Think like a partner.
Execute fractionally.
I help early-stage teams make clear product design decisions and ship with momentum, without hiring a full-time designer.
Backed by Experience, Trusted by Leaders.
I've worked on complex product and growth-related design at Xero, spoken at UX New Zealand, and partnered with teams across different stages and industries.
If you're stuck here,
we should talk
Foundership is hard. I step in when you need more than a freelancer, but aren't ready for a full-time Design Lead.
Best for: pre-seed to Series A, 1–5 person teams
shipping weekly.
The Roadmap Fog
You have a vision, but your product roadmap is a list of features rather than a cohesive strategy.
Developer Friction
Your engineering team is slowed down by vague designs or constant back-and-forth on "how this should work."
The Design-Debt Trap
Your MVP was built fast, but now the UI is getting messy and it’s starting to hurt user trust.
Decision Fatigue
You’re a founder making every small design call yourself, and it’s pulling you away from high-level growth.
Pretty but Broken
Your product looks “okay,” but users aren’t moving through the core loops the way you expected.
A Seamless Extension of Your Team.
I integrate into your Slack and workflows, providing full transparency from roadmap to delivery.
Roadmap
Align direction and prioritiesWe turn goals, constraints, and trade-offs into a clear plan your team can align on and your developers can execute.
Slack + Office Hours
Unblock decisions fastI work inside your day-to-day channel to clarify decisions, reduce back-and-forth, and prevent small issues turning into big rework.
Async delivery
Save meetings, keep clarityWeekly design updates with short walkthrough videos, so you and your devs can review and move forward on your own time.
What you'll notice
Clearer decisions, smoother collaboration, steadier shipping, and less energy wasted on uncertainty.
Strategic Impact, Visualized.
MovesMethod App MVP
Turned a messy proof of concept into a premium, shippable app in 8 weeks.
Challenge
There was no real app yet. The "POC" was inconsistent, key flows weren't functional end to end, and there was no clear brand system.
Impact
Defined MVP scope fast, rebuilt the UX + design system, and shipped the first release in 2 months. Backed the roadmap with a four-digit community survey, and unlocked the next conversion win: stronger social proof (2,000+ Trustpilot reviews at 4.8).
Xero Guided Setup (Mobile)
Unified Xero's mobile onboarding across app + web to lift conversion and reduce early churn.
Challenge
Major drop after sign-up (94% not buying). Post-purchase onboarding was not getting users to first value.
Impact
Defined a measurable conversion and retention goal for mobile onboarding, mapped the end-to-end funnel, and redesigned the post-purchase setup so new users could reach "first value" faster. Delivered a cohesive app + web experience ready for build.
Simple, Transparent Investment.
Most teams begin with a Product Audit or a monthly fractional partnership. Scope is defined around your stage and goals.
Product Audit
$600 USD
A fast external review to surface friction points and priorities, with clear recommendations on what to fix first.
Best for: founders who want clarity before committing to ongoing work
Fractional Partnership
From $4,000 USD/month
Ongoing partner-style support across product decisions and execution, helping you run a real roadmap, design, and shipping cadence.
Best for: teams who need a Design Lead mindset without hiring full-time
Book a 15-minute intro to see if it's worth it
Share your current stage and your bottleneck. I'll help you quickly assess what matters most and how we'd start.
Book a 15-minute intro