10 stories

Case studies

How I think, what I tried, and what actually moved the needle.

Maze

Enterprise · Pricing2023

Reinventing Maze’s enterprise offering

Filling the gaps that made Maze's top-tier plan hard to sell to enterprise teams.

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Kraken

Growth · Referrals2025

Kraken: Unlocking Referrals

A rewards and referral system — explore the prototype and watch the walkthrough.

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SafetyWing

Insurance · Redesign2025

Redesign SafetyWing remote health policy

Rethinking how remote workers understand and manage their health policy.

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Maze

Onboarding · PLG2024

Crafting a guided onboarding journey: Unlock Maze’s full potential

A guided onboarding and reverse trial that lifted conversion 4x.

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Xapo

Concept · Motion2025

XapoBank: concept UI

Calmer, more intentional interactions for complex financial actions.

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UniCredit Bulbank

Banking · UX audit2025

UniCredit Bulbank: Reimagined

An audit and redesign of the money transfer experience.

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Xapo

Fintech · Cards2022

My Xapo (card) journey.

Launching four debit card products across the US, EU and South America.

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William Hill

Design systems2016

“50 shades of blue” or how I approach a design system.

How I approach building a design system — lessons from a gambling giant.

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William Hill

Conversion · Registration2017

Conversion factor-the user chess game (William Hill)

Winning the user chess game in a heavily regulated registration flow.

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Xapo

Hackathon · Rewards2019

A bank that rewards you… a Hackathon-winning story

The idea for a bank that rewards you — and how our team won the hackathon.

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