About me
I’m a Principal Product Designer , where I’ve spent the last decade helping shape one of New Zealand’s most complex digital products.
I joined Trade Me as a Senior UX Designer, drawn to the challenge of improving an experience used by millions of New Zealanders in very different moments, from impulse buys to life-changing decisions. Over time, my focus shifted from refining individual features to improving the systems underneath them. I’m naturally drawn to messy, ambiguous problems that sit between teams and require alignment, not just design output.
Shipping Transparency was a turning point in my career. Leading that work meant bringing multiple squads together across buyer and seller journeys and making real trade offs between simplicity, accuracy, and commercial impact. It’s the kind of problem I enjoy most, high stakes and cross functional. That project led to my promotion to Lead.
As a Principal, I focus on creating foundations that make good design easier. Rebuilding Tangram, Trade Me’s mobile design system wasn’t about refreshing visuals. It was about restoring trust, creating shared ownership, and helping teams move faster without fragmenting the experience. I care about clarity, coherence, and building systems that last.
Earlier in my career, I worked in mobile product and creative technology in New York. This foundation shaped my ability to work closely with clients or stakholders, navigate ambiguity, and deliver high-quality work under pressure.
At my core, I like simplifying complexity, bringing people together around shared direction, and leaving things more scalable than I found them.
Experience
2025
Principal Product Designer
Trade Me | March 2024 – November 2025
In my role as a Principle Product Designer I was accountable for design direction across Trade Me’s mobile ecosystem and shared platform foundations. Led strategic, cross-business initiatives focused on systems, governance, and long-term scalability.
Rebuilt and repositioned Tangram, the mobile design system, as governed product infrastructure rather than a visual library. Established clearer design principles, strengthened engineering alignment, and improved system adoption across business units.
Operate at platform level, influencing Heads of Product and Principal Engineers while empowering senior designers to take ownership of system evolution.
2024
Lead Product Designer
Trade Me | February 2022 – March 2024
Led complex, multi-squad initiatives spanning buyer and seller journeys across web and mobile. Responsible for shaping problem framing, aligning stakeholders, and guiding delivery across product, design, and engineering.
Key initiatives included Shipping Transparency and cross-platform search improvements. Focused on reducing fragmentation, improving decision clarity for users, and building scalable foundations rather than one-off features.
Expanded scope beyond execution into mentorship, facilitation, and raising the maturity of cross-functional discovery and delivery practices.
2022
Senior UX Designer
Trade Me | August 2013 – February 2022
In this role have been heavily involved in turning our secondhand marketplace into a fully-fledged e-commerce platform. Some key projects include; creating a shopping cart, making it easy to book a courier.
I approached these projects using design thinking methodology understanding users needs and business opportunities through quantitative and qualitative research. This leads into ideation and user testing several prototypes to ensure we have found the right solution for the user.
Over the last couple of years, I have enhanced my leadership skills through a cross functional discovery approach with product, engineering and design teams. This was achieved through workshop facilitation, introducing new processes and mentoring designers. I then communicate our vision and progress with the stake holders at various levels and disciplines.
2013
Senior UI Designer
MXM (formerly The Hyperfactory) – New York | October 2011 – May 2013
Relocated to NYC following acquisition by Meredith Publishing. Designed mobile-first UI/UX solutions for global brands including Kraft and Gerber.
Led visual and interaction design across mobile apps, m-sites, and interactive campaigns. Mentored junior designers and helped elevate mobile design craft within the US team.
2011
Designer
The Hyperfactory – Auckland | January 2010 – October 2011
Started as a production designer and quickly moved into client-facing design work. I created mobile brand experiences, and visual design for mobile-first experiences during the early growth of the smartphone era.
Developed a strong foundation in interaction design, mobile UI, and cross-disciplinary collaboration that shaped the trajectory of my career.
Education
2009
Bachelor of Design (honours) Majoring in Visual Communication Design
Massey University | 2006 - 2009, Wellington & Auckland
About me
I’m a Principal Product Designer , where I’ve spent the last decade helping shape one of New Zealand’s most complex digital products.
