the
results.
For over 17 years I’ve been creating and transforming brands and creating impactful change. From reimagining global platforms, to launching new brands, my work blends creativity, strategy, and user insight to deliver experiences that feel intuitive, inspiring, and commercially impactful.
I’ve built design systems from the ground up, led global teams across various industries, and shaped digital experiences for both emerging ventures and iconic brands.
See below for an overview of my approach and key results.
Brand Refresh and Digital transformation
Challenge
Block Dojo’s existing brand identity no longer reflected its core values of community, empowerment, and dynamism. The absence of a cohesive brand toolkit and guidelines led to inconsistent creative execution across key touchpoints and declining engagement. In addition, the founder application journey struggled with low conversion rates due to fragmented UX and reliance on external application systems.
Approach
I led a comprehensive brand identity transformation, unifying all touchpoints under a refreshed and future-facing visual system. This included the creation of complete brand guidelines that defined the tone, design language, and digital expressions of the brand. In parallel, I redesigned the founder application flow, integrating it seamlessly into the Block Dojo ecosystem to improve usability and reduce friction.
Outcome
The transformation culminated in the launch of a new website fully aligned with the evolved identity, alongside the optimised founder journey. There were also significant improvements in bounce-rate and engagement time. The optimisations to the founder funnel not only reduced operational costs but also delivered a 400% increase in founder application conversions, reinforcing Block Dojo’s position as a dynamic and accessible accelerator brand.
Block Dojo's website - Before the transformation
Block Dojo's website - After the transformation
Block Dojo's wider creative - After the transformation
KPIs and OKRs achieved
1. Reduced Bounce Rate
Achieved a 21.3% reduction in bounce rate within the first two weeks, aligning the website with top-performing B2B benchmarks.
2. Increased Engagement
Improved average engagement time by 28 seconds within the first two weeks of launch, indicating stronger user connection and content relevance.
3. Higher Application Conversions
UX optimisations to the founder application journey resulted in a 400% increase in applicants, significantly boosting lead quality and volume.
4. Enhanced Brand Consistency
Delivered a cohesive and elevated brand experience, reflected in positive user feedback and improved perception of the brand’s visual identity and tone.
Rebrand and Digital transformation
Challenge
Lenstore had achieved impressive growth but had reached a plateau in its conversion rate optimisation (CRO) efforts. After several years of incremental tests with limited progress, I was brought in to develop a fresh strategy to break through this stagnation.
Approach
While the senior management team initially believed the product page was the key area for improvement, I proposed a more holistic approach. By analysing market research, customer feedback, and the full end-to-end conversion funnel, we uncovered deeper insights into where friction and missed opportunities truly lay.
Outcome
This strategic reframing led to the approval of a comprehensive global rebrand and a UX/UI transformation. The result was a step-change in performance — unlocking multiple new wins across the funnel and driving a significant uplift in conversions.
Lenstore's website - Before the transformation
Lenstore's website - After the transformation
Block Dojo's wider creative - After the transformation
KPIs and OKRs achieved
1. Increased Overall Conversion Rate
Achieved a 13.8% year-on-year increase in conversion rate through targeted UX funnel optimisations.
2. Increased Subscription Sign-ups
Doubled the subscribe-and-save conversion rate by optimising the UX of the subscription funnel.
3. Boosted Mobile Conversion Performance
Drove a 100% increase in mobile conversion rates through data-led UX enhancements and improved user journey design.
4. Improved Global Roll-out Speed
Reduced the rollout timeline from 12 months to just 2 months, achieving a 6× improvement in deployment speed.
5. Enhanced Brand Consistency
Delivered a cohesive, elevated global brand experience through the implementation of a comprehensive design system.
Product Transformation: Ooyala, Flex Media Platform
Challenge
Ooyala offered a suite of products used by major broadcasters, but each product looked and felt completely different. Designers operated in silos across multiple countries, with no shared brand style and interaction guide or unified experience framework. This fragmentation led to inconsistent creative direction, disjointed user experiences, and customer frustration-especially for clients using multiple products within the suite.
Approach
I led a comprehensive product transformation, creating a cohesive design system that unified the entire product suite under a consistent visual and overhauled the entire product experience. To ground the system in real user needs, I collaborated closely with Fox Sports, our first client to adopt the new experience. I facilitated an in-depth UX workshop with their team in Australia, gathering insights that informed design decisions and strengthened cross-team alignment across Ooyala’s global product teams.
Outcome
The new unified design system not only strengthened Ooyala’s brand presence but also reduced task completion time by an average of 3×. The transformation improved both internal collaboration and customer satisfaction, setting a new standard for coherence and usability across all Ooyala products.
Ooyala: Flex Media Platform - Before the transformation
Ooyala: Flex Media Platform - After the transformation
KPIs and OKRs achieved
1. Reduced Friction
Introduced single sign-on (SSO) to create a seamless user experience, eliminating the need for multiple tabs and applications across Ooyala’s ecosystem.
2. Accelerated Workflow
Reduced task completion time by 3x for Fox Sports producers by transforming the UX, enabling faster editing and publishing workflows.
3. Reduced Technical Debt
Defined a new global design and development framework, introducing a scalable design system and componentised implementation approach. This streamlined collaboration across global tech teams and accelerated the time-to-market for the full product suite.
4. Reduced Design Debt
Established a standardised global design language for the design team I led enabling faster design, build, and iteration cycles for both current and future applications.
5. Industry Recognition
The Flex Media Platform won Best of Show at IBC 2022, reflecting the success of the platform’s unified design and innovation approach.
Building something ambitious?
If you’re looking for a hands-on design leader, creative director, product design director or consultant to elevate your product experience - let’s talk.
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