Making national-scale complexity understandable.
How do you help a decision-maker understand the relationship between infrastructure, trade, policy, population and individual lives, without overwhelming them with data?
I helped shape Synthetic Canada into a guided decision experience that moves from global systems, to national scenarios, to human-level consequences.
We stopped building what we thought people wanted.
GutPlans began as an ambitious automated meal-planning platform. Research and real customer behaviour pointed us somewhere simpler.
I led the product design and helped pivot the experience toward personalized recipe books based on gut-test results, achieving approximately 18% signup-to-purchase conversion without paid marketing.
Designing for the toughest UX critics: kids.
Children don’t always explain why an interface is confusing. They hesitate. Tap repeatedly. Ignore things. Or simply tell you they hate it.
We designed around what they did, not just what they said, creating a storytelling platform that grew to 200K+ monthly active users and 15× user growth.
Turning one-off experiences into a more coherent product.
Holodeck projects can span very different industries, datasets and stories. The design challenge wasn’t only making each experience work, it was identifying what should become reusable.
Across projects, I helped shape interaction patterns, data storytelling, visual systems, reusable assets and workflows that gave teams a stronger foundation for what came next.