Overseeing Product Design and Marketing Design functions. Spearheading the AI-first transformation of the EPD department. Developing and propagating Product & Design strategy as a part of the Senior Leadership Team.
- Inspired an active phase of work on the company's flagship conversational AI product.
- Established design review process that de-risked the fast-paced design discovery and provided more transparency to the leadership.
- Rebuilt Marketing Design as a lean, high-impact function, driving higher engagement and lead generation while cutting spend on critical assets. The team's customer satisfaction was boosted by +16% YoY (CSAT: 92%) and eNPS by +8% (eNPS: 92).
- Contributed to 6x increase in deal close rate and 2x increase in deal size by enabling Sales with templates and automations.
- Saved more than 33,845 engineering hours (~£5m in savings) to the business over 1.5 years by leading the implementation of a company-wide design system.
Articles & talks
Inspect & Reflect Wise com's Design System
Exploring Wise.com's Design System implementation alongside a group of industry professionals
Design Systems and the Volatile Economy
An honest conversation about the life of design systems and design ops specialists in the current economic environment. Challenges, hopes and nuggets of advice from the past 8 years in this field.
Building the design system as you fly it
I shared how new challenges forced me to become more flexible and pragmatic whilst abandoning some of the old mental models.
Design direction as a step before design system
Long-lasting design systems need solid foundations. Sometimes this requires taking a step back.
Tool tips: How our design team switched to Figma
It's increasingly clear that the tools we use shape the work we do in all sorts of ways, so picking the right tool for your task is absolutely critical.
Working as a designer in a foreign language
The design industry speaks English. The articles we read, the tools we use, the conferences we attend: we all speak the same language when it comes to design.