welcome to my world of design
A selection of work across design both digital and traditional, branding, and digital products, highlighting my approach to solving complex problems through human-centered design.
a few of the places where my work has lived
Across products, brands, and real-world experiences
what i bring to the table
how i design
As a designer, I want my work to leave an impact not just visually, but emotionally and experientially. I aim to create designs that feel intentional, challenge the ordinary, and contribute to experiences that people genuinely enjoy, remember, and connect with.
Designing with deep understanding and people in mind.
Constantly learning, exploring, and pushing creative boundaries.
Creating work that sparks ideas, emotion, and conversation.
Every design decision should have meaning and purpose.
career
Founding Product Designer
Owambe
UX/UI Designer
The Global Black Alliance (GBA)
Digital Content Designer & Events Coordinator
Rise In STEM
Brand Strategist & Web Designer
The Body Form
Freelance Digital Designer
Web / UX / Brand / Graphic Design
Adriana Elcena · Michael London · JupiterHR · Elle-Amie · J&I Beauty · Ajamjo
programs
AHF 2024 Winter Fellow
Accelerate Her Future
CFC x Soho House Mentee
Soho House & Co
HXOUSE CONNECT Mentee
HXOUSE
internships
Digital Marketing Intern — UX
Lavish Life Brand, LLC.
learning
Bachelor of Fine Arts — New Media
Toronto Metropolitan University
Web Development
BrainStation
behind the scenes
Beyond design, I'm someone who genuinely values connection, community, and creativity in every form. I love being around people, experiencing new things, exploring ideas, and bringing positive energy into the spaces I'm part of. Whether it's discovering a new creative outlet, spending time with friends and family, attending events, or finding inspiration in everyday moments, I'm always drawn to experiences that feel meaningful and human.
Something deeply important to me is giving back and creating opportunities for others, especially upcoming youth and young creatives navigating their own journeys. As someone still growing within my career, I understand how impactful encouragement, support, and access can be. I care about uplifting others, sharing knowledge, and contributing to spaces where people feel seen, capable, and inspired to pursue their potential.
At my core, I want to build a life and career that not only creates meaningful work, but also leaves a positive impact on the people and communities around me.
Here's a small glimpse into the person behind the designer: the energy I bring, the moments that inspire me, and the things that matter most to me outside of work.
Design doesn't stop at the edge of a project. Outside of client and product work, I use personal projects as a space to explore, experiment, and push my creative boundaries. Whether working across traditional media, digital design, or blending both, these projects allow me to test new ideas, refine my visual voice, and approach design without constraints.
Many of these explorations are rooted in my culture and identity, serving as both inspiration and subject, while others are driven purely by curiosity and a desire to try something new. Together, they reflect how I think, how I create, and how I continue to grow as a designer beyond the brief.
A gallery-featured, interactive art piece exploring the relationship between pattern, culture, and identity, inspired by the visual language of Kente cloth.
✦ About the Idea
Designed as a textured, immersive experience, the work invites viewers to engage with patterns as more than decoration, positioning them as carriers of history, meaning, and expressions of prosperity across generations. Through layered materials and visual systems, the project bridges traditional cultural elements with contemporary design, creating a space where identity is both seen and felt.
✦ My Goal
To create an experience that didn't just reference Kente cloth but asked the viewer to be inside it. The goal was to use design as a form of cultural documentation, something that felt alive, layered, and deeply intentional rather than decorative or surface-level.
✦ The Outcome
A gallery-featured, interactive piece that was received as both an art installation and a design statement. The work sparked conversations about how traditional visual languages can exist in contemporary spaces, and how pattern, when given context, becomes a form of storytelling.
✦ What It Meant to Me
This project challenged me to think beyond the screen and into space, material, and experience. It pushed my understanding of what design can hold, and reinforced that the most powerful work comes from a place of genuine meaning. Designing from my own culture taught me that specificity is a strength, not a limitation.
Materials
Yarn · Wood · Embroidery · Felt
Platforms
Plinth · Gallery
// Inspo
A projection mapping installation using a 3D model of the Ghanaian flag as the canvas to celebrate the sounds and eras that define Ghanaian music culture.
✦ About the Project
During the Covid-19 pandemic, as part of my Experiential Design class, we were introduced to TouchDesigner and tasked with finding creative ways to project design and imagery onto physical surfaces.
