10+ years shaping B2B SaaS experiences, from strategy to craft and AI-assisted workflows.

Events: 25% adoption within 2 months

Shipping a value-packed MVP among stakeholder pressure and deadlines

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A permissions system that truly scaled

Turning a “customisable roles” request into predefined roles that stood the test of time

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From comms tool to $1.1B HR tech unicorn

Navigating ambiguity and constraints to reshape Beekeeper’s UX strategy.

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Helping teams get richer feedback with AI

I’m building an end to end B2B SaaS product as a solo design founder.

Case study coming soon...