Taking brands further with thoughtful, tactical experiences
At Designit, I've transitioned into the dynamic pace of agency life, leading and contributing to projects across finance, health, tech, and social impact sectors. I have delivered high-impact design work for major clients like Apple and Aviva, and supported mission-driven organisations such as The National Fostering Group and Medisup Sciences. My role ranges from short strategic explorations through to technical end-to-end product design.
Aviva had the opportunity to design low-cost, accessible financial services that simplify decision-making, integrate with existing systems, and align with their financial wellbeing strategy. They needed a design partner that could define the new user journey but integrate with other teams and products. With the extreme pleasure of working of owning this project, I worked closely with product teams, React Native developers, design governance, and senior leadership to deliver a scalable, high-quality experience.
To elevate the user journey, I introduced low-touch motion through tools like Jitter, adding lightweight enhancements that not only added delight, but later influenced Aviva’s broader illustration and motion strategy.
The tool was exceptionally well received. Mid-market investors responded positively to the app’s approachable tone, visual breakdowns of risk, and the way it explained investing concepts without jargon.
I led design on a range of tools within Apple's internal ecosystem, from productivity apps helping materials teams improve product consistency, to spatial analysis dashboards for Regional Managers tracking in-store footfall. I also overhauled the Self-Service Portal for retail partners, which was later featured in tech media for its UX improvements.
Alongside delivery, I challenged and improved Apple’s internal design systems. With an outside perspective, I proposed concrete upgrades to accessibility, motion principles, and component expressiveness — several of which were adopted by internal teams.
NFG partnered with Designit to create a digital experience for foster carers, addressing the emotional tension between being a loving parent figure and a regulated childcare professional.
Stepping in as a creative technologist, I helped the team shape an AI concept that could support carers and social workers alike — streamlining workflows, surfacing insights, and enabling more foster childrens stories to be told.
Together, we laid the foundation for the Carer Companion app and mapped out a replatforming strategy that modernised NFG’s product offering, with the long-term goal of reducing carer churn.
Working with the Designit Copenhagen studio, I led the replatforming of Heim Global Investment’s public website using Webflow, drawing on my background in no-code tooling to balance creative flexibility with technical efficiency.
The build leveraged Lottie and GSAP for expressive animation, and integrated seamlessly with third-party systems for blogging and member management, delivering a modern, dynamic frontend without the overhead of custom dev.