I decided to build a 3D model of the Ghanaian flag and use it as the canvas, projecting music videos and visuals from different eras of Ghanaian music directly onto it. Ghanaian music is a deeply significant part of the culture, and its influence stretches across the continent and around the world. This project was my way of honouring that.
✦ What It Meant to Me
This project was a genuine turning point. It demanded that I move beyond the familiar: mastering a platform I was still discovering, developing an entirely new skill set in audio mixing, and stepping away from the conventions of traditional design in favour of something far more immersive and experimental.
The process was demanding, but the result was transformative. It sharpened my ability to work across disciplines, proved that growth lives at the edge of discomfort, and produced a piece of work I continue to hold with a great deal of pride.
✦ The Outcome
A work that brought together entirely different creative mediums: motion, sound, physical construction, and projection, unified into a single culturally representative experience. Each discipline informed the other, resulting in something that felt less like a student project and more like an installation. A sincere, multidimensional tribute to Ghanaian culture and music.
Materials
Foam Board · Hot Glue · Stationery · Projector
Software
Adobe After Effects · Premiere Pro · TouchDesigner · Procreate · DJay App
Platform
YouTube
For this project, I decided to do a very brief timeline of some big Ghanaian songs from the past few decades — songs that have all been influential in my life, presented within a 3D model of the Ghanaian flag.
Disclaimer: No copyright infringement is intended. I do not own nor claim to own any of the original songs used in this video.
// What Do the Songs Mean?
The core message is about overcoming rumours, moving forward, and leaving the judgment of others in the past.
A group singing about a girl so beautiful they can't function — they can't walk, can't breathe. Her beauty is undeniable.
Another love song.
Part of a huge Ghanaian movie soundtrack that became a big hit. The chorus says "ayi" — be watchful, be mindful, like a warning. If you see me, you better go.
A dance vibe song.
Sung in the Ga dialect from Ghana. I only understand Twi, so I don't have an accurate translation — but the energy speaks for itself.
// Songs List
Obu Ate Me So Buo — Daddy Lumba
Ahomka Wo Mu — V.I.P
Odo Nwom — Kofi Nti ft Ofori Amponsah
Ayi — Criss Waddle ft Bisa Kdei
Genging & Benging — Mr. Eazi
Tag Team Chorkor Special — Joey B, DJ Flex
LAVA FEELS — Joey B
// Listen
A 10-second motion graphic exploring how visual design can carry the emotional weight of a story — translating narrative, tension, and identity into movement, colour, and composition.
✦ The Brief
The assignment required creating a 10-second motion graphic based on a book, designed to give viewers a meaningful glimpse into its story. The challenge was to communicate something emotionally complex within a tight time constraint, using only motion, typography, and visual language.
✦ The Outcome
I was able to condense the weight of the story into a precise, intentional 10-second sequence. Through my use of colour, pacing, and typographic movement, I was able to communicate the duality of the protagonist's world and the urgency of her story. What started as a coursework assignment became one of the pieces I am most proud of.
Materials
Laptop
Software
Adobe After Effects · Adobe Illustrator · Photoshop
✦ Context
Set as a class assignment to create a vector portrait, I chose Saweetie as my subject. At the time she was a rising female rapper making waves in the industry, and her energy and aesthetic felt like the perfect challenge to take on. Working entirely from a reference photo, I built the illustration from scratch using Adobe Illustrator — every shape, curve, and colour chosen deliberately to capture her likeness and presence. An exercise in patience, precision, and the art of translating a person into pure graphic form.
Software
Adobe Illustrator
Adriana Elcena · Brand & Web Design
Client
Adriana Elcena
Role
Brand & Web Designer
Industry
Fashion · Luxury
Timeline
8 Weeks
Year
2025
Adriana Elcena is a luxury fashion brand rooted in cultural heritage, femininity, and self-expression. It entered a new era with no website and no cohesive identity — the goal was to build a complete brand world, from identity to digital experience.
The website was wireframed from the user journey up, then brought to life with the new identity — fully responsive, editorial in feel, and built to convert curiosity into connection.
Every mark, colour, and typographic rule was documented into a full guidelines system, giving the brand a foundation to stay consistent across every touchpoint going forward.
