I have extensive experience in designing for B2B SaaS platforms. I now work in a code-first AI workflow that goes beyond design, delivering fully functional, production-ready applications built around real user needs and technical precision.

Portfolio

As Head of UX, I currently lead design strategy for BrightHR, an HR platform serving over 100,000 businesses. My focus is on scaling design systems, building high-performing teams, and creating data-driven product experiences.

I've worked across enterprise software, SaaS platforms, and consumer apps - solving complex problems with elegant, user-centred solutions that drive measurable business outcomes.

Note: My most recent work at BrightHR is subject to NDA and proprietary to the business. Projects marked with a lock icon are password-protected. Password available on request for recruiters and clients.

Agrimetrics

Crop Select Web App

87%

Signup Conversion

2 min

Time to First Value

800+

Active Farmers

£11.8M

Government Investment

Shaping Cloud

SPINR - iPaaS

75%

Faster Integration

Zero

SQL Required

1st

Enterprise Customer

2019

Launch Year

Bubble

The Bubble Babysitting App

£175k

Seed Funding

150+

Sitters at Launch

300

Beta Sign-ups

Major Publications

More work

My Process

1. Research

I conduct thorough research into the company, its products and solutions, and the industry landscape. This includes understanding user personas, their jobs-to-be-done (JTBD), and identifying broader challenges and opportunities within the project.

2. Interviews

I engage stakeholders and users in structured conversations that uncover their motivations, behaviours, pain points, and goals, ensuring a clear understanding of their needs.

3. Synthesis

I interpret and synthesise research findings, identifying key trends and actionable insights that validate the core problem and inform the strategic direction of the project.

4. Planning

Using insights from the research phase, I create detailed solutions, including information architecture, sitemaps, and user flows, tailored to each platform's requirements.

5. Design

With a clear plan in place, I develop initial design concepts, refining them through iterative cycles. I primarily use Figma to create wireframes and prototypes, and, when feasible, I build HTML prototypes to support higher-fidelity testing and functionality validation.

6. Testing

I rigorously test designs with real users, observing their interactions and gathering feedback. This iterative process allows me to refine and optimise the experience, ensuring it meets user needs and aligns with project goals.

"The public is more familiar with bad design than good design."

— Paul Rand

FAQ

Do you code?

I believe in goals, not tools but I have always used code to explore new ways to help me be more efficient. I also run my own web agency site at nativerez.co.uk where I build websites for clients and experiment with new technologies. I'm really enjoying AstroJS at the moment and have been using it for my personal portfolio and client work.

What tools do you use?

My toolkit includes Chrome for browsing, Figma and Principle for UI and prototyping work, Visual Studio Code for code editing, Claude and GitHub Copilot for AI assistance, iTerm2 for terminal work, Todoist and BearApp for organisation and note-taking, and GitHub for version control.

Latest Writing

How to Work Like the Designer of Tomorrow, Today

13 February 2026

What Is Data-Driven Design (and Why It Matters at BrightHR)

17 November 2025

From Jekyll to Astro: A Designer's Migration Journey

21 October 2025

Currently available for new projects.

If you would like to say hello or discuss a potential project then please drop me a line.