Building empathy with real conversations.

Hi there,

I'm a product designer based in the amazing city of Cape Town.

For the past decade, I have been active in business and design. I care about people and the challenges they face. want to make a difference and solve problems by designing experiences that matter. 

UX is the sum of all things.

I work closely with stakeholders, team members and users to ensure that all goals and processes are aligned.

Designing a great experience is a real team effort. Everyone has a role and responsibility in facilitating great UX.  

This is how we accomplish that together...

Empathise & Define

Understanding your business and getting to know your users is where the process begins. With this insight we can better align UX strategy with business goals. 

Design & Decide

We interpret these goals into actionable components that develop into IA cards, wireframes and prototypes to test the experience hypothesis. 

Validate & Iterate

When your users are able to respond to their experiences, that is when the conversation really begins. Our ideas can be quickly validated or improved by insight.

Build & Deploy

Throughout the build, we need to constantly communicate with the developers to address any issues as they occur and guide them to the finish line as smoothly as possible.

I've gained 9+ years of experience. 

UX/UI Design Lead


8 months | Jan 2018 - Present

As ThisIsMe's UX/UI Design Lead, I've joined forces with Sales, Product and Development teams to ensure that all aspects of the business are aligned. 

Over the past few months, I've taken charge of ThisIsMe's brand and experience guidelines and have developed a consistent design language to be applied across the entire product range. 

I've begun to implement the Design Thinking process to serve as both our foundational and directional research strategies in an effort to guide the agile workflow. 

It has been an amazing experience. I've grown so much as a professional and as a human being. Startup life is tough, but it is really rewarding when everyone around you is there for the same reason - passion and people. 

Senior Product Designer


3 years | Aug 2014 - Dec 2017

I collaborated daily with stakeholders, product teams and user groups at a large, multinational online gaming company. By combining science, art and technology to identify, investigate and validate customer and business needs, I focused on crafting enterprise and player experiences that added value and brought delight. 

Senior UX/UI Designer

Mobillion Investments

2 years | April 2012 - Aug 2014

While working as a Senior UX/UI Designer at Mobillion Investments, I lead a small group of multidisciplinary creatives focused on designing experiences that answered government, B2B and consumer questions.

Freelance Digital & UX Designer

9 years | 2008 - Present

UX/UI, social media marketing, copywriting, technical writing, illustration, image retouching, branding, print & packaging design projects.

I'm street smart, but I've got book smarts too. 

Fine Art & Graphic Design

Andrew Owen School Of Art | 2008

IEB Matric 

Bridge House College | 2007

I've picked up some skills along my journey. 

Planning, Project Management, Agile & Waterfall Methodologies, Software Development Life Cycle, Integration, Startup Development, Business Analysis, Systems Analysis, UX Research, Design Thinking, Atomic Design, Content Strategy, Copywriting, UI Design, Graphic Design, Illustration, Print Design, HTML, CSS, jQuery, and a little bit of JavaScript.

I love sticky notes, among other tools. 

Trello, Dropbox Paper, LucidChart, MockFlow, pencil and paper, UI stencils, component libraries, IA card templates, Adobe CC, Invision, Axure RP, UX Check, Typeform, Google Analytics.

I have collaborated with great people.

I had the privilege to work with Jayd on the design of a completely new front end product. She is extremely passionate about what she does with a strong focus to ensure the most appropriate design for the relevant user. To accomplish this she does constant research and works closely with the client and the rest of the team. She gives formidable attention to detail that adds to the overall quality of everything she does. I would be grateful to get another opportunity to work with her again.

Lynn Dodds, Senior Business Analyst at EOH MC Solutions

I have had the honor of working beside a true visionary. She has inspired me to question everything, and look at things differently. She is both talented in design as well as UX processes.

Melissa Theron, Project Manager at DigiOutsource

Enough about me. What about you?

What are you trying to achieve? What are your customers' needs? What questions are you trying to answer? What challenges are you facing? What do you need to answer these questions? We can answer these questions together. 

Let's stop focusing on features and interfaces, and start focusing on experiences. 

 Let's Chat          

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