Scope: Brand Identity · Logo Design · Colour Strategy · UX/UI · Web Design · Art Direction · Event & Experiential Design
Phase
Debut Collection Launch
Year
2025 · Pre-Web Design
My Role
Event Collateral & Promotional Graphics
Before the website or brand guidelines existed, this was its own standalone project: designing the promotional graphics, sponsorship materials, and street-level wheatpaste posters that launched Adriana Elcena's debut collection to the city in 2025.
Sponsorship deck outlining the concept, venue, and details of the debut event.
Street-level wheatpaste posters announcing the event across the city.
Postcards inspired by traditional "greetings from" travel postcards, gifted to guests.
The postcard's reverse, with QR codes linking guests to feedback and the brand's Instagram.
Orange water bottle design, QR-coded to lead attendees to the brand's social channels.
Pink water bottle design, QR-coded to lead attendees to the brand's social channels.
The designer and models at the Drift and Depart debut fashion show.
The result: a fully realised luxury identity with a launched digital presence and a cohesive visual language across web, collateral, and marketing — carried into a debut launch event with 60+ attendees, and a scalable foundation for future collections.
Editorial design and multi-platform campaign work for a youth-focused nonprofit, spanning two annual Impact Reports and a Black Futures History Month campaign across LinkedIn, reels, carousels, and web.
The Problem
Rise In STEM, a youth-focused nonprofit expanding access to STEM careers for underrepresented communities, needed a new report designer to refresh their annual Impact Report and support a Black Futures History Month campaign, bringing a fresher visual approach to both long-form storytelling and digital content.
My Approach
As Designer, I refined the 2024 Impact Report alongside one teammate, led the 2025 report solo with structured layouts, infographics, and scalable templates, and joined a team of three on the Black Futures History Month campaign across LinkedIn, reels, carousels, and web.
Scope Editorial Design · Impact Reporting · Campaign Design · Social Media · Visual Identity · Design Systems
2024 Impact Report
The 2024 Impact Report marked five years of Rise In STEM, and the existing approach wasn't doing justice to what the organization had built. Working alongside one teammate, the brief was clear: make it feel like five years of real impact, not just another PDF. View the report here.
The Changes
Missing
A designed cover that set the tone for the milestone year
Added
A bold editorial cover that immediately communicated five years of impact
Missing
Visual hierarchy. Pages felt flat with no clear reading order
Added
Structured layouts with typographic scale to guide readers through each section
Missing
Data visualization. Stats and numbers were presented as plain text
Added
Infographics and callout treatments that made the numbers land with impact
Missing
A consistent spacing and grid system. Every page felt disconnected
Added
A cohesive layout system applied consistently from cover to close
Missing
Community representation woven intentionally into the layout
Added
Photography and story placements that centred the people Rise In STEM serves
2025 Community Report
For 2025, we completely reimagined the visual identity, moving away from the formal, corporate feel reports often default to. We leaned into bold colour, dynamic layouts, and expressive typography to reflect a community that's energetic, ambitious, and culturally connected. View the report here.
The Campaign
Rise In STEM wanted to mark Black Futures History Month with a series that centred the people directly impacted by the organization — their journeys, voices, and futures. I joined a team of three to make it feel personal and real while polished enough to hold attention across every platform.
Creative Direction
My visual approach leaned into contrast — strong typography against warm, expressive imagery to give each story its own presence, celebratory without being loud. I built a palette and layout system that could flex across LinkedIn, reels, carousels, and web without losing its character.
The Outputs
The campaign rolled out across LinkedIn, Instagram reels, carousels, and the Rise In STEM website — each format with its own treatment while staying unmistakably part of the same campaign family. Read the full blog here.
RESULTS
Impact Reports Transformed
Into clear, structured, visually engaging storytelling pieces.
2,000+ Community Reached
Content designed to speak directly to a youth-driven audience.
Cohesive Multi-Platform Output
Consistent visual direction from report to reel.
Scalable Design Systems Built
Templates that reduce effort for future campaigns and reports.
End-to-end brand and e-commerce design across multiple phases from 2022 to 2025, building and evolving a Shopify shopping experience for a women's shapewear and athleisure brand rooted in confidence and inclusivity.
The Problem
The Body Form came to me as an early-stage shapewear and athleisure concept with no defined identity or digital presence. The challenge: translate a mission of confidence and inclusivity into a cohesive brand and shopping experience that could evolve as the business grew.
