I help brands rethink their websites and messaging for enhanced user experience, engagement and conversions.
Since 2010 I have been working with clients and teams to help them strategically develop their messaging, products and websites.
I utilize data analysis, user research, communication and design thinking combined with a robust knowledge of web best practices, SEO, emerging web trends, and UX principles, to accelerate company and brand growth.
Need someone to lead your website redesign?
Want to enhance your user experience and increase conversions?
Interested in revamping your brand?
Need someone to lead your website redesign?
Want to enhance your user experience and increase conversions?
Interested in revamping your brand?
I was born in Toronto, Canada in the late 80s. I studied New Media at The University of Toronto.
After graduating in 2010, I took to the road, a freelancing digital nomad. My early career was largely focused on web design and development.
I later worked on several startups. In 2022 I teamed up with Brafton Inc. to lead web projects and provide UX and brand consulting services.
In 2024 I became certified by the Association of Registered Graphic Designers. I volunteer on their Experience Design Advisory Group.
I have been volunteering with Bereaved Families of Ontario as a support group facilitator since 2021.
I’m a bicycle junkie. I find zen through gardening and yoga. I enjoy tinkering and exploring with my 1979 Volkswagen Bus.
Want to know more?
Help The Princess Margaret Cancer Center change outcomes for cancer patients around the world.
I am a qualified, experienced professional.
Registered Graphic Designers have successfully completed RGD’s Certification Process and have demonstrated their knowledge and abilities as professional graphic designers.
I am a problem-solver.
Registered Graphic Designers have the knowledge, experience and skills to assess and address a variety of challenges. They provide strategies and solutions that help companies, organizations and entrepreneurs to further their goals and objectives.
I am accountable.
Registered Graphic Designers engage with clients in professional, contractual agreements. They fulfill their commitments responsibly and work to the best of their ability to match or exceed expected project outcomes.
I am ethical.
Registered Graphic Designers are subject to and governed by the Association’s Rules of Professional Conduct. These rules serve as their guide for an ethical, professional graphic design practice, and details their responsibilities to clients, the profession, the government and the community.
I stay informed of developments and trends.
Registered Graphic Designers stay current by augmenting their knowledge – including new information on accessibility, consumer trends, demographics, research methods, production processes, advanced digital technologies and efficiencies. With this growing foundation, they constantly integrate best practices and tools into their work.
I am passionate about design.
Registered Graphic Designers understand that a strong and unified voice advances the practice of graphic design. They are committed professional members of the Association, and raise awareness of the important role and value that design brings to business, society and culture.
I can connect you with reliable industry suppliers.
Registered Graphic Designers access a network of suppliers, services and allied professions. They can assemble a team to execute simple or complex projects including illustrators and photographers, writers and translators, printers and product manufacturers, developers and social media strategists, to name a few.
Why ask for an RGD?
Untrained, unskilled individuals may offer “design services” but their lack of up-to-date knowledge, professional experience and ethical accountability could put your deadlines, budgets, project outcomes and reputation at risk.
How to choose a designer?
Before hiring any designer, review their experience and work samples, request and contact references and meet with candidates to discuss your project. Designers need to understand your strategic objectives and the goals of your project to determine the costs involved. Use the information provided by all candidates to choose a designer who is capable of meeting your needs. For greater assurance, choose an RGD.
AR PRO CYCLING TEAM // Website Redesign
How I helped:
Impact & Results:
Claritas RX // UX + CRO audit & remediation
How I helped:
Added CTA button above the fold to prime users and capture potential conversions early on.
Broke a single large paragraph into a heading, subheading and two short paragraphs, making it easier to quickly scan and digest the section.
Added blue background to CTA and moved it above the following section to create a clear divide between several 2-column sections while also increasing the visibility of the CTA.
Replaced carousel images that had embedded text, with images and text overlayed dynamically to enhance accessibility, responsiveness and SEO.
Increased and made uniform the vertical padding between sections providing more breathing room allowing users to focus on one section at a time.
Replaced image that had embedded text with html/css generated text to enhance accessibility, responsiveness and SEO.
Replaced carousel images that had embedded text, with images and text overlayed dynamically to enhance accessibility, responsiveness and SEO.
Increased and made uniform the vertical padding between sections providing more breathing room allowing users to focus on one section at a time.
Replaced single image that had embedded text with dynamic elements, to enhance accessibility, responsiveness and SEO. Animations were applied to draw attention to the figures.
Added a demo request form on the page to prompt users and simplify the path to conversions.
Impact & Results:
Dream Team:
*Due to contractual obligations, I am unable to share documentation, sketches, diagrams or other assets I created while working on this project.
CFGI // Website Redesign
The Challenge:
The client was dissatisfied with their previous website, citing its lack of modern appeal and engagement.
Additionally, they faced challenges with the site’s workflow, including slow turnaround times for updates and limited control over managing their own content.
They sought a solution that would give them greater autonomy and efficiency in maintaining their online presence.
How I helped:
Impact & Results:
Dream Team:
*Due to contractual obligations, I am unable to share documentation, sketches, diagrams or other assets I created while working on this project.
CivicRisk Mutual // Website Redesign
The Challenge:
The client approached us eager to begin a long-overdue website redesign, feeling their existing site was outdated, stagnant, and misaligned with the brand image they wanted to project.
They were looking for our expertise to not only refresh the design but also to improve the information architecture and user experience, ensuring the site better represented their vision and goals.
How I helped:
I led the website redesign project, beginning with an in-depth discovery session to gain a deep understanding of the client’s customer base and their key objectives for the site.
Utilizing Screaming Frog, I created a detailed content inventory and analyzed Google Analytics data alongside a comprehensive site review. I then conducted a Keep, Update, Delete (KUD) analysis to inform the development of a new site map.
After gaining client approval, our Design and Editorial teams swiftly took over, crafting fresh copy and designing a modern, engaging look and feel for the new site.
Impact & Results:
I’ve shared the site with the team already and there’s nothing but great feedback from everyone… Congratulations to you and to everyone else on the team that contributed. I mean, let’s face it, you guys did all the hard work – I just gave it to you and look what you all achieved. Well done and thank you very much – the site is beyond any of my expectations.
Client feedback
Dream Team:
*Due to contractual obligations, I am unable to share documentation, sketches, diagrams or other assets I created while working on this project.
Smyyth + Carixa // UX + CRO audit
The Challenge:
The client approached us feeling frustrated with sub-optimal conversion rates on their website.
They sought actionable insights to improve the user experience and drive higher conversions, aiming for a more effective and engaging online presence.
How I helped:
I conducted a comprehensive UX and CRO audit, leveraging data from Google Analytics, Hotjar, and a heuristic evaluation of the website. After presenting the audit findings to the client, we engaged in a detailed discussion of the key insights.
Following this, our team was tasked with implementing site improvements based on the audit’s recommendations to enhance performance and user experience.
Impact & Results:
Dream Team:
*Due to contractual obligations, I am unable to share documentation, sketches, diagrams or other assets I created while working on this project.