AI-forward Product Design Lead balancing strategy and craft, thinking in systems, and elevating teams.
Specialist in IxD, PLG, behavioural design, and 0–1 projects.
I drove HubSpot’s Agentic Onboarding platform; an initiative that emerged as a response to an outdated onboarding model which was inflexibly hard coded, time consuming and serving none of our user base.
As part of this platform, we shipped the industry’s first LLM driven setup flow, which through the course of a chat configures the portal and generates assets on the user’s behalf and cuts time to value in half.
Users told us HubSpot’s onboarding did not feel designed for them, and the data backed that up. Even when we could drive completion of more onboarding tasks, that was not translating into stronger activation.
I designed a structured mode for our Breeze AI assistant that replaced one-size-fits-all guidance with contextual, step-by-step journeys that help users actually complete important setup and onboarding work.
In their push to be perceived as more than a whiteboarding tool, I redefined Miro’s templates from the ground up to spearhead their “Intelligent Canvas” positioning.
I introduced a new primitive (action button) on the canvas to trigger existing tools, buried deep in menus where few discovered them, & reduced the template design to its most elemental form without breaking the integrity of the workflow.
I redesigned the acquisition funnel’s information architecture and interaction design at a moment where Intercom was increasing the complexity of its pricing and packaging model.
By simplifying the basket, surfacing pricing context at the right moments, and using behavioural design to make choices feel more tangible, I made the flow easier to navigate and add-ons easier to justify.
In three days of rapid iteration and testing, I designed a behavioral science inspired paywall that went against conventional wisdom to simplify and reduce copy wherever possible.
I used carefully structured messaging to build desire, reinforce credibility, and anchor the subscription price against a stronger perceived value. That approach lifted both paying subscribers and free signups, demonstrating that the right kind of complexity can convert better than simplicity.
Currently: Principal Product Designer at HubSpot.
Previously: Miro, Intercom, The Economist, William Hill.
My design profile could be described as restlessly curious, high agency, with rich editorial judgement. I deeply believe in Steve Job’s mantra that “great artists ship”, which emphasizes the power of proving out an idea in rapid prototype and iteration cycles on shipped designs. I balance this by channeling my approach through the lens of deep seated customer care and the rigour of systems thinking.
If you need deep expertise on complex projects, or want to elevate your team's product design practice, levelling up design quality, interaction design, design for AI, content design, behavioural design, or product led growth, I'd love to chat with you.