Lead Product Designer · AI features · Product turnarounds · Design systems
AI features · Enterprise SaaS · 2024-25
Two AI features for an enterprise strategy platform: proactive risk detection across all initiatives, and AI-generated milestone planning. A dedicated AI page was the suggested direction - I proposed embedding insights into the views managers already use, and built both features on one rule: AI drafts, you approve.
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Design system · The platform the AI runs on · 2023-24
I inherited an enterprise platform built by engineers - no design system, no consistent visual language. I built the foundation first, then the platform's new core module on top of it. The research I ran killed my own hypothesis for that module: management wants control over structure, teams want ownership over delivery. So I rebuilt the model, not the interface - and the system underneath is what made that affordable.
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Consumer health · Web + mobile app · 2022
A private blood testing service rated 4.6 on Trustpilot across 1,500+ reviews - people trusted the lab, they just couldn't read what it sent back. I redesigned the results experience and built the mobile app from scratch, on one decision: the app had to interpret, not just display.
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E-commerce · Sole designer · 2020-22
Print-on-demand platform for 600+ people running real businesses. Sellers weren't designing for themselves - they were designing for their own customers, which meant professional-grade tools someone who had never opened Photoshop could still use. Sole designer for 15 months: garment creator, dashboard, ordering flows, design system. It's also where I first designed with AI, four years before it was obvious.
Read the e-commerce case →I've led design teams at two companies - at one, built from zero: five juniors I hired, trained and ran. I'm also the person who gets sent when a project hits a critical point, which is how I ended up running workshops for a bank in Thailand and a client in London. Both projects were stuck when I arrived and moving when I left.
Five design systems so far. Before 2020, a decade in agencies and enterprise software: banking, insurance, financial services. The last five years: remote, in English, mostly with Swedish teams.
I'll push back on the expected answer when the evidence points somewhere else. I work best where the problem is undefined and the stakes are real.
References
“Designs arrived clear, complete and technically feasible. Since he joined, the pace of feature delivery has increased significantly.”
“Give him a problem space and context, and he will map the territory, identify the critical paths, and come back with well-reasoned proposals. This made him exceptionally efficient to work with and freed up leadership bandwidth in meaningful ways.”