I joined Trade Me as a Senior UX Designer, drawn to the challenge of improving an experience used by millions of New Zealanders in very different moments, from impulse buys to life-changing decisions. Over time, my focus shifted from refining individual features to improving the systems underneath them. I’m naturally drawn to messy, ambiguous problems that sit between teams and require alignment, not just design output.
Shipping Transparency was a turning point in my career. Leading that work meant bringing multiple squads together across buyer and seller journeys and making real trade offs between simplicity, accuracy, and commercial impact. It’s the kind of problem I enjoy most, high stakes and cross functional. That project led to my promotion to Lead.
As a Principal, I focus on creating foundations that make good design easier. Rebuilding Tangram, Trade Me’s mobile design system wasn’t about refreshing visuals. It was about restoring trust, creating shared ownership, and helping teams move faster without fragmenting the experience. I care about clarity, coherence, and building systems that last.
Earlier in my career, I worked in mobile product and creative technology in New York. This foundation shaped my ability to work closely with clients or stakholders, navigate ambiguity, and deliver high-quality work under pressure.
At my core, I like simplifying complexity, bringing people together around shared direction, and leaving things more scalable than I found them.
Experience
2025
Principal Product Designer
Trade Me | March 2024 – November 2025
In my role as a Principle Product Designer I was accountable for design direction across Trade Me’s mobile ecosystem and shared platform foundations. Led strategic, cross-business initiatives focused on systems, governance, and long-term scalability.
Rebuilt and repositioned Tangram, the mobile design system, as governed product infrastructure rather than a visual library. Established clearer design principles, strengthened engineering alignment, and improved system adoption across business units.
Operate at platform level, influencing Heads of Product and Principal Engineers while empowering senior designers to take ownership of system evolution.
2024
Lead Product Designer
Trade Me | February 2022 – March 2024
Led complex, multi-squad initiatives spanning buyer and seller journeys across web and mobile. Responsible for shaping problem framing, aligning stakeholders, and guiding delivery across product, design, and engineering.
Key initiatives included Shipping Transparency and cross-platform search improvements. Focused on reducing fragmentation, improving decision clarity for users, and building scalable foundations rather than one-off features.
Expanded scope beyond execution into mentorship, facilitation, and raising the maturity of cross-functional discovery and delivery practices.
2022
Senior UX Designer
Trade Me | August 2013 – February 2022
In this role have been heavily involved in turning our secondhand marketplace into a fully-fledged e-commerce platform. Some key projects include; creating a shopping cart, making it easy to book a courier.
I approached these projects using design thinking methodology understanding users needs and business opportunities through quantitative and qualitative research. This leads into ideation and user testing several prototypes to ensure we have found the right solution for the user.
Over the last couple of years, I have enhanced my leadership skills through a cross functional discovery approach with product, engineering and design teams. This was achieved through workshop facilitation, introducing new processes and mentoring designers. I then communicate our vision and progress with the stake holders at various levels and disciplines.
2013
Senior UI Designer
MXM (formerly The Hyperfactory) – New York | October 2011 – May 2013
Relocated to NYC following acquisition by Meredith Publishing. Designed mobile-first UI/UX solutions for global brands including Kraft and Gerber.
Led visual and interaction design across mobile apps, m-sites, and interactive campaigns. Mentored junior designers and helped elevate mobile design craft within the US team.
2011
Designer
The Hyperfactory – Auckland | January 2010 – October 2011
Started as a production designer and quickly moved into client-facing design work. I created mobile brand experiences, and visual design for mobile-first experiences during the early growth of the smartphone era.
Developed a strong foundation in interaction design, mobile UI, and cross-disciplinary collaboration that shaped the trajectory of my career.
Education
2009
Bachelor of Design (honours)
Majoring in Visual Communication Design
Massey University | 2006 - 2009, Wellington & Auckland
About me
I’m a Principal Product Designer , where I’ve spent the last decade helping shape one of New Zealand’s most complex digital products.