My Approach
As Web Designer and Brand Strategist, I led the end-to-end creation of The Body Form's identity and Shopify experience — logo, brand system, product pages, packaging, and email marketing — evolving the platform across two full redesigns as the brand shifted from shapewear to athleisure.
Scope Web Design · E-Commerce (Shopify) · Brand Identity · UX/UI · Email Marketing · Packaging Design · Art Direction
Creating the Brand Identity
I explored cursive, serif, and modern slim typography before landing on a direction that brought all three together, backed by a full brand and site guideline system the client could use confidently across every touchpoint.
Branding the Products
I applied logo placements across the Waist Trainer, Strapped Body Spandex, and Detachable Body samples using raw product photography, bringing the brand to life on real product for the first time.
Creating the Platform
I designed and developed the Shopify store with clean navigation, intuitive categories, and premium imagery, streamlining checkout to move customers from discovery to purchase with ease.
Email Marketing & Packaging
I designed email campaigns for launches and brand moments, plus thank-you cards and packaging so the unboxing experience matched the level of care put into the brand itself.
RESULTS
+5% Conversion Rate
Through optimized UX and strategic CTA placement across the Shopify store.
Recognizable Brand Identity
Positioned the brand within the competitive shapewear and athleisure market.
Seamless Shopping Experience
Reduced friction from discovery to checkout across the store.
Brand Evolution Supported
A full shift from shapewear to athleisure, kept cohesive throughout.
A Gen-AI powered mobile platform designed to simplify how people plan and experience social gatherings. As Lead Product Designer, I led the end-to-end design from early concept to MVP and beyond, shaping the brand, leading research, and driving every design decision along the way.
The Problem
Owambe is a Gen-AI powered mobile platform built to simplify how people plan social gatherings. As people move into adulthood, coordinating time with friends gets harder — scheduling conflicts, decision fatigue, and fragmented communication were the biggest barriers to real-life connection, despite the rise of social platforms.
My Approach
As Lead Product Designer, I led the end-to-end design of Owambe from concept to MVP — translating founder vision into a full brand identity and product experience, leading UX/UI across every flow, running research across 17 interviews and competitor analysis, and iterating based on live testing at Collision Conference.
Scope Product Design · UX/UI · Brand Identity · Web Design · Research · Visual Design · Event & Experiential Design
Origin
The project began with the common frustrations of organizing social events. Through AI integration, Owambe helps users streamline plans, recommend venues, and personalize each experience.
"In a world where social media claims to bridge distances and foster connections, it ironically seems to leave us feeling more isolated."
As the pioneering Product Designer, I executed the founders' vision through brand identity, product design, and research.
Discovery
Social Media has promised to keep us connected, yet as its use increases, it appears we are more disconnected than ever.
To address the real challenges of planning social gatherings, we immersed ourselves in research — surveys, interviews, and competitor analysis — including in-person interviews with 17 individuals about their experiences planning events with friends, family, and colleagues.
// Findings & Insights
87%
// SCHEDULING
"Challenges with time availability between friends and time coordination."
said finding a time that worked for everyone was the hardest part of planning.
78%
// GROUP DECISIONS
"Sometimes people want to choose the majority. It feels like some are people pleasers wanting to appeal to others so sometimes it prolongs the decision process."
said larger groups often led to decision delays or cancellations.
63%
// DISCOVERY
"Social media is used to hear about events most of the time, or I hear directly from friends and family."
relied on social media to find events, mostly via TikTok.
44%
// MOTIVATION
"To create new experiences and create and maintain relationships."
were motivated by spending time with friends and family.
User Research
After interviewing participants, we created a user persona reflecting the common behaviours, challenges, and motivations that guided our design decisions.
Keyanna represents the needs of our audience, emphasizing a tool that simplifies planning, encourages collaboration, and enhances social connection — relevant to her life as a student, and to adults at other life stages too.
Build
Brand Identity
In a two-week sprint I built the full brand identity: name, logo, visual system, colour palette, tone, and landing page, leaning into warm tones of orange and red for energy and community.
Every logo iteration centred on one idea: community, collaboration, and connectedness — people coming together to create something greater.
Brand Colours
Logo Iterations
Final Logo Product
Final Logo
Wireframing
With our online presence live, my team and I brainstormed and experimented with how the platform could look and feel.
