Player-coach · 0-to-1 product builder · Brisbane, AU

I design, I code,and I ship to production.

44% opt-in at Taxfix against a 20% target. A startup that ran out of money. All of it here, told honestly.

EmesentTrimbleTaxfixSesameStrike AnalyticsPathfindrBarmincoQMW IndustriesAvanadeAustralian Taxation Office

Selected Work

Case studies across design craft, AI product delivery, and measurable business impact.

Strike Analytics: 13 Pivots, Zero Revenue, and the Method That Survived

0-to-1, AI/ML, Startup

Taxfix: Building a Feature for Users I Couldn't Interview

0-to-1, Cross-Cultural Research, Regulated Fintech

Sesame: Proving Market Demand Before Building the Infrastructure

Growth, A/B Testing, Market Expansion

NDA

Three more case studies

Emesent, Maison and an AI advisor build for 4.5M users. The clients own the write-ups, so they are not public — email me and I will send you a link.

More case studies

Password protected

Index

2025 - NowSenior Product Designer (Product Design Lead) at EmesentEnterprise Software · Design Systems · AI/ML · Mining & Defence

2022 - NowFreelance Product Designer at The WorkShedConsulting · AI Implementation · Experience Flow · 0-to-1

2017 - 2020Experience Design Consultant at AvanadeGovernment · Design Systems · WCAG · Security Clearance

Notes

Stack

Prototype-first. Figma for direction, code for validation — concept to testable prototype in about four hours.

Design

FigmaPaperStorybookFigJamDesign Tokens

Build

Claude CodeCursorReactTypeScriptNext.jsTailwindPythonThree.js

Research & Measure

MixpanelHotjarUserZoomProductboardA/B Testing