users from day one.

The team shipped a focused MVP with a clear purpose, avoided unnecessary complexity, and established a strong foundation for iteration based on real user feedback.