Initial drafts of the platform
Lo-Fi Drafts of the Login/Sign Up and Onboarding Process
Some Hi-Fi screens created for V.1 of the Owambe MVP Platform
Milestone
Through the FBN, we were selected to present Owambe at Collision, one of the biggest tech conferences in Canada. We quickly built our demo and MVP for the conference floor and prepared for a pitch with the BAI, refining key features and a compelling narrative to demonstrate the product's potential to investors, partners, and industry leaders.
Owambe @ Collision...
Expanding Our Reach At Collision
The demo featured our first official feature: an AI-powered scheduling optimizer that finds the best time for all invitees.
Learning
After presenting Owambe at Collision, we received invaluable feedback from everyone who demoed the product. People appreciated its simplicity and intuitive nature, but flagged the homepage's colour intensity and event flow as areas to improve — insights that shaped our next iteration.
Feedback
Not knowing what to do with their friends.
// Pain Point — Discovery
The steps for creating events seem like a lot of pages.
// UX — Event Creation Flow
Could encourage friend groups to create new memories and step out of their comfort zone.
// Opportunity — Social Engagement
Very helpful for mixing groups and planning collaboratively.
// Strength — Collaboration
The interface feels a bit clustered.
// Visual Design — Layout Clarity
New Designs
Following the feedback from Collision, I refined the app's visual hierarchy for more intuitive navigation, simplified interactions, and expanded social features so users could more easily connect, share, and plan together.
Before
The previous interface visual layout was cluttered and not as effective for the solution. Some of the interactions were not clear to users.
After
As a solution, I transformed the homepage interface to a simplistic, clean and effective visual layout — with the tools being easily accessible on the page.
Before
Testers said that the event flow was long and had too many steps in terms of clicking to complete creating an event.
After
To solve the problem, a redesign of the event page was done so users could start and add information at any point — significantly reducing the steps a user would take.
Before
The previous navigation bar had the features listed — and since they were meant to be integrated into event planning, so they didn't serve the purpose.
After
To address this, I designed a new navigation bar with functional pages for users that will be applicable to all versions of redesign & updates in the future.
Online Presence
The landing page was created to build community while also allowing the ability to gather data and see if there is a market fit.
What it contained:
I created a form of 2 questions to get more insight on potential users or even problems that we may not be aware of that people experience – aside from just taking information.
LinkedIn
Community
Owambe wasn't just a product — it was a community. From wellness walks to launch events, I owned the full design identity across every activation.
Community
We organised wellness walks to keep people connected to Owambe beyond the app, sponsored by brands who believed in what we were building.
March 2025 — Women's Month
In March 2025, during Women's Month, we held the official MVP launch — I owned all design assets, event identity, and sponsor representation across every touchpoint.
90+
// Attendees
10
// Sponsors
// Sponsors
October 2025
In October 2025, we hosted the Travel Discovery Lounge, bringing the community together around travel and exploration — I handled the full design scope, from event identity to sponsor integration.
40–50
// Attendees
6
// Sponsors
// Sponsors
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Reflection
// Community First
Hosting events taught me that community is a product too — every detail, from invite to energy in the room, matters just as much as any screen I've designed.
// Product Meets Reality
Working on both the product and real-world experiences simultaneously let me see how people actually behave, not just in a test session. That gap between assumption and observation is where the best product decisions come from.
// Wearing Every Hat
Across this project I was a brand designer, product designer, event producer, and social media lead — sometimes all in the same week, teaching me to prioritize ruthlessly and apply design thinking well beyond the screen.
RESULTS
Collision Conference Showcase
Selected to present at Collision Conference in Owambe's first year, one of Canada's largest and most competitive tech stages.
MVP Built and Tested
Successfully developed and tested an MVP with core scheduling optimization functionality, taking the product from 0 to 1.
Pre-Launch Community Built
Built an engaged pre-launch community of early adopters through events, social presence, and in-person activations reaching 100+ people.
Product Direction Validated
Validated product direction through real-world user testing and feedback, informing rapid iteration and improvements to usability and navigation clarity.
Cohesive Brand Established
Established a cohesive brand across digital product, web, and real-world experiences, creating a consistent and recognizable identity from day one.
Brand Partnerships Secured
Designed for and supported 10+ sponsored events with brands including Arc'teryx and Chick-fil-A, extending Owambe into physical community spaces.
A multi-phase UX/UI redesign of a global platform connecting users with local Black-owned businesses, transforming a post-launch product with usability challenges into a clear, intuitive, and growth-ready experience.
