The work behind the work.
I design experiences, build the infrastructure behind growth, and connect strategy to execution — across brand, product, marketing, and everything in between.
Where user behaviour meets business intent.
Every screen has a job. I work backwards from what users actually do — and forwards from what the business needs — to find the design that serves both without compromise.
figma — user-flow-v4 — onboarding & activation
Entry points
Landing page
Sign up
Email confirm
Workspace setup
Decision point
Completes setup
→
First value moment ✓
Contextual defaults — reduce friction, increase activation rate
Skips setup
→
Empty state
→
Re-prompt
Skip allowed — blocking caused drop-off, not better data quality
Retention loop
Core task completed
→
Notification trigger
→
Return visit ↻
notion — Q2 business health scorecard
Function
Jan
Feb
Mar
Trend
Growth & Marketing
Lead generation
Conversion rate
Brand consistency
Operations
Team execution
Process adherence
Systems uptime
On track
In progress
Needs attention
Where decisions become systems.
Strategy is only as good as the infrastructure behind it. I work across the full stack — from business goals through to the team structures, workflows, and tools that make them real.
Building & Scaling a Premium Indoor Golf Academy
Fluent in the platforms modern teams run on.
Most problems aren’t random.
They’re structural.
I help fix that at the root through design, systems and structure.