Led product design for a multi-tenant B2B SaaS platform supporting operational, financial, and customer management workflows across ~40,000 MSPs and SMBs.
- Owned UX architecture and UI patterns across four product modules — contracts, finance, white-label customer management, and integrations
- Built the Arden Design System from the ground up: token architecture, multi-brand theming, and a component library that reduced UI inconsistencies by 80%
- Designed high-fidelity workflows for data-heavy SaaS interfaces and governed design standards across a team of 6–9 engineers
- Introduced AI-assisted design and documentation workflows using LLM tools, cutting design-to-development handoff time by 50%
- Shipped production-ready UI and coded demo environments using Cursor IDE; produced event, conference, and sales support print materials for go-to-market
- Partnered with product, engineering, and leadership to define UX acceptance criteria, roadmap priorities, and delivery scope
Design SystemsToken ArchitectureMulti-Tenant SaaSAI-Assisted WorkflowsCursor IDEFigma
Designed for DSA (Dell Sales App) — an internal platform used by global sales teams to manage client quotes, build custom enterprise bundles, and close deals without leaving the app.
- Led UX for Composite Configs — a collaborative in-app feature letting reps and B2B clients co-build custom hardware/software bundles (onboarding kits, location setups) saved for recurrent orders; designed for two distinct audiences: sales reps navigating complex product specs and enterprise customers making procurement decisions
- Drove 40% increase in in-app quote usage through intentional friction design: repositioned the in-app send as "recommended," added a confirmation modal and reduced visual weight to the external export path, and aligned SR lead syncing to reinforce behaviour change — keeping all quotes, logs, and pipeline visibility inside the platform
- Applied the newly launched Dell Design System across owned DSA flows, ensuring implementation consistency and reducing bespoke UI decisions at enterprise scale
- Validated designs through frequent sessions with sales reps; conducted benchmarking and internal desk research for a subscriptions management initiative
Enterprise UXDesign SystemsBehaviour Change DesignB2B SaaSUsability Research
Contributed design across marketing and product surfaces for a luxury short-term rental platform, within a small design team maintaining a refined visual identity across all touchpoints.
- Designed landing pages and campaign assets for new features including a real estate vertical; upheld a high-end visual standard consistent with the brand's luxury property portfolio
- Collaborated with a Design Lead and Senior Designer on the responsive website, customer-facing app, and management tools — contributing improvements and fixes across web and mobile surfaces
- Ran research sessions covering brand perception, app usability, and hypothesis validation; designed mockups for a proposed in-property TV app experience
Worked across multiple digital platforms — internal systems and consumer-facing products on web and mobile — for a major Brazilian benefits and payments company.
- Led 0→1 design of ViV Alelo — a B2C health subscription feature inside Meu Alelo, Alelo's consumer app with 10M+ users, covering plans, checkout, LGPD compliance flows, dependent management, and per-provider transactional emails
- Created the company's first Figma component library, consolidating UI patterns across all products and increasing consistency by ~80%
- Led early phases of the design system — governance model, team alignment, and stakeholder buy-in
- Applied the component library across 70–80% of the application portfolio, standardising UI patterns at scale
- Conducted in-person observational research embedded alongside customer service attendants to inform a seller registration flow redesign
Design SystemsComponent LibraryFigmaAgileUser Research