Strategic thinker – problem solver – experience shaper

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UX/UI Designer with a strategic mindset, crafting impactful web and mobile experiences for users and businesses. With over 8 years of experience, I specialise in UX Design, UI Design, and Brand Strategy, bringing a holistic approach through positive communication, asking the tough questions, and exploring problems from multiple angles.

Let's create together!

Homepage of Africa Born luxury safari website featuring a herd of wildebeest running across an African savanna at sunrise, with additional images of Maasai people and safari landscapes below.

Africa Born

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2024/2025

Reimagining luxury safari storytelling: an experience-first UX strategy for Africa Born.

I led a complete UX/UI and brand identity overhaul for Africa Born, a luxury safari operator. The challenge was to transform an overwhelming, text-heavy website into an immersive, experience-first digital platform that reflects the exclusivity and bespoke nature of their offerings.

Read Africa Born's Case Study

Homepage of Stratiko marketing strategy agency website with a modern, colourful design, including a headline about free marketing strategy, circular images of people working, and a three-step process for accessing a free marketing plan.

Stratiko

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2023/2024

Redesigning a SaaS website to elevate brand perception and boost conversions.

I led the website redesign of Stratiko, an online marketing strategy tool, to create a structured, conversion-focused experience. Through strategy workshops, cross-team collaboration, and user-centred design, a clear, visually compelling website was created that resonates with visitors and drives engagement.

Read Stratiko’s Case Study

Homepage of Stratiko marketing strategy agency website with a modern, colourful design, including a headline about free marketing strategy, circular images of people working, and a three-step process for accessing a free marketing plan.

She has an aptitude for problem-solving and a drive to take on challenges head-on.

Liz Gosselin
Founder & Chief Creative Officer, R&G Strategic

Things I love to do

Meaningful design, impactful experiences

Overview of a brand strategy presentation with black backgrounds and white text, showing slides for brand core, positioning, target audience, value proposition, brand promise, and stylescapes, organised in a grid layout.

Brand Strategy

Brand messaging / Brand positioning / Tone of voice / Target audience / Value proposition / Creative direction

Digital whiteboard displaying a user experience design strategy, including sections for problem statement, basic information, user persona, behavioural design strategy, value proposition, positioning statements, and brand message, with colourful sticky notes and diagrams.

UX Design

UX audit / Competitor analysis / UX Research / Systems Thinking / Behavioural Design / Information architecture / Wireframes

Homepage of Stratiko digital marketing agency website featuring a headline about a free marketing strategist, circular photos of smiling professionals, and a three-step process for accessing a free marketing plan.

UI Design

Visual design / Prototyping / User testing / Design systems

Passion for crafting

My design path

From creating authentic brands to crafting exceptional digital experiences, my love for design has always driven me to think outside the box.

Passion for crafting

My design baggage

From creating authentic brands to crafting exceptional digital experiences, my love for design has always driven me to think outside the box.

My resumé

A journey of crafting experiences

Experience

  • 2023-Now

    UX/UI Designer

    Boost.

    No-code agency

  • 2022-Now

    Product Designer

    UX by Soraia

    Freelancer

  • 2022-2023

    Junior UX/UI Designer

    R&G Strategic

    Sustainability agency

  • 2019-2022

    Brand Designer & Strategist

    SS Design & Branding

    Branding agency

  • 2018-2019

    Marketing intern

    LuniStudio

    Marketing agency

Education

  • 2025-Now

    Certification

    The Starter.

    UX/UI Design [Advanced]

  • 2025

    Certification

    The Starter.

    Design Systems [Advanced]

  • 2025

    Certification

    The Starter.

    UX Research

  • 2022-2023

    Certification

    IxDF

    UX Design

  • 2016-2018

    Bachelor’s Degree

    UNOPAR

    Marketing

Looking for a designer who thinks strategically? Let’s craft impactful experiences together.

Beyond design

A bit more about me

If you are curious like me, click the cards below 😉
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Travel broadens the mind!

I've lived in 5 countries (and explored many more!), which has deepened my cultural awareness and given me a global perspective on how people experience products worldwide.

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Excellency!

My eye for detail is always seeking excellency. In 2022, I won Best Portfolio of The Year and Woman Graphic Designer of the Year awards.

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My Jade!

My favourite hobby is to play and spend time with my sleepy beagle, Jade.

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Everyday is a good day to learn!

Studying is a big part of my life! Whether I'm attending events, taking courses, or mentoring other designers, I see every experience as a chance to learn and grow.