100+ shipped projects
Design systems. Product. AI.
Design systems.
Product. AI.
Design systems.
Product. AI.
16 years
cross functional collaboration
design leadership
design system development
design thinking
high fidelity ui design
front-end collaboration
product strategy & roadmap
prototyping
ux design
ux research & discovery
ai workflows
team mentoring
video editing
No big deal!
The Designer
The Maker
The Collaborator
The Strategist
The Pioneer
The Enabler
17+ years across in-house, agency and consultancies - spanning start-ups, scale-ups, government and global brands. SaaS, B2B, D2C, G2C, G2B, G2-whatever. I tackle real problems, end-to-end, with design integrity, sharp craft and a natural instinct for what good looks like.
The Designer
The Maker
The Collaborator
The Strategist
The Pioneer
The Enabler
17+ years across in-house, agency and consultancies - spanning start-ups, scale-ups, government and global brands. SaaS, B2B, D2C, G2C, G2B, G2-whatever. I tackle real problems, end-to-end, with design integrity, sharp craft and a natural instinct for what good looks like.
The Designer
17+ years across in-house, agency and consultancies - spanning start-ups, scale-ups, government and global brands. SaaS, B2B, D2C, G2C, G2B, G2-whatever. I tackle real problems, end-to-end, with design integrity, sharp craft and a natural instinct for what good looks like.
The Maker
I craft high-fidelity designs, prototypes and design systems that scale. I’m not a developer, but I understand how things are built and work closely with engineers to make sure nothing gets lost in translation. With a background in art and design, I set a high bar for execution.
The Collaborator
I work closely with PMs, engineers and stakeholders to get to the heart of the problem and figure out the best way forward. I listen, I challenge and I bring others into the process early, not just for buy-in, but because better ideas come from working it out together.
The Strategist
I collaborate with PMs and POs on product direction, prioritisation and making things happen, realistically, pragmatically. But that doesn’t stop me dreaming big. I think beyond my remit to spot opportunities in the product, the organisation or ways of working.
The Pioneer
I love early-stage, ambiguous spaces, the 0–1, the messy, the undefined. I get stuck in, figure things out and start giving shape to what might be. I trust my instincts, work fast, but stay connected to users to move towards product–market fit.
The Enabler
I build strong design culture through rituals, mentoring and sharing what works. I don’t expect full-stack unicorns, I value people’s strengths and create space for them to do their best work. That means trust, structure and room to get it wrong sometimes.
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
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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.
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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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.
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
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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.
Jupita
Coming soon
Building a highly granular,multi-brand design system
Building a highly granular,multi-brand design system
Multi-brand icons that actually work!
