Design Work

Context

Before building Project MC, I spent several years freelancing as a UX/UI Designer, working with clients worldwide through Dribbble. This period sharpened my ability to create high-performing interfaces that weren’t just visually refined, they converted.

Most clients were early-stage founders who needed design leadership but couldn’t yet afford in-house teams. My challenge was to translate raw ideas into clear, functional, and beautiful user experiences, fast.

I specialised in end-to-end UI design for dashboards, mobile apps, and landing pages that balanced clean aesthetics with UX best practices. I built my own user research model based of some of the key methodologies I learnt whilst operating as a Freelancer:

Problem

Freelance clients typically approached me with similar pain points:

• Their product had no clear visual hierarchy, making user actions unclear.

• Interfaces looked “good” but didn’t convert or retain users.

• There was no design system, leading to inconsistency across pages and breakpoints.

• They wanted something that looked premium but still performed well on UX metrics (time-on-task, conversion, and clarity).

UX Approach

Even though the projects were UI-heavy, I embedded UX discipline into every engagement, blending aesthetic precision with usability validation.

1. Rapid Discovery

For every new client, I conducted a mini UX audit:

• Heuristic review of their current product (using Nielsen’s principles).

• Quick competitor benchmarking (3–5 direct UI/UX comparisons).

• Stakeholder interviews to define primary conversion goal (e.g., sign-ups, checkout flow, dashboard completion).

2. Information Architecture & Wireframing

I mapped key user flows and simplified steps, reducing cognitive load before touching visuals.
In many cases, I replaced overloaded dashboards or multi-step onboarding with progressive disclosure layouts.

3. UI System Design

I then developed component-based design systems in Figma:

• Defined consistent typography, spacing scales, and visual hierarchy.

• Created reusable components (buttons, modals, status states).

• Designed with accessibility in mind (WCAG AA contrast and tap targets).

4. Validation & Handoff

When possible, I validated prototypes through lightweight usability tests (5–7 users) via Maze or Lookback.
This ensured the designs weren’t just visually appealing but actually worked for end users.

Solution Examples

Note: Brand names and logos have been altered to respect client confidentiality and because formal permission for public display has not been obtained.

1. SaaS Dashboard Redesign

• Simplified complex automation views into 3 clear data visualisations.

• Reorganised IA to match user goals (metrics first, trends second).

• Impact: reduced user drop-off rate by 35% and improved completion time for tasks by 22%.

2. E-Commerce Mobile Redesign

• Introduced guided filters, sticky CTAs, and visual feedback animations.

• Optimised checkout flow for mobile (5 steps → 3 steps).

• Impact: +18% conversion lift post-launch.

Design Highlights

• Created 14+ high-fidelity design systems for B2B and B2C products.

• Delivered pixel-perfect responsive designs optimised for both desktop and mobile.

• Used atomic design principles to ensure scalability.

• Average client rating: 4.7/5 across Dribbble and direct contracts (account closed).