Insightful product design supported by 20 years of broad digital experience.



  • Digital strategy
  • Discovery workshops
  • Content design
  • Market research
  • Design consulting
  • Mentorship & training


  • Brand identity
  • Art direction
  • Graphic design
  • Advertising
  • Iconography

User Experience

  • Information architecture
  • UX/UI design
  • Interaction design
  • Motion & prototyping
  • UX copywriting
  • Accessibility


  • Design systems
  • Responsive websites
  • Interactive online retail
  • Mobile app design
  • Data visualisation
  • Documentation & hand-off

Design systems

I treat every project as a design system. My passion for system thinking keeps even the largest and most complex pattern libraries coherent, usable, and scalable. I have experience designing, structuring, and maintaining multi-channel atomic design systems for some of New Zealand’s largest companies and brightest startups.

  • Client nzh
  • Vodafone NZ
  • Tend
  • PredictHQ
  • Client businessdesk

Tech startups

I help tech and SaaS startups – often from inception – craft their digital strategy, branding, apps, and web design. This strong basis in design has helped propel them through successful investment rounds and international growth.

  • Client makerops
  • PredictHQ
  • Imagr
  • SendOwl
  • Lumo

Architecture & design

I have a deep passion for design in the built world (not just online!) and have partnered with many of New Zealand’s top architects and designers to uplift their digital presence through rebranding and award-winning website portfolio design and development.

  • Daniel Marshall Architects
  • Client harrows
  • Studio John Irving Architects
  • Europlan
  • Malcolm Taylor & Associates
  • Client newtech

Online retail

I’ve designed high-performing ecommerce experiences ranging from international retailers and rental brands to boutique direct-to-consumer outfits. I’m fluent in online retail best practices and the technical constraints of industry-leading systems such as Shopify and BigCommerce.

  • GO Rentals
  • Brewshop
  • Animates
  • Client newtech
  • Dresden

Web & mobile apps

I specialise in user experience and interface design for bespoke apps: consumer, business, SaaS, mobile & responsive web. From strategy, architecture, navigation, user journeys, prototyping, UI pattern libraries, data visualisation, interaction and motion design – I can take your app from vision to reality.

  • Tend
  • SmartCart
  • Z Energy
  • Te Aka
  • Vodafone NZ

Cultural & education

I work with cultural institutions, educational foundations, and environmental agencies to design products and websites that advance our appreciation and understanding of New Zealand’s unique environment and cultural heritage of language and art.

  • AUT
  • Te Aka
  • Auckland Art Gallery
  • Te Whanake
  • Ahua

Training & mentorship

I advise design teams and coach freelancers on UX best practices, design tools and processes, collaboration and stakeholder management, and the business of design. For insights into my thinking, read my essays

Auckland, New ZealandTāmaki Makaurau, Aotearoa