Selected Work
The work that mattered.
Data News by DataSwift
"Users needed access to data stories on the fringes of mainstream news, before they became widely known."The strategic insight uncovered through 10 user interviews across 7 audience segments that shaped the entire publication.
- Completed full research-to-launch in 3 months, producing 46 newsletters for an audience of 2,753, working with VP Marketing, Deputy VP, and Growth Associate.
- Conducted 10 in-depth interviews across 7 segments including academics, policy makers, and CEOs, using empathy mapping to uncover the core editorial insight.
- Synthesized findings into a research report presented via Miro to the CEO and product team, directly informing publication structure and content strategy.
- Designed newsletter end-to-end in Figma with weekly SurveyMonkey iterations, adding voice narration, international section, and multi-language publishing.
- Conceptualized and designed The Digital Person Symposium brand identity, driving 300+ registrations including Cambridge professors and Alan Turing Institute fellows.
Research Process
01 — Collect Data
Interviews, observations, surveys. Define the segments.
02 — Conduct Interviews
10 interviews via Google Meet. 15+ question framework across 4 research sections.
03 — Organize Data
Affinity mapping and clustering across 10 participant folders in Google Drive.
04 — Interpret
Insights and themes via empathy mapping for each audience segment.
05 — Define
Personas, POV statements, and HMW questions per segment.
06 — Move Forward
Research insights shaped the symposium brand and newsletter design.
Data News by DataSwift, Full Research Process
6-step research methodology from segment definition through empathy mapping, problem statements, and editorial direction, completed in 3 months growing to 3,000 daily readers.
TutorBright
"I just want my child to be happy."Shared across all 3 parent segments unprompted. It became the strategic foundation for the entire redesign and the Tutor Mentor repositioning.
- Conducted interviews with 5 families across 3 parent segments using one-on-one interviews, screen recordings, ethnographic research, affinity mapping, empathy maps, journey maps, and POV statements.
- Mapped full parent journey from Google search to booking, identifying need for visible phone number, frictionless booking CTA, trust signals above the fold, and city-specific SEO pages.
- Proposed Tutor Mentor repositioning, differentiating TutorBright from skill-only competitors like Kumon by emphasizing mentorship and whole-child development.
- Returned prototypes to original research participants for usability testing before launch, validating booking flow, trust signals, and navigation.
TutorBright, Full UX Redesign
Research-led redesign that doubled leads in 6 months and scaled to 58 Canadian cities. Brand positioning remains their foundation today including their number 1 Google ranking.
Zyper
"Sole designer. Creator engagement platform. From mobile app to investment deck."Contributed to a $6.5M Series A raise and subsequent acquisition by Discord.
- Led end-to-end redesign of 10-12 core mobile app screens in Figma, unifying visual language, introducing central content feed and primary navigation system.
- Designed gamified community leaderboard with gold, silver, and bronze 30-day rankings to drive influencer posting activity.
- Served as sole internal designer and day-to-day liaison with branding agency 40/40, contributing to full rebrand shifting Zyper from transactional influencer culture to community-based marketing.
- Collaborated directly with CEO on Series A investment deck using custom Adobe Illustrator assets, contributing to $6.5M raise and Discord acquisition.
Zyper, Product Design and Brand
End-to-end product design as sole designer, from mobile app wireframes to final rebrand. Acquired by Discord.
Pearmill
"Design decisions validated by data, not opinion."Worked directly with CTR, conversion rates, and CPA metrics to iterate creative across campaigns managing thousands in daily ad spend.
- Served as sole designer managing campaigns for Allbirds, Kayak, Aptible, Cover, Opencare, and Triplebyte, following a structured brief to delivery process in Figma and Adobe Illustrator.
- Led Aptible GDPR compliance campaign, anchoring complex data privacy messaging in familiar workplace tools like Slack, making compliance feel accessible to technical audiences.
- Contributed to Pearmill's track record of delivering an average 3x return on ad spend across campaigns managing thousands of dollars in daily ad spend.
Pearmill, Aptible GDPR Campaign
Anchoring compliance messaging in Slack to make data privacy feel human and actionable to technical audiences.
Tack by Firebird
"The most effective job connections happen through personal referral and word of mouth, not job boards."Research insight from 5 interviews across career stages that became the design foundation for Tack's social-first structure.
- Designed Tack from concept to iOS App Store launch in 3 months, including brand name, logo, visual identity, and all app screens in Figma.
- Conducted user research using one-on-one interviews, empathy maps, journey maps, and POV statements, uncovering that hyper-local specificity builds stronger trust than broad reach.
- Prototyped daily in Sketch with the founder and developer, resulting in a social-first feed where users post jobs, tag friends directly, and connect without formality.
- Contributed to Firebird being recognized as Top 3 of 12 startups at the University of Toronto Creative Destruction Lab.
Tack by Firebird, iOS Job Matching App
Social-first job discovery app for Toronto's tech community. Research-led from insight to App Store in 3 months.
Brand Direction, Investor Deck
Wise Village
Built the Wise Village brand from the ground up over 3 months, conducting competitive analysis and market research, applying Simon Sinek's Golden Circle framework to define brand purpose, mission, vision, and values. Developed mood board, typography system, and full design system in Canva. Designed 10-slide investor pitch deck resulting in secured investment for development near Burlington, Vermont.
Community Leadership
OpenIDEO Toronto
Founded the Toronto chapter of OpenIDEO, the global design thinking community created by IDEO, launching a Design Thinking meetup that grew to 65+ active members. Organized workshops promoting human-centered design and social innovation across Toronto's design and tech community.