My expertise lies at the intersection of Product Growth and UX, where I help companies uncover opportunities across Activation, Retention, and Monetisation - turning insights into measurable impact and creating high-quality user experiences.
Simple - AI Health Coach
2023-2025
Simple is an AI-powered health coaching app helping millions of users build lasting habits around fasting, nutrition, and activity.
My role & impact
Led design across AI experiences and retention systems.
Designed key features such as Success Score, AI Smart Camera, AI Health Programme, Smart Coach suggestions, Voice Coach, and monetised free users.
Cummulative impact: +32% D1 retention, +61% D7, +85% D30, +50% mobile revenue.
As design lead – built design system, hired and mentored team, directed Gamification (+30% D7 retention), and art direction across product.
FoodFren - AI Calorie Tracker
2025
AI-powered calorie tracking app built to test growth hypothesis inspired by Cal AI.
My role & impact
Led the product and from 0 to 1, designed and launched MVP in 2 months to replicate Cal AI growth mechanics and features (onboarding, paywall, upsells, smart camera, calorie budget).
Result: negative ROAS after 3 campaigns – project paused.
Badoo
2017-2021
Global dating app helping millions connect safely.
My role & impact
Worked on Chats, Profile, Monetisation banners, Onboarding, and Web version.
Improved product activation, retention and monetization through UX and feature optimisation.
Bumble
2018-2021
Global dating app empowering people to make the first move.
My role & impact
Worked on Profile design iterations, Navigation, Safety Centre, Date Night event, and two-tier monetisation plans.
As design lead – hired and mentored designers, led monetization initiatives.
Impact: improved user retention and revenue growth. Bumble went to IPO in 2021. Received App Store Award in 2021.
