My story
In 2016, after several years as a Business Analyst in the insurance industry, I transitioned into UX design and began working on digital products for high-growth startups. Those early years taught me how to design for scale, work closely with product and engineering teams, and balance user needs with commercial goals.
After working at a venture studio, I caught the entrepreneurial bug and left full-time employment to start my own business. My husband and I launched The Shoot, a marketplace for photographers. We grew the platform to over 250 photographers, but made the difficult decision to close it during the pandemic. Although short-lived, the experience was pivotal. I learned first-hand how hard it is to prioritise features, build user trust, and operate under real-world constraints.
After closing the business, I began working independently as a freelance UX designer, partnering with teams around the world to design marketplaces and B2B platforms. Alongside client work, I also taught UX and landing-page design at Jolt, helping professionals learn to design with confidence.
In 2022, one of my freelance clients asked me to join full-time as Chief of Staff. It was a role that expanded my work far beyond design. Working closely with the CEO and the executive team, I partnered with senior leaders across operations, product, engineering, data, compliance, and customer support. I helped prepare investor materials and our Series A story, gaining a deeper understanding of how leadership teams make strategic, product, and financial decisions.
After the company was acquired, I returned to independent design work with a broader perspective and deeper understanding on how design fits within a business. In particular, I learned how decisions ripple across teams, and how to align product direction with commercial realities.
