Strategic Designer & Researcher
I’m a designer and researcher who loves turning messy, complex problems into clear strategies that help teams move fast and build the right things. Curious by nature, I focus on making sense of ambiguity, finding product–market fit, and bringing real user insight into the process.
I’ve worked globally across industries like SaaS, enterprise, healthcare, education, AI, and more — in markets from Europe to North America to New Zealand. I collaborate closely with product and cross-functional teams to bring insights into decisions, roadmaps, and innovation.
The best solutions balance what’s feasible, what the business needs, and what customers actually care about.
Based in Auckland, I'm open to contracts, freelancing and roles across Aotearoa & Australia.
Skills & Experience
5+ years of experience in design & research
- EGYM (3 years): Led and scaled UX Research - at a fast-growing B2B FitnessTech scale-up, working across both hardware and software products.
- AJ&Smart (1.5 years): Research & Design Lead - at a design and strategy consultancy, delivering projects for startups like Zero Fasting and corporates like American Express.
- Jag Kitchens (1.2 years): Kitchen Designer & Sales Consultant, achieving a 37% sales conversion rate and successfully designing and selling 47 kitchens.
- Bachelor of Design (Industrial Design): Focused on the fundamentals of Human-Centered Design, with a minor in Design Thinking.
40+ initatives in product research & insights
At my time at EGYM & AJ&Smart I planned & executed on:
- 11 design sprints - qualitative user tests & synthesis
- 10 evaluative studies on new & existing products & features
- 8 survey design & analysis
- 6 multi-day field studies & observations
Mentored 77+ professionals
- EGYM - mentored and upskilled PMs, designers and other UX researchers in research skills
- Fountain Institute - co-facilitated & mentored 32 professionals (designers, product managers, educators) over 1 continuous UX research & 3 workshop facilitation courses.
- AJ&Smart - taught facilitation & workshop design to 45 professionals (PMs, analysts, designers, developers)
Designed & facilitated 30+ workshops including multi-day events
I've planned, prepared for, designed and facilitated workshops for:
- 11 design sprints
- 5 ideation sessions
- 4 alignment strategy & decision making workshops
- 4 educational workshops
- 3 assumption mapping workshops
- 3 synthesis sessions
- As well as countless retrospectives & feedback sessions
300+ hours of customer interviews & user testing
I've recruited, planned interview guides, scheduled, led, done quick share-outs and deep synthesis for the following industries: Fitness & Health (machines, apps, websites, tracking devices), Healthcare, Banking, Hardware, Travel Apps & Education.
Scaled research, procured 6 research tools
At EGYM, I drove GDPR compliance for data protection, organized the repository, created templates, automated workflows, and created a library of design thinking and user research-related how-to's. I also advocated & successfully procured:
- Typeform - for surveys across the organization
- Condens - for qualitative insights, repository and analysis
- User Interviews & Meta Ads - for faster recruitment
- Maze - for unmoderated testing
- Tremendous - for incentives