Case Studies

Challenge

Travefy needed to scale from serving solo travel advisors to large agencies while maintaining product velocity. The platform required a comprehensive modernization effort and a scalable design system.

Approach

Led a complete platform refresh with modern UX patterns. Built a comprehensive design system that aligned cross-functional teams. Conducted extensive user research with 500+ beta testers to validate the new direction and information architecture.

Impact

• Modernized an aging platform into a scalable SaaS with a full design system rollout
• 500+ beta testers validated new platform direction
• 40% faster delivery velocity with design system

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Challenge

Shyft needed to scale their forex app to serve 100K+ active users while maintaining compliance and improving onboarding completion rates. The app lacked a cohesive design language and user flows were complex.

Approach

Introduced a comprehensive design system to create consistency across the platform. Conducted user research to identify friction points in onboarding. Redesigned key flows with a focus on simplicity and compliance. Collaborated with engineering to ensure smooth implementation.

Impact

• Scaled app to 100K+ active users
• 35% improvement in onboarding completion
• Design system delivered and adopted across teams
• Reduced onboarding friction and established design practices still in use today

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Challenge

Startups and SaaS companies needed experienced product design leadership to rapidly prototype and validate new features, especially in emerging technologies like AI. Traditional design timelines were too slow for their needs.

Approach

Led product design engagements with a focus on speed and validation. Specialized in rapid prototyping, particularly for AI features that needed user testing before full development. Example: Trip Preview AI sprint delivered prototype → validation → production in weeks.

Impact

• Led product design for multiple startups and SaaS platforms
• Specialized in AI prototyping and validation (e.g. Trip Preview AI sprint)
• Delivered MVPs that moved from prototype → production in weeks
• Helped clients validate product direction before major investment

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Challenge

Byte Orbit needed to deliver complex fintech and e-commerce products with high transaction volumes while maintaining user trust and regulatory compliance. Products required careful balance of usability and security.

Approach

Led end-to-end product design including user research, prototyping, and design systems. Ran workshops with stakeholders to align on product vision. Designed transaction flows that balanced simplicity with the complexity required for financial products.

Impact

• Delivered digital products in fintech and e-commerce
• Ran user research, prototyping, and design systems
• Designed transaction flows supporting multi-million annual volumes
• Established design practices that improved team collaboration

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Challenge

Early in my design career, I needed to learn how to move fast, work with diverse clients globally, and deliver quality work under tight timelines. Web Courses Bangkok provided intensive training in rapid iteration and startup design.

Approach

Shipped 50+ websites and SaaS tools for clients in Bangkok, Cape Town, and globally. Learned to balance speed with quality, work directly with stakeholders, and iterate based on feedback. Developed strong fundamentals in user-centered design.

Impact

• Designed and shipped 50+ websites and SaaS tools globally
• Early training ground in rapid iteration, startup design, and freelancing
• Built foundation for future design leadership roles
• Learned to work with diverse clients and adapt to different needs

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Challenge

Travel company needed to rapidly prototype and validate an AI-generated trip preview feature. With limited time and resources, they needed to move fast and validate with real users before committing to full development.

Approach

Ran an intensive 3-day design sprint to prototype the AI-powered trip preview experience. Created high-fidelity prototypes that felt real to users. Recruited 200+ beta testers for rapid validation. Iterated based on feedback and delivered production-ready designs.

Impact

• Validated concept in 3 days
• 200+ beta testers provided feedback
• 40% increase in adoption within pilot group
• Feature shipped to production within 2 weeks

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Challenge

CarbonPath aimed to stop carbon at the source by incentivizing oil & gas well owners to shut down early. My role was to help design an experience that translated a complex blockchain mechanism into a trustworthy, user-friendly product for both institutions and retail investors.

Approach

Designed flows to make carbon credits transparent, traceable, and investable. Created a user experience that bridges complex blockchain technology with the accessibility needed for both institutional and retail investors.

Impact

• Blockchain-based carbon credit platform launched
• Tokenized carbon left underground through early well shutdowns
• Made complex blockchain mechanisms user-friendly
• Enabled both institutional and retail investor access

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Challenge

Meadow sought to alleviate student debt in the U.S. by designing smarter financing models. I helped shape the UX for both students and institutions, ensuring repayment models were transparent and easy to manage, while maintaining a mission-driven brand voice.

