• UX / UI

• Brand & Art direction

At Boldin, I lead end-to-end UX design across both consumer and enterprise experiences for our SaaS financial-planning platform — shaping features that improve retention, transparency, and personalization. The platform serves individual users through a comprehensive planner and operates as a white-label solution for enterprise clients like Nationwide.

• Core Planning Features: Delivered initiatives including Expenses 2.0, Guardrails, and Market Risk Explorer, simplifying complex planning through transparent, data-driven UX. Partnered closely with engineers across a Rails backend and React frontend to ensure seamless interaction design and technical alignment.

• Withdrawal Order Feature: Designed a tax-optimized withdrawal tool that drove 40 % Plus-user engagement in 30 days, a 26 % Basic-to-Plus upgrade rate, and an 18 % drop in cancellations post-launch.

• Enterprise Integration: Partnered with Nationwide to replace its legacy MIRP system, enabling 32 K + client plans through a modular, API-based architecture. Delivered tailored enterprise features such as Onboarding, Financial Blueprint Summary, and Lifetime Income Explorer to increase adoption and literacy.

• AI Strategy & Rapid Innovation: Partnered with leadership to shape Boldin’s AI strategy, facilitating cross-functional workshops for Smart Summaries — AI-driven explanations that translate complex financial data into clear, actionable insights.

• Impact & Collaboration: Collaborated cross-functionally with product, engineering, and leadership to align strategy, accelerate enterprise integrations, and scale a design system that supports both B2C and B2B use cases.

Lead designer across multiple feature teams:

• Onboarding Revamp: Reduced the number of screens 6-8 from 20, automated KYC with 90% of users being verified, and set customers up for success on their path or activation and engagement.

• Payments Fiat and Crypto (On and Off-ramp): Reduced the amount of time it takes for international clients to fund their accounts by integrating Stripe onto the platform. 85% of clients purchased crypto and transferred it into the interest account.

• App Redesign: Informed areas of improvement of the current app. Created a personalized home dashboard, including adding more information on assets and prices with a focus on early lifecycle and activation for BlockFi products.

• Fluidly worked cross-functionally with product managers, engineers, and content strategist to ensure the best UX experience

• Design lead for the redesign of JetBlue.com e-commerce and booking website. Lead and executed a responsive, mobile-first, large-scale platform build

• Built thoughtful interactive interfaces that are development-ready

• Increased engagement on platform

• Collaborative brainstorms, sketch sessions, design reviews, and other idea-generating design activities

• Managed two squad teams to execute a responsive, mobile-first, large-scale platform build

• Scoped and established work processes

• Established and evolved a design system adopted by JetBlue

• Created style guidelines for pattern libraries and modular components

• Produced motion prototypes and involved in usability testing and data synthesis

• Analyzed business goals, product roadmaps, and user insights to translate into clear design priorities for the team

• User-centered experience design for fin-tech, healthcare and e-commerce clients (Aetna & UBS), developing design systems for mobile app and web experiences

• Designed end to end and shipped an award winning wealth management app for UBS. Designed for new opportunities, improving existing features. Shaped the clients own internal digital innovations lab and own confidence in the organization. 76% increase in app download

• Lead visual design teams and projects whilst mentoring and coaching junior level designers

• Developed and implemented creative concepts for interaction design and user-centered experience design from start to finish

• Created mobile applications (iOS and Android) and mobile-optimized websites that meets the needs of project specifications

• Developed the aesthetic/creative design of websites, including brand management and digital marketing

• Produced UX wireframes, customer journey and flows

Worked in a lean and agile environment to design products, websites, apps

and digital assets for Google, Novartis and Android. Upheld and contributed to digital brand guidelines and design systems

• Designed intuitive site functionality, interaction, site architecture, user interfaces, and navigation

• Collaborated with development team on design feasibility

• Clients Included

• Google: DoubleClick, Android for Work, Chrome for Work

• The New York Academy of Sciences

• West Elm

• Novartis

• Viacom

• Hands-on graphic design lecturing

• Provided students with design and industry knowledge on what makes good design.

• Prep work for training students in analysing briefs, visualising concepts, typography, colour signs and symbols, and branding work

Responsible for the conceptualisation, design and execution of creative applications and artworks for projects across all businesses of Merivale Group

• Print and digital concepts through to finished art for more than 25 award winning hotels, bars and restaurants in Sydney including venues such as the ivy, Poolclub, Ash Street Cellars, Felix, Establishment, CBD, Wynyard, Lotus, The Grand, Beresford, Slip Inn, Angel and Ms. Gs

• Won 2012 best restaurant award for Ms. G's. branding and art direction

• Website HTML design and mailouts eDMs

• Logo designs

• Menu designs

• Campaign and brand activations

• Brand development and rollout of campaigns for Sydney Film Festival 2009. Designed and produced Signage / Wayfinding, website HTML design, and mailouts / E-Cards

• Produced the 2009 Campbelltown Arts Centre Annual Program Catalogue

• Rebranded The Seymour Centre. Concept through to finished art. Logo development, program booklet and outdoor signage

• Printer liaison, proofs and press checks and print management

• Quoting / invoicing

• Conceptualised and executed advertising campaigns for Parklife National Tour, Field Day, Harbourlife, Shore Thing

• Creation of weekly artwork and special touring events for Sounds on Sunday and Killer. Included finished art for street press / magazine / posters / flyers

• Digital web updates flash banners and advertisement

• Worked closely with marketing managers to create weekly email blasts.

• Creation of festival merchandise, signage (large-scale staging backdrops), and program booklet

• Liaised with printers and managed multiple print jobs