About the Product
RealOnes is a global digital platform connecting users with local Black-owned businesses and their allies, designed to strengthen community, increase visibility, and drive meaningful engagement through discovery and connection.
Despite a strong mission, the platform struggled with usability, clarity, and engagement post-launch. The experience lacked structure, making it difficult for users to navigate, understand account types, and fully engage with businesses, ultimately limiting growth and retention.
The Goal
Transform the product into a clear, intuitive, and scalable platform that improves user engagement, supports business visibility, and aligns the experience with its core mission.
What I Did
As UX/UI Designer, I led the end-to-end redesign of the RealOnes platform across multiple phases.
Scope UX/UI Design · UX Audit · Design Systems · Product Strategy · Figma · A/B Testing · Interaction Design
Prologue
01
RealOnes helps users connect with local Black-owned businesses and their allies — a powerful idea born from the BLM movement in 2020. But two years post-launch, the app was a confusing maze: the intention was there, the path to it was not, and user growth had stalled.
I stepped in to analyze the feedback, identify key issues, and guide the full platform redesign — transforming the app into a seamless, intuitive experience that truly supported its mission.
Discovery
The Problem
RealOnes launched with strong community intent, but users couldn't figure out what type of account to create, navigation left them stranded, and business owners had no real way to manage their presence. I started with a full UX audit, mapping friction points and structural issues before touching a single frame.
What the Audit Found
// Onboarding
No clear distinction between user and business account types on sign-up, causing confusion from the first screen.
// Navigation
Information architecture lacked hierarchy. Users consistently lost their place and could not find core features.
// Business Experience
Business owners had no dashboard, no way to track visibility, and no tools to actively manage their profile.
// Visual Consistency
No design system in place. Inconsistent components, spacing, and type use across the product created a fragmented feel.
Interface Review Summary
• No clear buttons
• Only dark mode available — very limiting
• The font sizing is quite small, not very clear
• No distinct difference between user types
• Things that were of high priority were not easily visible
• Spacing for inputs and placement not intuitive
Research
Beyond the audit, I synthesized feedback from app store reviews, user interviews, and stakeholder conversations — the patterns were consistent, pointing to the same core issues.
I didn't know if I was signing up as a customer or a business owner. The options weren't clear at all.
// App Store Review
I love what this is trying to do but I keep getting lost. There's no clear way to get back to where I started.
// User Interview
As a business owner I have no idea how many people are viewing my profile or what I should be doing to improve it.
// Business Owner
The idea is great. The app just doesn't feel finished. It needs a lot of polish before I'd recommend it to someone.
// App Store Review
Summary of Data
It is very confusing to understand what profile version users are on.
Current users on the platform with both business and personal accounts were finding it hard to understand what profile they were on.
The business profiles do not provide enough information on their offerings.
Business users were finding that they were not able to add enough information — inputs were limiting.
The interface on the home screen of the map was not responsive to user interactions.
The map view of the business is not clear. Design is flat.
A lot of the permissions and things stakeholders needed to fulfil the purpose of the app were getting missed.
The design was not clear enough to surface the right actions and information for stakeholders to execute on the platform's intent.
Redesign
// Lo-Fi Wireframe Sketches
I brainstormed various solutions and user flows, using wireframes to shape my concepts. After sketching, I translated those ideas into low-fidelity wireframes to help bring the vision to life.
I translated my sketches into wireframes to visualize the layout and user flows, allowing me to refine interactions and ensure a seamless experience that aligned with the app's goals.
I tried a few different ideations for each screen, to see what could potentially work for the platform.
Iterations
After testing with four users, I utilized their feedback to implement changes that addressed their issues and concerns.
Before
Users felt the homepage was plain and visually monotonous, with no clear distinctions between sections, causing everything to blend together. The lack of applied design principles made navigation confusing and unengaging.
After
I revamped the interface with a new light mode for a fresh, user-friendly look while improving the dark mode. I also made the map interactive, allowing users to tap on pins for quick previews directly on the map page, streamlining access to essential information.
Before
Users found the navigation bar confusing, as the icons were not very clear in conveying their intended functions.
After
To address the issue, I introduced new icons for the navigation bar and strategically reordered them to facilitate easier access for users. Additionally, I added labels to enhance the overall user experience.
