Toronto FC
I helped frustrated fans find what they need faster and boosted revenue while doing it.
View Case Study →Working at the intersection of design and strategy.
Currently at HelloFresh, designing subscription, referral, and reactivation experiences across nine brands. Previously MLSE and BuildBook.
I built a better way to manage the job search.
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Refer a Friend
I rebuilt HelloFresh’s Refer a Friend end to end, and conversion rose in both markets.
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Factor+
I shipped Factor’s membership, and the segmentation model every HelloFresh brand now builds on.
Compiling metricsBuildBook
I made construction approvals effortless – helping builders secure $1.3M in new work.
View Case Study →Selected work
Refer a Friend (HelloFresh)
Rebuilt a $12.7M referral program, cutting a nineteen step signup to four.
Factor Plus (HelloFresh)
Took a paid membership from 1.8% adoption to clearing its 10% target. Members are 9% of customers and place 13% of all orders.
Recipe Share (HelloFresh)
Argued for and shipped an entirely new acquisition channel. 700 shares a day, and 98% of the people using it had never sent a referral invite.
Reactivation (HelloFresh, in progress)
Winning lapsed customers back across nine brands.
Toronto Maple Leafs (MLSE)
Playoff experience that drove a 43% spike in users and took the app to #1 in Canada.
Toronto FC (MLSE)
Rebuilt core flows inside CMS constraints. Schedule discoverability up 20.6%, highlight content up 24.8%.
eSignatures (Housecall Pro)
Approvals from days to 37 minutes, unlocking $1.32M in additional approved work.
Weavesphere (IBM Canada)
Brand, UX and website for IBM’s inaugural conference. 5,000 attendees, 200% of goal.
Rounds (Personal project)
A native Mac app for tracking a job search. Designed and built it.
Hook & Stem (Co-founded)
$1M revenue in three years, 100,000+ items sold, and a 10,000-piece order for Shopify.
Things I built
Not client work. Three things I designed, built and shipped on my own.
Rounds
A Mac app that keeps the interviews, the people and your notes in one window. Built for the Mac, not ported to it: no account, no server, no telemetry, and nothing leaves your machine.
Stack SwiftUI · SwiftData · local-only storage
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Pulse
A design showcase tool for HelloFresh: one feed where designers across nine brands post work in progress, react to it, and see what other brands are shipping. It hosts full case studies and a learning hub too.
Stack Vanilla HTML, CSS and JS · Supabase auth and Postgres · Cloudflare R2 · Vercel
See how it works →Easing Lab
Figma previews a transition in a thumbnail the size of a stamp. This is the same controls at full size — six components, a curve or spring editor, and a Controls/Output rail so you can dial in the motion and read out the CSS or SwiftUI.
Stack Vanilla HTML, CSS and JS · no dependencies
Open Easing Lab →More than case studies
Tools I design and build myself, fifteen years of visual craft, and the occasional thing I write down.