I joined Trade Me as a Senior UX Designer, drawn to the challenge of improving an experience used by millions of New Zealanders in very different moments, from impulse buys to life-changing decisions. Over time, my focus shifted from refining individual features to improving the systems underneath them. I’m naturally drawn to messy, ambiguous problems that sit between teams and require alignment, not just design output.
Shipping Transparency was a turning point in my career. Leading that work meant bringing multiple squads together across buyer and seller journeys and making real trade offs between simplicity, accuracy, and commercial impact. It’s the kind of problem I enjoy most, high stakes and cross functional. That project led to my promotion to Lead.
As a Principal, I focus on creating foundations that make good design easier. Rebuilding Tangram, Trade Me’s mobile design system wasn’t about refreshing visuals. It was about restoring trust, creating shared ownership, and helping teams move faster without fragmenting the experience. I care about clarity, coherence, and building systems that last.
Earlier in my career, I worked in mobile product and creative technology in New York. This foundation shaped my ability to work closely with clients or stakholders, navigate ambiguity, and deliver high-quality work under pressure.
At my core, I like simplifying complexity, bringing people together around shared direction, and leaving things more scalable than I found them.
Experience
2025
Principal Product Designer
Trade Me | March 2024 – November 2025
In my role as a Principle Product Designer I was accountable for design direction across Trade Me’s mobile ecosystem and shared platform foundations. Led strategic, cross-business initiatives focused on systems, governance, and long-term scalability.
Rebuilt and repositioned Tangram, the mobile design system, as governed product infrastructure rather than a visual library. Established clearer design principles, strengthened engineering alignment, and improved system adoption across business units.
Operate at platform level, influencing Heads of Product and Principal Engineers while empowering senior designers to take ownership of system evolution.
2024
Lead Product Designer
Trade Me | February 2022 – March 2024
Led complex, multi-squad initiatives spanning buyer and seller journeys across web and mobile. Responsible for shaping problem framing, aligning stakeholders, and guiding delivery across product, design, and engineering.
Key initiatives included Shipping Transparency and cross-platform search improvements. Focused on reducing fragmentation, improving decision clarity for users, and building scalable foundations rather than one-off features.
Expanded scope beyond execution into mentorship, facilitation, and raising the maturity of cross-functional discovery and delivery practices.
2022
Senior UX Designer
Trade Me | August 2013 – February 2022
In this role have been heavily involved in turning our secondhand marketplace into a fully-fledged e-commerce platform. Some key projects include; creating a shopping cart, making it easy to book a courier.
I approached these projects using design thinking methodology understanding users needs and business opportunities through quantitative and qualitative research. This leads into ideation and user testing several prototypes to ensure we have found the right solution for the user.
Over the last couple of years, I have enhanced my leadership skills through a cross functional discovery approach with product, engineering and design teams. This was achieved through workshop facilitation, introducing new processes and mentoring designers. I then communicate our vision and progress with the stake holders at various levels and disciplines.
2013
Senior UI Designer
MXM (formerly The Hyperfactory) – New York | October 2011 – May 2013
Relocated to NYC following acquisition by Meredith Publishing. Designed mobile-first UI/UX solutions for global brands including Kraft and Gerber.
Led visual and interaction design across mobile apps, m-sites, and interactive campaigns. Mentored junior designers and helped elevate mobile design craft within the US team.
2011
Designer
The Hyperfactory – Auckland | January 2010 – October 2011
Started as a production designer and quickly moved into client-facing design work. I created mobile brand experiences, and visual design for mobile-first experiences during the early growth of the smartphone era.
Developed a strong foundation in interaction design, mobile UI, and cross-disciplinary collaboration that shaped the trajectory of my career.
Education
2009
Bachelor of Design (honours)
Majoring in Visual Communication Design
Massey University | 2006 - 2009, Wellington & Auckland