Available for work

Hi, I'm Daniel

Product Designer & PM

B2B SaaS Construction Real Estate

Complexity is inherited. Simplicity is designed. My job is to absorb the complexity so the user never has to.

View my work LinkedIn
15+ yrs experience
3 industries
10+ products shipped
About

Design thinking meets technical depth.

I'm a Product Designer with over 15 years of experience owning and evolving product roadmaps across enterprise SaaS, real estate technology, and early stage startups. I partner closely with Product and Engineering to translate ambiguous customer needs into clearly scoped, shippable product increments.

What sets me apart is a combination of design thinking and hands on technical skill. Comfortable with SQL, QA testing, specification writing, and front end development, I move fluidly between pixels and pipelines and communicate precisely with engineering teams at every stage.

Design UX/UI Design Figma Prototyping Interaction Design User Research Product Roadmap Planning Prioritisation Discovery Workshops Productboard Technical SQL HTML/CSS QA/UAT Storybook Jira
Work

Past projects.

A selection of my work is below. Get in touch if you'd like to discuss a project in more detail

Coming soon
Design system & component library
End-to-end design system built in partnership with engineering. Case study in progress.
Coming soon
0 to 1 product launch
Discovery to live beta alongside a founding team. Full case study being documented.
Experience

15+ years of craft.

Product Designer
Felix
Aug 2021 – Feb 2026

Owned UX for the Vendor Relationship Management stream as part of a cross-functional trio with Product and Engineering, shaping the roadmap around customer value, security, and business impact.

  • Owned end to end UX for procurement workflows, vendor management, and marketplace features, defining quality rubrics and acceptance criteria for every release.
  • Played a key role in establishing a design system and partnering with developers to build a comprehensive component library, improving consistency and scalability.
  • Designed an interaction that reduced insurance document processing time by 50% through intelligent auto population of form fields.
  • Implemented UX improvements to vendor onboarding that significantly reduced drop off and improved overall completion rates.

Partnered with early stage founders to validate product fit and shape the roadmap from scratch, translating research into a strategic direction for a first product release.

  • Defined the problem space through stakeholder interviews and structured discovery, validating product fit early.
  • Delivered a full digital product from concept to live beta, owning every stage from discovery and strategy through to launch.

Shaped and managed the Vendor Portal roadmap as part of a cross-functional team, translating customer, security, and business priorities into a focused backlog and a better product experience.

  • Introduced high fidelity designs and interactive prototyping, enabling earlier customer testing and accelerating overall development speed.
  • Led end to end delivery of a pre tendering module for the largest customer onboarded to date, a contract valued at over $400,000.
  • Drove a platform-wide initiative to standardise design components, laying the groundwork for a scalable product.

Owned roadmap and release planning for a real estate technology platform, managing design across the full product lifecycle.

  • Spearheaded a full product rebuild, modernising the visual experience and setting a stronger foundation for scale.
  • Optimised server infrastructure, cutting monthly AWS operating costs by 50%.
  • Managed an offshore software development team across multiple time zones.

Oversaw design and development operations, leading a small team while partnering directly with key clients on specialised real estate marketing strategies.

  • Supervised and mentored a small team of designers and developers, building a culture of quality and accountability.
  • Developed and launched end to end marketing campaigns driving over $300,000 in new client revenue.
Contact

Let's talk.

Whether you're building something new or improving something existing, I'd love to hear about it.

Case study: Felix Vendor Portal
Insurance document intelligence
Product Designer Acting PM Sole designer B2B SaaS
50% Reduction in avg. completion time
↓ Measurable drop in data entry errors
3→1 Manual steps eliminated
Background

Felix is a procurement and vendor management platform used by enterprise businesses to manage supplier relationships, compliance, and procurement workflows. A core part of vendor onboarding is the submission of insurance certificates, documents confirming a vendor carries adequate coverage before they're permitted to work on a project.

The problem

The existing upload flow required vendors to manually select a document type, enter a title, input a coverage value, and transcribe both an effective date and expiry date, all before uploading the PDF itself. Insurance certificates are dense, inconsistently formatted documents, and vendors were not always administrative staff familiar with reading them.

Observing users move through the flow and analysing submitted data directly revealed the same pattern repeatedly: dates entered in the wrong field, values misread, formats inconsistent. These errors created downstream compliance issues and a steady stream of resubmission requests.

My role

I was the sole designer on this project. At the time, our PM had recently resigned and our Head of Product had gone on parental leave, so I stepped into the PM role alongside my design responsibilities. This meant owning the problem end to end: running discovery, writing the product specification, managing a third party integration partner, working directly with engineering throughout build, and assisting with QA at launch.

Approach

User research involved directly observing vendors uploading documents, analysing submission data for inconsistency rates, and speaking to customers about where the process felt painful. The opportunity was clear: if the relevant data could be extracted from the uploaded PDF automatically, the most error prone steps could be eliminated entirely.

I initiated a conversation with a third party integration partner who specialised in document intelligence via API. We scoped what was reliably extractable, how to handle low confidence extractions, and what the fallback experience should look like. Rather than hiding the extraction from the user, I designed a flow that felt transparent: upload the document, review the auto populated fields, confirm and submit. Users stayed in control; the system did the heavy lifting.

I wrote the full product specification, managed communication with the integration partner throughout implementation, and contributed to initial QA across a range of real document formats.

The shift
AI-powered insurance document processing flow from input documents to structured outputs.
Outcome

Average time on the document upload page dropped by 50%, measured through product analytics. Data entry error rates decreased measurably, resulting in fewer resubmissions and reduced support load. The interaction shifted from clerical work to simple confirmation, a more respectful and efficient experience for vendors.

Visual artifacts (flow diagrams and annotated wireframes) are being prepared and will be added here shortly. Get in touch if you'd like to discuss this project directly in the meantime.

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