Notable Highlight
Stepped in as Project Lead and Lead Designer to salvage a legacy, poorly converting Shopify web property for a hospitality client.
Experience Summary
is a UI/UX and Web Designer who began her career in graphic design before specializing in eCommerce. She served as a lead designer at a digital marketing agency, where she spearheaded conversion-driven UI/UX restructuring, wireframing, and user journey optimization. Her project experience ranged from quick-turnaround marketing collateral to end-to-end digital transformations for commercial clients. She balanced structural usability with visual design, removing friction from consumer purchasing workflows.
Key Achievements
Stepped in as Project Lead and Lead Designer to salvage a legacy, poorly converting Shopify web property for a hospitality client. Audited structural inefficiencies, resolved mobile navigation issues, applied a customized budget-friendly template, and delivered a revamped user journey that contributed to the client becoming fully booked in subsequent months. Co-managed and executed the technical UI/UX flow and visual asset transformation for Graham Beck's flagship digital infrastructure within strict stakeholder timelines and corporate compliance requirements.
Skills
Work Experience
UI/UX Designer
AID · Jan 2025 – Present
- Design UI/UX for e-commerce platforms across Commerce7, Shopify, and WordPress, with a focus on conversion rate optimisation and user-centred experiences.
- Translate user insights into design solutions using user stories, journey maps, flow diagrams, wireframes, and high-fidelity prototypes.
- Design and optimise websites, email campaigns, banners, and digital assets, ensuring consistency through structured UI design systems and brand guidelines.
- Deliver integrated print and digital design solutions, including packaging, marketing collateral, social media, and email campaigns.
- Utilise Adobe Creative Suite and Canva to produce high-quality visual assets across multiple channels.
- Incorporate AI-assisted tools (Midjourney, Weavy, Nano Banana) to accelerate ideation while maintaining strong human-centred design principles.
UI/UX Designer
Bul. · 2024 – 2025
- Apply atomic design principles to develop scalable UI components, strengthening consistency across digital platforms.
- Contribute to the creation and maintenance of a structured design system, improving workflow efficiency and visual coherence.
- Support branding and visual identity development, producing brand assets aligned with business objectives.
- Design social media content and digital marketing assets to enhance brand presence and engagement.
- Conduct high-detail product photography (coins and metals), refining visual accuracy through lighting, contrast, and editing.
UI/UX Designer
Cnn. · 2021 – 2024
- Design UI screens, infographics, course assets, and internal communications for clients including Johnson & Johnson, Nestlé, Sun Pharma, and Pack n Stack.
- Contribute to a SaaS-based micro-learning platform, supporting both B2C and B2B e-learning applications.
- Collaborate closely with front-end developers to ensure design consistency, accessibility, and responsive performance across devices.
- Support product quality through bug reporting, QA testing, and usability feedback, enhancing overall user experience.
- Operate in a fast-paced startup environment, balancing creative problem-solving with tight deadlines and iterative product updates.
E-Commerce Specialist
MPS · 2019 – 2020
- Manage end-to-end e-commerce operations, including product inspection, photography, and online customer experience.
- Create and upload product listings across e-commerce platforms, handling image editing, product descriptions, and layout optimisation.
- Design social media content, promotional banners, and campaign graphics to support retail marketing initiatives.
- Develop and maintain the brand's visual identity, ensuring consistency across digital platforms and customer touchpoints.
- Produce content for blogs, email communication, and customer engagement, strengthening brand presence and storytelling.