MASA::UX — UI/UX & Product Designer

UI/UX & Product Designer,
based in Auckland.

UX Leadership & Design · Design System Development · Brand Design · Motion Graphics & Animation · Rapid Prototyping · Photography

I'm a UI/UX designer with 14 years' experience, currently UX Lead at Datacom in Auckland. Since 2018 I've led design at Datacom on pivotal projects for clients such as Silver Fern Farms, Contact Energy, The AA and Smartly — partnering with engineers, product owners and founders to turn complex problems into calm, usable products.

Having been around the industry for a while, I started folding AI into my own workflow fairly early on, and over the years I've often suggested clients consider it as part of their products. I still make a point of keeping up with new tools and letting them quietly improve the way I work. Always happy to chat about a new project.

Silver Fern Farms

As lead designer I owned the end-to-end UX/UI across Silver Fern Farms' digital ecosystem — running discovery and user flows, defining the shared design system, and prototyping each product: the Silver Fern Farmer portal & dashboard, the iOS app (livestock data, bookings, Animal Status Declarations), the Calf Booking app & system with QR check-in, and the Store Stock marketplace.

Role — Lead UX/UI · Design system · Prototyping — Datacom

The AA (NZ)

I led the mobile UX/UI for the AA membership app — shaping the digital membership card, member-benefits, the roadside-assistance request & tracking flow, and the Trip Tracker (estimating cost and CO₂). I took it from concept and wireframes through high-fidelity prototypes to developer hand-off.

Role — Lead mobile designer — Datacom

Smartly

As product designer I shaped the payroll experience across app and web — payslips, leave requests, balances and digital timesheets — translating complex, compliance-heavy payroll logic into clear, confident self-service flows that employees and admins actually enjoy using.

Role — Product designer · App & web — Datacom

Contact Energy

I designed the core journeys of the Contact account app — bill summaries, payments and dollar-based usage tracking across electricity, broadband and gas — prioritising clarity and confidence for everyday self-service across iPhone and iPad.

Role — UX/UI designer — Datacom

Farmlands

I led the e-commerce and shareholder-portal UX for this major NZ rural co-operative — the COVID click-and-collect journey, product catalogue and shareholder rewards — balancing member needs with business goals across desktop, tablet and mobile.

Role — Lead web UX/UI — Datacom

Datacom Together, FlexiGroup and SkyTV Sports

More @ Datacom

Across other Datacom engagements I delivered UX/UI and visual design — the “Together” events & conference platform, a FlexiGroup reporting dashboard, and SkyTV Sports — adapting quickly to each brand and audience.

Role — UX/UI & visual design — Datacom

Relab

I led UX/UI and visual design for Relab's property-intelligence platform — smarter property data, advanced property mapping, search and subscription plans — designing a cohesive system across web and mobile.

Role — Lead product / UX/UI designer

Early iOS Apps

As an independent designer-developer I conceived, designed and shipped my own apps to the App Store — i-Hatsuon English pronunciation (2008) and its Quiz edition (2009), Ultimate British English Listening (2010) and the R.S. game (2009). I owned everything end to end: concept, UI, illustration and release.

Role — Founder · Designer · Developer (2008–2010)

SmartCart & ELE.FOOT

End-to-end product design for the SmartCart app & admin portal and the ELE.FOOT app (2015) — from UX architecture and information design through UI and interactive prototyping.

Role — Product / UX/UI designer

Web & Brand

Agency web & brand work across Australia and New Zealand — ShopRone, Mercedes-Benz Gold Coast, RIOT RIOT, KHMG Rental and Gophr. My role spanned art direction, UI design and front-of-house visual design.

Role — Designer / art director

UI/UX & Product Designer,based in Auckland.

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