Tweak & Eat Hub
The challenge
Coaches juggled client plans, targets and reports across scattered screens. Simple tasks took too many steps.
Insight: coaches think in timelines, not tables. The day’s plan is the product.
Senior UX/UI Designer creating intuitive digital products that solve complex business problems. UI/UX Manager at PurpleTeal. Sixteen years from pixels to product leadership.
Every business problem has a human who got stuck. I design the way out.
Act I / Three films
Projects from the dark
Tweak & Eat Hub
Tweak & Eat Hub
The strategy
A persistent client rail so context is never lost. The eat plan as a timeline, the way clients live it. Colour only ever signals status.
Rationale: every extra click is a coach not coaching.
Tweak & Eat Hub
The outcome
Measured against the goal set in chapter one. Replace the dashed values with your real results.
−X%time to update a plan
Xclicks to review a client
X%task success in testing
KES
The challenge
Administrators organised deep hierarchies of subjects, topics and questions. Without structure, finding and editing content was slow and error-prone.
Insight: people navigate by where something lives, not by what it is called.
KES
The strategy
A tree menu that mirrors the real content structure. A dashboard that answers “what needs attention?” first. One pattern for every table and form.
Rationale: if the navigation is the data model, nobody needs training.
KES
The outcome
Measured against the goal set in chapter one. Replace the dashed values with your real results.
−X%time to add a question set
Xfewer steps to configure
X%admin satisfaction
NAVI OS
The challenge
Operations tools feel heavy and corporate. The team needed a workspace people would actually enjoy opening every morning.
Insight: calm is a feature when you live in a tool all day.
NAVI OS
The strategy
A warm, editorial palette to reduce fatigue. Home shows only what needs action today. Forms reveal roles and permissions progressively.
Rationale: one accent colour, reserved for the primary action.
NAVI OS
The outcome
Measured against the goal set in chapter one. Replace the dashed values with your real results.
X%daily active use
−X%time to create a user
X/10usability score
Act II / The ecosystem
Five industries. One way of thinking.
Healthcare, fintech, ecommerce, education and enterprise, plus 91 brand identities. Each lane is real work. Scroll faster and the ecosystem speeds up.
Act III / The journey
A decade and a half of product design
Scroll, or jump to a year
Pixels with purpose
GUI Programme Designer. Where it began: graphical interfaces for software products. Icons, layouts, craft.
From screens to interaction
Senior UI/UX Designer. Designing and developing interfaces to client requirements. Design met code for the first time.
Experience becomes a discipline
Senior UX Designer. Moved from how it looks to how it works: flows, journeys, client products end to end.
Systems at scale
Senior UX Designer. Six years across web, mobile and admin platforms. Patterns, consistency, speed.
Leading the function
UI/UX Manager. Owning design quality across products, setting the bar and still working in the file.
Design meets AI
Next. Seven Anthropic Academy credentials. Claude and Claude Code in the design and build workflow.
Act IV / System
The design operating system
Module levels are self-assessed.
Good design isn’t decoration.
Good design isn’t aesthetics.
Good design is clarity in complexity.
Good design is helping people succeed.
Act V / The person behind it
Principles, not a resume
Principles
Clarity before beauty. Simplicity is earned by cutting, never by hiding.
Mindset
Sixteen years in, I still behave like a student. The newest lesson: AI fluency.
Vision
Products so clear that nobody needs the training manual.
Leadership style
Lead from the file. Set the bar by doing the work beside the team.
Product philosophy
Start from the business outcome, then design the shortest honest path to it.
Kind words
What past employers wrote
Recognized for superior contributions, delivering the eatgpt app design and website launch, and promoted to UI/UX Manager.
He showed sincerity, dedication and hard work in his role, which helped improve the management of the company.
His conduct was good and his work was excellent. We found him to be hard working, sincere and devoted.
Good and self starter, duty bound and a committed team player.
We found his conduct and performance very good during his tenure.
1 / 5
Act VI / The vault
All 159 projects
Websites, mobile apps, admin platforms, brand identities and stationery. Every project, filterable, searchable and viewable full size.
Let’sBuildWhat’sNext.
Designing AI-powered products, digital experiences, and innovation strategies for the next generation.
Verified Anthropic Academy Expert
Certified across AI fundamentals, Claude development, prompting, and applied AI workflows.
VerifiedAI Credentials
- Claude 101Verified credential
- Claude Code 101Verified credential
- Claude Platform 101Verified credential
- Claude Code in ActionVerified credential
- Claude CoworkVerified credential
- AI FluencyVerified credential
- AI Fluency for EducatorsVerified credential
- 7Verified Certifications
- AI Product Strategy
- UX Leadership
- Claude Expert
