Every case study below shows how I turn digital friction into business gains — accelerating user engagement, boosting product adoption, and reducing operational costs at scale.
From mobile-first SaaS to large enterprise platforms, I design experiences that win trust, increase activation, and deliver bottom-line results.
A complete redesign of Tangerine’s mobile experience that boosted engagement by +57%, reduced support calls by –78%, and unlocked +$8M annual revenue through improved activation and retention. I led product experience strategy, AI-enhanced UX research, and a scalable design system that enabled faster iteration and stronger cross-platform consistency. The result: A modern, high-trust mobile app built for the next generation of banking customers.
UX Research Visual Design Prototyping Strategy
Stakeholder Alignment Figma
Using AI-powered UX analytics and machine learning–driven behavior insights, I identified key friction points within Tangerine’s secure account management site. To fix this, I redesigned the authenticated web experience with a focus on conversion funnels, information clarity, and task efficiency. Through AI-enhanced usability testing and rapid experimentation, the redesign delivered:
This project brought the web platform up to the design and performance standard expected by today’s digital banking customers, especially mobile-first Gen Z users, while strengthening cross-platform experience consistency.
UX Research Visual Design Prototyping Strategy Leadership
As Senior Product Designer, I led a major modernization initiative for a 250-year-old national service by applying AI-powered identity verification and machine learning–driven UX optimization. I redesigned the Digital Mailbox and Mobile ID Verification flows, improving trust and reducing onboarding abandonment, critical to scaling digital adoption across millions of Canadians.
Impact:
This transformation brought Canada Post into the mobile-first era, aligning with the expectations of digital natives and supporting the organization’s long-term shift toward e-commerce logistics.
UX Research Visual Design Prototyping Strategy Leadership
As Senior Product Designer, I led Bell’s mobile transformation during COVID-19 — shifting customer support demand toward digital self-serve with AI-driven personalization and behavioral analytics. Partnering across Product, Data Science, and Engineering, I shaped the self-service experience strategy and delivered new bill management, repair scheduling, and plan optimization flows.
Impact
As Senior Product Designer, I led the end-to-end design for the Virgin Plus TV mobile app launch shaping user journeys, interaction patterns, and visual language from the ground up. I delivered a compelling, habit-forming native streaming experience that increased digital engagement and supported acquisition goals.
UX Research Visual Design Prototyping Strategy Leadership
As Product Designer, I led the redesign of Newtrax’s web platform modernizing complex workflows for mine managers and operators. Through new journeys, flows, and interfaces, I delivered a more reliable, insight-driven experience that improved operational decision-making and product adoption.
Impact
I led design for the OptiMine® IoT Proximity Detection and Avoidance System — built to protect underground mine workers. I crafted interfaces and workflows that enhance operator awareness, reduce vehicle collisions, and keep operations running safely.
UX Research Visual Design Prototyping Strategy Leadership
As the freelance Product Designer, I owned end-to-end design for CopilotIQ’s remote health monitoring platform — improving how patients track vitals and stay connected to clinicians. I redesigned key workflows and interfaces to increase compliance and make health data easier to act on. Designed for regulated environments where UX must support behavior change and clinical safety.
UX Research Visual Design Prototyping Strategy Leadership