Before
The business dashboard struggled with unclear calls to action, which made it difficult for owners to navigate. They often found new functionalities hidden behind certain buttons or areas, leading to confusion and frustration as they attempted to understand how to utilize the platform effectively.
After
To resolve this issue, I designed a clearer layout for business owners, incorporating distinct buttons that enhanced their understanding of the dashboard. I also added colored headers to indicate the type of page, helping users easily identify whether they were on a business or user account.
Design System
Before redesigning any screens, I built a scalable component library in Figma. The platform had no existing system, which meant inconsistencies had compounded across every screen. Starting with the system meant every decision made downstream was intentional and reusable.
Hi-Fi Screens
// Final screens across both user and business flows
RealOnes V2.0
The final design transformed the platform into an intuitive, engaging space — improved navigation, detailed business profiles, and a seamless mobile experience that made connecting with local businesses effortless.
RESULTS
177 → 1,434 Users
A 711% increase, driven by redesigned onboarding and clearer navigation.
62 → 308 Business Accounts
A 397% growth, made possible by a rebuilt profile experience and dedicated dashboard.
Navigation Rebuilt From Scratch
Core flows rebuilt — navigation, onboarding, profiles, and dashboards.
Dual-Audience Experience
Tailored flows for both user and business audiences within one platform.
Scalable Design System
A component library in Figma, built for consistency and faster iteration.
Reflection
01
There were moments when I had to shift gears based on what was not working or what was realistically possible, teaching me the value of staying flexible and adapting as needed.
02
Working alongside different teams gave me the chance to champion user-focused design while also hearing the technical perspectives of developers, which made the process even stronger.
03
I learned how to find that sweet spot between creative ideas and realistic solutions, making sure the designs were not only exciting but also doable.
Taking a struggling platform from confusing to intuitive was an invaluable lesson in strategic design — how research, structure, and clarity can rebuild trust with real users and drive measurable growth.
Metrolinx × FIFA 2026 — Concept Campaign
Campaign
#PlatformToPitch
Role
Brand & Campaign Concept
Type
Advertising Design
Toronto is hosting FIFA 2026, and thousands of fans will lean on Metrolinx to get to the match for the first time. Platform to Pitch reimagines that ride — turning GO Transit into part of the fan experience, from arrival to kickoff.
Role: Brand & Campaign Concept / Type: Advertising Design
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Platform to Pitch explores how the journey to the stadium can become part of the FIFA 2026 experience.
With Toronto welcoming fans from around the world, many will rely on Metrolinx to navigate the city for the first time. This concept turns transit from a source of uncertainty into a seamless, guided experience that carries fans from arrival to kickoff.
Through my experience working in transit customer service, I've directly supported riders navigating questions like train times, platforms, ticketing, and PRESTO access — the same friction points that will be amplified during a global event like FIFA.
So I thought of a creative, simple and visual way to better serve customers with this.
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The 7 Virtues — Concept Campaign
Campaign
#SummerFlingPopUp
Role
Experience & Campaign Concept
Type
Experience Design
The Summer Fling Series is a conceptual experiential campaign created for The 7 Virtues to celebrate the launch of the Summer Fling Mini Trio. Inspired by the emotional connection between fragrance and memory, the activation invites guests to discover the scent they'll remember this summer by.
The Summer Fling Mini Trio features three existing fragrances—Coconut Sun, Strawberry Jam, and Clementine Dream. While the collection is designed for summer, existing customers may already have a signature scent, creating little incentive to explore the others.
This campaign repositions the trio as an immersive discovery experience, encouraging guests to step outside their fragrance comfort zone through storytelling, scent layering, and personalized recommendations.
Summer Fling is envisioned as an immersive outdoor brand activation hosted throughout the summer in vibrant, high-foot-traffic destinations such as Toronto's Distillery District, STACKT Market, Union Station's Bay Concourse, waterfront promenades, and open-air shopping centres.
Designed as a destination rather than a retail pop-up, the experience invites fragrance lovers to slow down, explore, and connect with scent through storytelling and interaction.
Hosted in vibrant outdoor destinations, the pop-up transforms fragrance discovery into an interactive journey.
Guests answer reflective conversation prompts, receive a personalized scent match, explore immersive fragrance installations, and finish their experience.
The experience concludes with exclusive rewards, photo moments, and personalized fragrance recommendations.
Choose the scent you'll remember this summer by.
Because every Summer Fling deserves to be remembered.
