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I’m a freelance Senior Product Designer who loves a good story.

And this is my story

Some products are complicated https://financelegend.pro/ finance legend because the systems behind them are, but that doesn’t mean they should feel that way to the user. With an entrepreneurial mindset and a background in UX, I work with teams to turn complexity into clarity. My focus is on designing B2B platforms, data-rich dashboards, and enterprise tools, as well as transactional e-commerce products designed to handle complex journeys and drive conversions.

I believe good design starts with empathy, thrives on collaboration, and is sharpened by data.

Somewhere along the way, I realised I wasn’t just designing screens, I was designing experiences.

Skills and Logos

Research

At the start of my journey, my main goal is to build a strong connection with the users. I use various design methods to conduct research, allowing me to gain a deep understanding of their needs and experiences.

Define

I begin by focusing on key areas, aiming to combine all the research to pinpoint where users encounter problems. By developing themes and identifying pain points through user journeys, we can create hypotheses to address these issues.

Design

Generate a range of creative ideas through ideation and facilitation techniques. Work collaborative with teams to enables us to craft and iterate on various design versions, facilitating thorough testing and refinement for optimal outcomes.

Business mindset

Constantly seeking new ways to add value and using a proactive approach to navigate challenges and capture opportunities in each project

User research

Service design

User interface

Problem solving

Analysis

Data driven

Prototyping

Teamwork

Workshops

Journey mapping

Design systems

Communication



These are some of the clients I worked for:

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Feel free to check my dribbble acount

A bit about my work

Improving the post-booking experience for travellers

This case study explores the post-booking experience on Hotels.com. The phase after a user books accommodation but before their trip begins. It focuses on identifying user needs, pain points, and opportunities for improving engagement and supporting trip preparation.

Case Study

Improving conversion rates through multi-variant review testing

This project focused on one of the multi-variant tests (MVTs) we ran as part of a weekly experimentation cycle. Each week, the team tackled a mix of small, medium, and large design changes, followed by tests that helped us quickly iterate based on performance whether the results were positive or negative. These MVTs were a cross-functional effort between product managers, data scientists, designers, and developers.

Case Study

A desktop platform for turning outdoor footage into meaningful memories

This is a side project between a developer and myself to improve how people manage and relive their GoPro and action camera footage. Instead of hoarding hours of unused clips, we built a desktop tool to help users focus on the meaningful moments. It’s designed to reduce clutter, find highlights quickly, and make it easier to revisit and enjoy past adventures.

Case Study