Approach

Designed intuitive repayment and support flows that made complex financing models accessible. Focused on transparency and ease of use for both students and educational institutions, while maintaining a mission-driven approach.

Impact

• Alternative financing platform launched for students
• Reduced long-term debt burden through smarter models
• Transparent repayment flows for students and institutions
• Mission-driven brand voice maintained throughout

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Challenge

In South Africa, access to higher education is often blocked by affordability, with many low-income students unable to take on traditional debt. Wafunda sought to bring income share agreements (ISAs) — a model where repayment is tied to future earnings — to underserved students as a more sustainable alternative.

Approach

• Designed end-to-end student and administrator flows to make ISAs understandable, trustworthy, and transparent
• Developed UX patterns for enrollment, repayment tracking, and compliance
• Framed the ISA product in clear, human language to build trust among students and their families
• Balanced social impact mission with fintech-grade rigor

Impact

• Proved viability of ISA-based financing in South Africa
• Enabled first cohorts of low-income students to access higher education without upfront debt
• Delivered a design foundation that supported pilot partnerships with universities and funders

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Challenge

Existing card sorting tools are either expensive or limited. UX researchers need affordable, flexible research tooling that doesn't require a procurement process or a $500/month subscription to run a basic study.

Approach

Designed and built the entire platform using Claude Code — from study creation to participant experience to results analysis. Not Figma-then-handoff. Designed in code, directly, which meant I could test real interactions with real users from day one and iterate in hours rather than weeks.

The key insight

Dug into usage data and discovered that 51% of custom studies with 10+ cards got literally zero participant responses. The tool worked fine. The research design worked fine. People had no idea how to recruit participants. The entire product was bottlenecked on a problem that wasn't even on the screen.

The fix

Shipped a mandatory recruitment path screen post-study-creation, surfacing participant recruitment options at the exact moment researchers need them. Not a tooltip. Not a help article. A required step that makes the right thing the only path forward.

Current state

• Paid product with paying customers — $150 MRR and growing
• The recruitment fix directly addressed the highest-leverage dropout in the funnel
• Currently pivoting from standalone card sorting tool into a lightweight UX research workflow platform

Visit CardSort →

Challenge

Local businesses have no visibility into how they appear in AI-powered search. They don't know if ChatGPT or Perplexity recommends them, or what their competitors look like in that context. Traditional SEO tools don't answer this question.

Approach

Built an AI-powered audit tool that checks a business's visibility across AI search engines. The interesting design challenge was distribution: built a self-propagating mechanic where businesses see their competitors' visibility scores as part of their own audit results, which creates organic demand for competitors to get their own audit.

Current state

• Early stage — ~150 outreach emails sent, building distribution
• The self-propagating audit loop is the core distribution mechanic
• South African business entity, targeting local businesses initially

Visit ChatClick.io →

Challenge

User research insights were buried in documents and hard to access. Teams spent hours searching for relevant research when making product decisions. Knowledge was siloed and inaccessible.

Approach

Built an internal Slack bot that makes user research instantly searchable and accessible. Integrated AI to understand natural language queries and surface relevant insights. Made research findings available to everyone across the company in real-time.

Impact

• Research access time reduced from hours to seconds
• Company-wide adoption across all teams
• Increased usage of research insights in decision-making
• Democratized access to user knowledge

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Challenge

Freelancers struggle to value themselves in the market and set competitive rates. Many undercharge or don't track their earnings effectively, leaving money on the table.

Approach

Co-founded a SaaS platform that helps freelancers value themselves in the market, set competitive rates, and track earnings. Entirely bootstrapped with zero external funding. Designed product strategy, core UX, and growth loops.

Impact

• Grew to 3,000+ signups in beta
• Featured on Betalist, ProductHunt, and Hacker News
• Entirely bootstrapped, no external funding

Visit HourlyRate.ai →

Challenge

Recruiters spend countless hours conducting initial candidate screenings, often introducing unconscious bias into the hiring process. Candidates experience long wait times for feedback, and the process scales poorly.

Approach

Developed an AI-powered interviewer that conducts screening interviews via WhatsApp, making it accessible and conversational. The system asks relevant questions, adapts to candidate responses, and provides structured, objective assessments to recruiters.

Current state

• Live and functional — not actively growing
• Interesting experiment in AI-native HR workflows
• WhatsApp interface removes friction for candidates

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