Senior Product Design Strategist

Fifteen years designing for Enterprise SaaS, Fintech, and Complex Data Platforms: banks, insurers, export credit agencies, and the systems people work inside.

Selected work

Ripplux
Merchants could not tell which ad spend actually worked.
Ripplux is a live Shopify app that finds wasted ad spend on a merchant's own orders across Meta and Google, proposes the fix, and acts only when the merchant approves. I conceived, designed and launched it as a solo founder.
- Founder
- Product Design
- Data Visualization
- Incrementality Testing
- Next.js
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Protective Life
Annuity products too complex to hold in your head.
Variable annuities, fixed annuities and withdrawal rules, explained to an advisor and their client in the same conversation. I led a multidisciplinary team building the digital tools that make retirement planning legible to both at once.
- Senior Design Lead
- 2022 – 2025
- 35% engagement growth
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Canada Life
Platforms designed around the org chart, not the customer.
Two audiences, one insurer, and platforms that had been designed around internal structure. I directed the work that put the customer back at the centre, scaled the design team, and took home a WMA award for the craft.
- Design Leader
- 2018 – 2020
- $43M revenue uplift
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Morgan Stanley
An assistant had to answer instantly, and know when to fetch a human.
Institutional research read by the world's largest asset managers. I led UX for the Research Portal and the AskResearch assistant, including the moment it stops answering and hands the client to the analyst who wrote the call.
- Product Strategy
- UX Strategy
- Conversational AI
- Design Systems
- Workshop Facilitation
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