UX & Product Design Leader with 10+ years of experience crafting scalable systems that connect business goals with user needs. I help teams design faster, ship smarter, and grow with purpose.
Knysna
Currently leading UX & Product Design for a climate resilience platform, empowering farmers and food & beverage enterprises, like PepsiCo, to turn climate threats into business opportunities. Driving their sustainability goals and targets through data-driven adaptation, aligning with client strategy, and delivering user-centred design solutions from concept to high-fidelity delivery.
2023 — 2024
Munich, Bavaria, Germany
Led the UX and design strategy across B2C and B2B experiences for a 2 million+ user learning platform, driving seamless user interactions and product scalability.
Business outcomes: 200% increase in B2C ARR over 3 years; 400% B2B ARR growth in 1 year, ranking as Germany’s fastest-growing EdTech platform.
Boosted conversion rates over 50% through A/B testing and data-informed improvements to landing and payment flows.
Built an enterprise design system with tokenisation (JSON) and documentation, streamlining design-dev collaboration.
Created a growth path and career matrix for ICs and design managers, mentoring a junior designer to mid-level in just over a year.
Successfully mentored a junior designer to mid-level in just over a year, providing guidance on design principles, processes, and career development, resulting in significant professional growth.
Drove business transformation from K–12 B2C to vocational B2B, aligning design with OKRs and contributing to revenue growth.
Contributed to UX success: 90% in-app satisfaction, 4.4★ App Store (12.5k+ ratings), 4.6★ Trustpilot (400+ reviews).
Munich, Bavaria, Germany
London, United Kingdom
Helped drive Aptem’s market leadership, now used by 60% of UK universities, contributing to 45% ARR growth (from $5.5M to over $8M), $3M in funding, and 10+ industry awards including the Digital Education Awards (2023).
Led UX and Product Design for transforming a legacy .NET application into a modern PWA using Angular, delivering seamless user experiences and improved performance.
Achieved WCAG 2.1 Level AA compliance by embedding accessibility best practices across all design and development processes.
Co-designed a cognitive assessment tool, built with psychological experts to identify learners
with Special Educational Needs and Disabilities (SEND), enabling early intervention and tailored support to improve learning outcomes and retention.
Established scalable UX processes to ensure design quality and consistency, including coded prototyping, wireframes, and documentation.
Collaborated on product vision and strategy, leading iterative design processes with senior management and stakeholders, delivering high-quality user experiences that meet business goals and drive growth.
Knysna, Western Cape, South Africa
Customer account management, including negotiating contracts and agreements to maximise profit.
Building and maintaining strong, long-lasting customer relationships.
Translate concepts into user flows, wireframes, mockups and technical coded (react) prototypes that lead to intuitive user experiences.
Lead product design teams by providing guidance, oversight, and mentorship to the teams.
Establish the design strategy and provide visionary leadership of how to integrate leading technology to improve UI/UX of the solutions portfolio.
Lead a team of User Interface (UI) User Experience (UX) designers, developers and project managers to build quality products on time and on budget.
Shape the design processes to ensure quality work in a short timeframe
Coordinate with various teams so that the customer’s expectations are met.
Ask smart questions, take risks and champion new ideas.
Identify design problems and devise elegant solutions.
Always looking to improve inefficient processes.
Continue their assessment of a client’s needs and business objectives.
Help develop initiatives to increase customer satisfaction and retention.
Company-wide strategic planning.
Upsell services and solutions.
Manage a client’s projects from beginning to end.
Work well under pressure and commit to deadlines.
Liaise between the customer and internal teams.
Education
Damelin