Designing B2B tools for teamsthat work in data.

2.5+ years working across CPG and Retail.

Currently
MathCo
Previously
Monsoonfish
Education
B.Des in UX Design, MIT‑WPU

Work

Client

B2B web app
Agentic AI
Human-in-the-loop
Enterprise

Moving a four-team Excel process into one tool

A calibration tool for a global retailer. It keeps four teams’ edits in the right order, which they used to manage by hand over email.

Per cycle: ~45 hWas ~~~210 h~~
Calibration loop: DaysWas ~~2–3 weeks~~

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Client

B2B web app
Marketing Mix Modeling
Enterprise
Data product

Rebuilding a media simulator that planners kept leaving for spreadsheets

A media simulator that planned one cell at a time, only from a budget, all on one page. Rebuilt around intent, so planners plan a whole portfolio in one run.

Per portfolio plan: 1 runWas ~~4 scenarios~~
Ways to plan: 2Was 1

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Client

Discovery
User research
Requirements
Enterprise

Simplifying a messy problem into a clear model

Discovery for a 7-year-old supply chain programme at a global beverage company. The brief already told us what to build, but once we started talking to people, 10 things in it changed before a single screen got designed.

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