Product Design Leader

I founded and operate a fractional design studio that partners directly with founders and leadership teams to shape product, brand, and culture from the ground up. I deliver end-to-end UX, visual design, and creative direction for startups and scale-ups, often serving as the sole designer from initial brief through production.

I also founded and produce Rat Race, a live-action puzzle hunt through Toronto's underground PATH network. I own its brand, event design, sponsor partnerships, and promotion end to end.

Architected a cross-brand design system in Figma with reusable web and mobile components for Maclean's, Toronto Life, and Chatelaine. The system reduced development time by 15% and increased engagement by 8%.

Published and maintained shared Figma libraries and component documentation for a team supporting three editorial brands. Championed common standards and collaborative rituals across editorial, product, and engineering teams with distinct brand cultures.

Led the design of Credit Score, RBC's most-requested feature, for the consumer mobile banking app. The work contributed to a 40% increase in user adoption and a 25% increase in engagement.

Led discovery across four personas using journey mapping, Assumption Slams, Product Canvas sessions, and first-click testing. Contributed to design system governance, reusable component libraries, and A/B testing programs across the mobile platform.

Led the end-to-end redesign of Star Sports+ across web and mobile, delivering 42 new pages. The redesign increased traffic by 27% and doubled time spent, directly enabling the launch of NorthStar Betting.

Designed a new multi-level navigation system and integrated an external statistics API across four major sports leagues. Led ideation, competitive analysis, content mapping, and information architecture from concept through final UI.

Led The Source, Sun Life's global intranet redesign for 30,000 employees across nine countries. Partnered with more than 160 stakeholders across 26 business groups to establish a company-wide experience vision.

Used surveys of 2,800 employees, card sorting, first-click testing, and moderated usability testing to guide the research-led design process. The redesigned intranet achieved a 25% adoption increase in its first month.

Served as a founding team member and helped grow the studio from the ground up to 30 people. Built design and production processes from scratch while supporting the development of the organization.

Produced entertainment launches for CBC, HGTV, Degrassi, and PBS Kids. Combined creative direction, interactive production, and operational process design across client work.

Co-founded and produced a children's entertainment property in collaboration with CBC Kids and TFO's Luv Studio. Developed interactive games and experiences for young audiences.

Brought experiences to Maker Faire, the Art Gallery of Ontario, the Royal Ontario Museum, and the Ontario Science Centre. Managed creative production and experiential delivery across partner venues.

Led design for Wattpad's native app during the company's growth to more than 10 million users. Supported product design for an early-stage community that later grew into a platform serving more than 90 million readers.

Served as Head of Culture, running internal hackathons, a summer scavenger hunt, and team-building programs. Helped build community and culture for a rapidly scaling startup team.