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Where bold ideas meet purposeful design
Hey, I’m Amy. I’m a Lead Product Designer.
Over the past decade, I’ve designed experiences that don’t just meet requirements. They connect, and empower. I get deep into the details but never lose sight of the bigger picture. Good storytelling, smart systems, and thoughtful problem-solving are at the heart of everything I design.
I’m a systems designer at heart. I’ve led the charge on overhauling clunky, outdated, “good enough” interfaces into cohesive design systems that actually respect the user. No more lifeless, bootstrap-by-default setups that scream checkbox compliance. Users aren’t just there to get through a form. They want to feel thought of, valued, understood. That’s what I build for.
I’ve worked across early-stage startups and established orgs, leading design strategies that cut through the noise and actually move the needle. I’m not interested in design theater or pixel polishing for the sake of it. I’m here to build useful, gutsy products that people genuinely care about.
When I’m not designing, I’m probably on my motorcycle or kicking something in training (don’t worry, it’s consensual). It’s how I stay sharp and keep the momentum going.
I’m here to make products more human, challenge a few norms along the way, and hopefully leave things better than I found them.
Outcomes
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Running app for women*
Crafted the design strategy for a women’s running app, syncing training plans with users' cycles for personalised performance. This included the brand identity and lead the UX from concept to execution, aligning user needs with business goals to create a standout product that fosters engagement and growth.