01
UX Design
02
Web & UI Design
03
Visual Design
04
Print & Collateral
ONCAM: End-to-End Surveillance Ecosystem
The Challenge
I inherited a legacy system built by engineers, for engineers. While functional, the interface was confusing for non-technical users, creating significant operational risks. I was brought in to lead the transition into a modern, user-first brand and a global digital platform.
The Solution & Deliverables:
- UX Strategy & Blueprints: I translated complex technical backend requirements into intuitive user journeys. By removing engineer-heavy clutter and mapping out clear blueprints, I reduced "cognitive load" so non-technical users could operate the system with total confidence.
- Strategic Visual Branding: I led the complete visual identity for Oncam, ensuring the brand felt professional and trustworthy. This included everything from logo design and typography to the visual styling of physical hardware, effectively bridging the gap between high-end engineering and a premium brand experience.
- Visual UI Design: I designed the interface for the OnCam Core Platform, creating a unified look across Web and Mobile. I specialised in making complex data, like 360° panoramic dewarping and Edge AI alerts, easy to see and act upon.
- Design for Compliance: I ensured that all visual collateral and digital interfaces met the industry standards, including WCAG 2.2 AA and NDAA/TAA compliance. This reinforced market trust through consistent, high-quality design.
Itzhome: On-Demand Service Platform
The Challenge
I was brought in to build a new global brand that could modernize 40 years of service heritage. The goal was to design a brand and a complex dual-app system that made on-demand cleaning and maintenance accessible to everyone, regardless of their technical skill.
The Solution & Deliverables:
- Strategic Branding & Heritage: I built the Itzhome brand from the ground up, performing a brand audit to create a fresh, modern visual language that honors a 40-year legacy while maintaining a "safe and reliable" feel.
- User Research & Journeys: Contributed to deep user research to map out two distinct user journeys, ensuring a seamless experience for both the homeowner and the service provider.
- Dual-Ecosystem Blueprints: Architecting blueprints for a dual-sided ecosystem: a simplified B2C app for "zero-friction" booking and a professional B2B tool for contractors to manage complex jobs and schedules.
- Multi-Platform UI & a11y: I delivered a consistent visual interface across Mobile, Desktop, and Web, prioritizing WCAG 2.2 AA compliance and high legibility to ensure the platform is accessible to all users.
- Unified Brand Collateral: I redesigned all physical and digital collateral to ensure a high-quality, cohesive brand experience across every customer touchpoint, from marketing assets to internal documents.
I translate complex engineering into seamless user experiences.
My approach combines high-end visual storytelling with tech-minded logic to deliver products that empower professionals and simplify the journey for every user.
Strategic Branding
I develop cohesive visual identities that bridge the gap between technical power and user accessibility. By performing deep competitive benchmarking and full brand audits, I ensure businesses evolve without losing their heritage or creating operational risks. My approach uses brand archetypes to create a voice that builds trust and commands attention in a crowded digital landscape.
- Brand Audits & Benchmarking: I conduct thorough brand audits to identify gaps and benchmark against competitors to ensure your identity stands out in your market.
- Identity Development & Archetypes: I engineer new brands or evolve legacy ones with years of history, using brand archetypes to establish a personality that resonates with your target audience.
- Reputation Management: I safeguard brand equity and trust during the critical transition from legacy systems to modern, digital-first platforms.
- Physical & Marketing Deliverables: I deliver high-impact physical assets, including professional print design, packaging, and large-format exhibition visuals to ensure consistency across all touchpoints.
UX & UI Design
I specialise in translating complex, engineer-driven data into intuitive user experiences. By conducting deep user research and mapping detailed user journeys, I transform technical complexity into logical blueprints for digital growth. My focus is on reducing cognitive load through high-clarity designs that function seamlessly for all users across dual-ecosystem apps and multi-platform interfaces.
- Research & Discovery: I lead thorough user research to identify pain points, ensuring every design decision is backed by real-world data.
- User Journeys & Blueprints: I map out complex user journeys and create technical blueprints to ensure a logical flow from the first click to the final goal.
- System Logic & Architecture: I translate "engineer-built" data into clear, actionable dashboards that significantly reduce cognitive load for the end-user.
- Inclusive & Accessible Design: I prioritise WCAG 2.2 AA compliance (a11y) and high legibility to ensure products are accessible to everyone, regardless of technical ability.
