Experience
Current
Founder & Digital Designer
Eleva · Vancouver, BC
Founded and operate a digital design and web development studio delivering end-to-end solutions for clients — from strategy and UX through to production-ready builds.
Lead all design and development across client engagements — from discovery to delivery
Design and build responsive web experiences, brand identities, and digital products
Apply systems thinking to create scalable design foundations for growing businesses
Manage client relationships, project scoping, and end-to-end project delivery
2023 — Present
Active Venture
Co-Founder & Business Development Director
Sonder · Vancouver, BC
Co-founded a music-sharing social platform — the social layer missing from streaming. Conceptualized as "Strava for music." Developed full pitch deck, business model, and go-to-market strategy. Targeting $2.5M pre-seed raise at 18% equity.
Defined business development strategy and investor pitch — $2.5M USD pre-seed raise target
Built financial model projecting $16M revenue and 1M users by 2029 (537% company ROI)
Validated product with 24 user testers — 83% preferred Sonder over DMing links
Developed freemium + student plan pricing strategy with $40 ARPU and 45K break-even users
Designed go-to-market strategy across TikTok, campus marketing, and referral loops
2024 — Present
Active Venture
Lead Strategic Designer
MappleMate · Vancouver, BC
Designed a marketplace for on-demand home services in Canada — from zero to live prototype. Reimagined the entire market model before a single screen was designed.
Identified trust and fragmentation as the core market problem — not a UI problem
Designed the $0 booking fee model to remove conversion barriers and drive adoption
Built real-time provider matching system reducing booking friction by 35%
Delivered full brand system, UX flows, and live Figma prototype
2024 — Present
Skills
Design
UX / Product Design
Brand Identity
Visual Design
Design Systems
Prototyping
Strategy
Product Strategy
Systems Thinking
Go-to-Market
Business Modelling
User Research
Investor Pitching
Development
HTML / CSS
Responsive Design
CMS / Webflow
WordPress
SEO Fundamentals
Education
Diploma — Business Information Technology
BCIT School of Business + Media · Burnaby, BC
Focus on digital product design, business strategy, and information systems. Developed strong foundation in both design thinking and commercial reasoning. Graduated with hands-on experience across UX, brand, and product development.
UX Design
Business Strategy
Information Systems
Digital Media
2022 — 2024
Tools & Technology
Design
Figma
Adobe Illustrator
Adobe Photoshop
Adobe XD
After Effects
Spline
Framer
Development
HTML5
CSS3
Webflow
WordPress
VS Code
AI tools
ChatGPT
Claude
Gemini
Perplexity
Copilot
Elevenlabs
Canva
How I Think
01
Model before interface
The best design decisions happen before you open Figma. I start with the business model, the user problem, and the market gap — then design the system that solves it.
02
Trust is the real product
Whether it's a marketplace, a social app, or a brand — users don't buy features. They buy confidence. Every design decision I make is a trust decision.
03
Outcomes, not outputs
I measure work by what it changes — friction reduced, users retained, revenue enabled. A beautiful deliverable that doesn't move a metric isn't good design.
04
Generalism is the edge
Design, strategy, business, and development. I work across all of them because real problems don't stay in one lane. The best solutions emerge at the intersections.