Fractional design leadership for product-led growth teams

I help founders and product leaders turn complex, multi-surface experiences into clear, scalable systems that drive growth, retention, and revenue.


From education and data platforms to marketplaces, social products, and subscription-based businesses.

Clarity. Momentum. Growth.

With 25+ years in product, UX, and creative direction, I bridge the gap between vision and execution.
I’ve helped teams grow marketplaces, launch subscription ecosystems, and streamline creator and education platforms — bringing structure, design maturity, and measurable impact at every stage.

I partner with teams to:

  • Define and align product, UX, and growth strategy

  • Architect design systems that scale across web and mobile

  • Optimise activation, conversion, and retention flows

  • Evolve subscription and community experiences that keep users engaged

  • Strengthen usability, accessibility, and brand coherence end-to-end

Recent impact

  • Creative Marketplace & Subscription Platform
    Led large-scale redesign and design-system rollout improving UX consistency and marketplace clarity.
    Introduced scalable token architecture and modular components, enabling faster experimentation and measurable conversion gains.

  • Subscription SaaS Startup (Reach)
    Partnered on product UX and growth design for a B2B subscription model — refined onboarding, pricing flow, and dashboard experience to increase paid conversions and user retention.

  • Education Data Platform
    Designed end-to-end product experience from zero to MVP, enabling schools to visualise and act on learning insights.
    Helped founders shape product vision, define workflows, and secure first enterprise customers.

  • Creator & Community Tools
    Simplified the full “create-and-publish” workflow — cutting posting time by 30% and boosting completion rates through clearer feedback and progress states.

My approach

  • Fast and embedded. I integrate with founders, PMs, and engineers — building momentum, not theatre.

  • System-driven. Tokens, semantics, and reusable patterns for consistent, scalable delivery.

  • Outcome-focused. Every design move connects to activation, retention, or revenue.

  • Candid and collaborative. Clear thinking, fast iteration, and design leadership that brings alignment.

Ways to work together

  • Fractional Head of Design: Direction, process, and hands-on execution

  • Growth & UX Strategy Partner: Optimise subscription, conversion, and retention flows

  • Design System Architect: Scalable, themeable systems in Figma and code

  • Product Design Partner: Define, prototype, and deliver high-impact experiences

  • EdTech & Data UX Consultant: Design clarity and usability for learning platforms

Let’s build something exceptional

If your team needs direction, structure, and measurable design impact — let’s talk.
→ Book a 30-minute working session

 

Capabilities

  • Leadership & strategy — Product vision, design leadership, team coaching, cross-functional collaboration, process design, scalable systems thinking

  • Experience design — UX strategy, design systems, subscription & marketplace optimisation, behavioural research, education platforms, conversion & retention flows

  • Growth & execution — Activation & onboarding, data-driven optimisation, experimentation, growth loops, product analytics, accessibility & usability

  • Tools & systems — Figma / FigJam, Miro, Jira / Confluence, Adobe CC, Sketch, analytics & prototyping suites

Selected clients & partners

  • Creative Fabrica: UX strategy, design systems, growth optimisation, marketplace redesign

  • Reach (ChannelPro): Product UX leadership, subscription flows, onboarding, SaaS growth design

  • Tallarium: Enterprise UX for financial data, Figma prototyping, workflow validation

  • EdInforma / EdStatica: Product strategy, data visualisation UX, MVP definition for EdTech platforms

  • National Bank of Fujairah: UX research framework, journey mapping, app redesign discovery

  • Leo Trippi: E-commerce UX and checkout optimisation, admin system redesign

  • Which Media / WhichSchoolAdvisor: Editorial UX, SEO optimisation, design language system

  • ITP Media Group / Time Out: Digital and print publishing transformation, data-driven UX, design leadership for 30-person team

  • Accenture / Omobono: RILA conference presentation design and enterprise platform UX support

  • AT Kearney / COAD Abu Dhabi: Data visualisation, report design, and interactive dashboard design

  • Oracle: Creative direction for internal and partner-facing systems

  • Arab News / Al Arabiya: UX and dataviz for editorial and news platforms

  • Prime Minister’s Office (UAE): Government communication design and digital UX strategy

  • Etihad Airways: In-flight magazine design system, rebranding, and customer experience strategy

  • Qatar Diar / Shurooq: Brand and digital UX for property and tourism initiatives

  • Alshaya Group (Milano): Full brand identity system: tone of voice, copywriting, and cross-brand design language

  • M&C Saatchi: Brand identity and experience design collaboration

  • Lime Tree Café: Branding, packaging, and digital presence refresh

  • Nordic Education Centre for Dog Trainers: UX for subscription-based learning community

(Projects span education, fintech, marketplaces, media, travel, and SaaS ecosystems.)