Founded and leading end-to-end design and development of an AI-powered mobile app that lets users identify and shop for products directly from short-form videos. Built with a mobile-first approach reflecting how people naturally discover products. The video commerce market is projected to exceed $2 trillion globally by 2030.

Loop • 2025

Leading UI sign-off and native app component design for British Airways' new app, integrating and extending the BAgel design system for mobile. Currently in beta, the app has achieved a 7.8/10 customer satisfaction score — a 77% improvement over the existing live app — ahead of it’s 2026 launch.

British Airways • 2025

Led the design, governance, and evolution of BAgel — British Airways' design system comprising 78 components and 11 patterns, serving 30+ designers across the organisation. Achieved 100% adoption among BA designers, with expansion now underway across BA Holidays, in-flight entertainment, and other business areas.

British Airways • 2025

Led the redesign of British Airways' FAQ page, restructuring content architecture and surfacing the top 5 most-searched queries to reduce friction. The redesign contributed to a 23% reduction in contact centre queries and a 44% drop in bounce rates, helping customers find answers faster while lowering support costs.

British Airways • 2024

I led the end-to-end redesign of the company’s Help Centre experience, launching a net-new experience in under 4 months. The redesign achieved 100% accessibility compliance, increased user engagement by 24%, and reduced page abandonment by 55%.

British Airways • 2023

Worked as a UX Designer for the People eXperience Foundation (PXF) department at Amazon, focusing on the design of internal Amazon products for employees, specifically document portals.

Amazon • 2022