100+ shipped projects
Design systems. Product. AI.
Design systems.
Product. AI.
Design systems.
Product. AI.
18 years
design system architecture
strategy & governance
token architecture
multi-brand theming
accessibility
design engineering
figma at scale
ai workflows
ai adoption & enablement
product design
user research
entrepreneurship
No big deal!
Io
Password required
Io: one system, any brand: the multi-brand design system I built for Dragonpass, in the margins of a product role
design tokens
multi-brand theming
design system strategy
2 brands on one system, Visa built as proof
New brand = one new file of values
First app flow shipped on it
~245 component variants, every state designed
Io: one system, any brand: the multi-brand design system I built for Dragonpass, in the margins of a product role
design tokens
multi-brand theming
design system strategy
2 brands on one system, Visa built as proof
New brand = one new file of values
First app flow shipped on it
~245 component variants, every state designed
Hermes to Evri
Ready for review
From Hermes to Evri: shaking off a less than reputation with a UI and design system reinvention
design system creation
ui design
accessibility
Cross-platform UI refresh (web, app, POS)
Design system from scratch
New ways of working adopted org-wide
3M+ 5-star Trustpilot reviews post-rebrand
From Hermes to Evri: shaking off a less than reputation with a UI and design system reinvention
design system creation
ui design
accessibility
Cross-platform UI refresh (web, app, POS)
Design system from scratch
New ways of working adopted org-wide
3M+ 5-star Trustpilot reviews post-rebrand
Dragonpass
Password required
Taking a hugely underperforming login flow (32.6%) to a projected 65–82% success rate
deep discovery
digital brand
product design
Before: 32.6% login success rate
After: Projected range of approx. 65–80% login success (+32–50%)
Biometric opt-in: From 14% to 100% (user intent; actual may vary)
Customer support load: Major anticipated reduction
Taking a hugely underperforming login flow (32.6%) to a projected 65–82% success rate
deep discovery
digital brand
product design
Before: 32.6% login success rate
After: Projected range of approx. 65–80% login success (+32–50%)
Biometric opt-in: From 14% to 100% (user intent; actual may vary)
Customer support load: Major anticipated reduction
More..ish
Ready for review
Stamped out: a founder’s tale of the little loyalty app that could have been
end-to-end
branding
product strategy
Research, brand and MVP for a loyalty platform for small businesses
100+ vendors and 5,000+ users at peak
Scalable design system and voucher logic
£350k angel investment interest
Stamped out: a founder’s tale of the little loyalty app that could have been
end-to-end
branding
product strategy
Research, brand and MVP for a loyalty platform for small businesses
100+ vendors and 5,000+ users at peak
Scalable design system and voucher logic
£350k angel investment interest
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Rhys Davies
She brings energy, focus, commitment and an eye for detail that's always been appreciated by all who work with her.
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Rhys Davies
She brings energy, focus, commitment and an eye for detail that's always been appreciated by all who work with her.
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Rhys Davies
She brings energy, focus, commitment and an eye for detail that's always been appreciated by all who work with her.
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Rachel Brown
Her design approach is pragmatic and refreshing... she delivers real end-user value while keeping clients happy.
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Rachel Brown
Her design approach is pragmatic and refreshing... she delivers real end-user value while keeping clients happy.
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Rachel Brown
Her design approach is pragmatic and refreshing... she delivers real end-user value while keeping clients happy.
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Marius Cloete
She has ninja-level capabilities to hit demanding headlines.
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Marius Cloete
She has ninja-level capabilities to hit demanding headlines.
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Marius Cloete
She has ninja-level capabilities to hit demanding headlines.
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Fareed Iqbal
Despite being a contractor, she worked like a permanent member of staff and showed care in her work like it was her own company.
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Fareed Iqbal
Despite being a contractor, she worked like a permanent member of staff and showed care in her work like it was her own company.
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Fareed Iqbal
Despite being a contractor, she worked like a permanent member of staff and showed care in her work like it was her own company.
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Tim Corrigan
Cassie literally saved our project.
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Tim Corrigan
Cassie literally saved our project.
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Tim Corrigan
Cassie literally saved our project.
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Andy Tierney
Cassie can take complex problems and turn them into intuitive, user-friendly design.
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Andy Tierney
Cassie can take complex problems and turn them into intuitive, user-friendly design.
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Andy Tierney
Cassie can take complex problems and turn them into intuitive, user-friendly design.
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Mick Angel
She has been responsible for some of the most important visual designs the team at BAE Systems were involved in.
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Mick Angel
She has been responsible for some of the most important visual designs the team at BAE Systems were involved in.
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Mick Angel
She has been responsible for some of the most important visual designs the team at BAE Systems were involved in.
