I design systems and experiences
that make complex decisions
feel simple

Putting pen to paper

Starting from scratch

Exploring how group planning could work. Ideas were loose, unstructured, and all over the place.

→ Needed to turn concepts into something usable

V1

Exploring structure

First pass at the core screens — figuring out where things should live and how people move through them. It started to take shape, but felt heavy and disconnected.

→ Needed clearer structure and hierarchy

V2

Defining the system

The app started to feel like itself — but the flow still felt more like a form than a conversation. The experience was rigid where it needed to be flexible.

→ Needed to feel more flexible and social

The final direction

Experience from "what should we do?" → to "see you there"

Brought everything together into a more cohesive experience — making planning feel faster, lighter, and more collaborative.

Turning responses into a plan

No more — "I'm down for whatever"

When the votes are in, the answer is obvious. No more chasing people up or re-reading a thread to figure out what everyone actually said.

Where things were breaking down

System move 1

Condensed high-volume offers into scrollable systems

Instead of presenting everything at once, content was restructured into a more digestible format — users could quickly scan and engage without feeling overwhelmed.

→ Shoppers were scrolling past deals they actually wanted. This fixed that.

System move 2

Replacing long scrolls with structured slideshow modules

Vertical stacking was replaced with a slideshow-based approach, making it easier to browse multiple deals without excessive scrolling.

→ A more controlled, less fatiguing way to browse a lot of deals at once.

System move 3

Introduced temporal clarity through a calendar module

A calendar-based component helped users understand when deals were active — adding structure to an otherwise time-sensitive experience.

→ Star Deals runs for a week. People needed to know what was on today, not dig for it.

System move 4

Tested progressive disclosure for CTA clarity (A/B test)

Collaborated on a dropdown CTA variation to replace cluttered multi-CTA rows, preserving category access while reducing visible noise on mobile.

→ Fewer things on screen meant the one thing that mattered was easier to find.

The final experience

Designed to feel clearer, more structured, and easier to navigate at scale.

Key design decisions

Where the system struggled

System move 1

One primary message. Everything else supports it.

The homepage shifted from dense, competing promotional blocks to a cleaner hero-led structure — one primary message first, with supporting offers organised more intentionally below.

→ A single focus point made it easier for shoppers to know where to start.

System move 2

Less on the page — but the page works harder.

The homepage evolved from crowded, box-heavy compositions into a cleaner modular system — larger imagery, fewer competing elements, and more intentional spacing.

→ Improved readability and reduced cognitive load in high-density layouts.

System move 3

The same template, different campaign, same structure.

Black Friday and Valentine's Day shouldn't feel like the same page — but they should share the same bones. Refined layouts to support both high-volume and more curated campaigns.

→ The same template could flex across different campaign needs without breaking structure.

System move 4

Each campaign taught us something the last one didn't.

Each campaign was a live test. What held up got kept. What broke got fixed — reducing visual clutter and spacing inconsistencies across templates over time.

→ Improved readability and reduced cognitive load in high-density layouts.

The final experience

The same page, every campaign — just smarter each time.