I’m Alex,
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Figma’s file management system has long been a pain point in an otherwise polished product. As part of an interview, I reimagined how it could work, tackling the frustrations head-on. The result? Concepts I’m proud to share in this case study. Figma, if you’re listening—please, fix it.

Ebb is a young fitness startup on a mission to help every athlete think, feel, and perform their best through accessible sports psychology.

I was responsible for developing the overall brand image, designing an app for IOS/Android and implemented a robust design system that sets ebb up for future scaling.

OneUp is a platform designed to streamline sales team management and drive motivation.

I joined OneUp as the 5th hire, fresh out of university, and helped grow it from a small team of 5 to over 40. Along the way, I contributed as an engineer, designer, product manager and leader, helping shape the product and an inspiring company culture.

I co-founded Bel alongside two other founders with a mission to help people become better in everyday life by connecting those looking to get fit (heroes) with the right personal trainers.

I led the creative direction for the brand and product, designing and building the website, onboarding flows, and the matching platform for heroes and trainers. I also shaped the product strategy and go-to-market plan while designing visual assets for marketing.

We launched Bel with 50 active coaches and attracted over 250 heroes in the first month, generating £6,000 in revenue for trainers during the beta.