User-Centered Product Designer in Toronto
User-Centered Product Designer in Toronto
Designer working across brand, product and interaction.
Designer working across brand, product and interaction.
Content Producer, Video Strategist & Motion Graphic Designer
Content Producer, Video Strategist & Motion Graphic Designer
In the SchoolCash Accounting Redesign, I led the end-to-end UI/UX transformation of a legacy financial web app for school staff. Pain points included a confusing 90s-era architecture, poor accessibility, and a lack of digital sharing features. The primary challenge was simplifying complex workflows—like the "year-end rollover" and manual check-issuing—into a modern "ePay" system for non-tech-savvy users. My role spanned user research, strategy, and rapid prototyping to create a high-fidelity, dashboard-driven suite. The end product is an intuitive accounting tool featuring universal search, customizable reports, and a prioritized notification system, delivering professional-grade financial intelligence to a school administrative environment.
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As the Lead UI/UX Designer, I spearheaded the comprehensive UI and UX redesign of SchoolCash Online, transforming a legacy "90s-style" interface into a modern, mobile-first experience for over 16,500 schools. The primary pain points involved a fragmented user journey and a confusing checkout process that drove high support ticket volumes. My role was to overhaul both the visual aesthetic (UI) and the functional flow (UX), tackling the challenge of simplifying complex multi-board toggling and fund management (myWallet). The end product is a sleek, modern, and high-fidelity responsive platform that significantly reduces user friction, proving that even the most complex financial tools can be intuitive and visually compelling.
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Travel & Leisure ETF TV Commercial
I produced a high-impact, 15-second commercial for national television (BNN Bloomberg) and a multi-channel digital campaign across YouTube, Google Ads, LinkedIn, and Facebook. The goal was to launch Canada’s first travel ETF by tapping into post-pandemic recovery, positioning TRVL as the premier way to invest in global airlines and resorts.
As lead producer and editor, I used cinematic pacing and bold typography to ensure the message resonated in both sound-on (TV) and sound-off (social) environments. The asset generated massive view counts and served as a vital "visual elevator pitch" for the sales team, simplifying complex fund benefits into a clear, high-energy value proposition that drove immediate investor interest.
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Covered Call ETFs Explainer
For the Covered Call ETF Explainer, I produced a 3:25m masterclass designed to demystify how Harvest generates monthly income while capturing market growth. To ensure technical accuracy, I conducted deep-dive sessions with portfolio managers, translating dense financial concepts like "strike prices" and "33% cap overlays" into digestible, high-end visuals. The primary challenge was preventing viewer fatigue during a complex mathematical breakdown; I solved this by developing a premium visual language where concepts "build" in real-time. By blending rhythmic pacing with professional sound design, I transformed a difficult educational topic into an engaging, professional asset that builds immediate investor confidence.
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Versatile Designer for All Business Sizes
Versatile Designer for All Business Sizes
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Modern minimalist designs for mobile, UX, product
Modern minimalist designs for mobile, UX, product
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Senior Product Designer
