Profile
I’m a designer with a passion
for creating engaging digital experiences—whether it’s an app, website, or any other interface.
Before digital products, I spent a number of years designing corporate brand identities and art directing national advertising campaigns.
In my spare time, I write a newsletter with links to cool things I find online and enjoy experimenting with front-end code.
Sometimes I even make it outside, too.
Press
Awards
This website
I designed this website in Figma using the fonts Monument Extended and Inter, and then coded it in VS Code using Next.js, Tailwind CSS, Lottie, and Framer Motion.
Career
My career began in corporate identity, where I designed logos, print ads, billboards, websites, posters (and more) as part of various brand campaigns and pitch proposals.
From there, I transitioned into advertising as an art director on local and national ad campaigns for brands like McDonald’s, Fairmont Hotels, and Gap, among many others. During that time, I gained experience working on television commercials; food, fashion, and product photo shoots; billboard, transit, and online ads; digital and experiential campaigns; and more than my fair share of client pitches.
While working in advertising, a coworker and I created an iOS app (as a side project) and managed to secure a $50,000 grant to fund our development. This got me hooked on product design, even though I didn’t know the full range of the field at the time.
I later decided to leave advertising and join a technology start-up (Picniic) as one of the first employees. To date, it has been one of the most impactful choices I’ve made, allowing me to further hone my skill set in product design, design systems, front-end development, icon design, pitch decks, branding, copywriting, and more.
Director of Design
Picniic
2016–2020
Senior Creative
Will
2015–2016
Co-Founder, Director
Super Value Meal
2015–2018
Art Director
Cossette
2011–2015
Brand experience
Food and beverage
McDonald’s, Planet Organic, Nature’s Path, FuudRetail and apparel
Gap, Mark’s, Ivivva, Woodgrove Shopping CentreHospitality
Fairmont Hotels, The Josie HotelNon-profit and charity
E-Comm 911, Ronald McDonald House BC and Yukon, Arts Umbrella, KEYEntertainment and attractions
Adult Swim, STORYHIVE, VanDusen Botanical Garden, Vancouver Art GalleryMedia and telecommunications
Telenor, TELUS, Bell MediaEducation
Rosetta Stone, The University of British Columbia, Royal Roads University, UBC Sauder School of Business, Wilson School of DesignGovernment and municipal
The British Columbia Lottery Corporation, TReO, City of SurreyReal estate and construction
Onni, Rennie, TerceraEnergy and mining
Ostara, TasekoHealthcare
Doctors of British ColumbiaEvent planning
WildfirePicniic
Picniic
Stay organized and connected with everyone you love, all within one app, instead of 12.
What can you expect?
This covers my work on a multi-platform consumer
(and enterprise) app over the course of four-plus years.
How did I contribute?
As the sole product designer on the team, I created every visual and interface below.
In addition to that, I helped plan and develop all product functionality; collaborated with the engineering team on implementation; acted as the front-end developer for our web presence; and crafted all our external marketing materials and pitch decks.
The problem
Organizing a busy family is not an easy task.
For most families, it’s incredibly difficult to set up shared calendars, to-do and shopping lists, meal plans (and more), let alone be able to manage everything on a daily basis.
command centre
multiple apps
all over the house
and notifications
The solution
One (super) app with everything a family needs.
Like the digital fridge door of the future, Picniic becomes the catch-all meeting place for busy families.
It combines 10+ tools into one easy-to-use dashboard, all within one app. Every feature has been distilled to its essentials—offering just what a family needs (and nothing more) so that they can spend more time with the ones they love and less time organizing daily life.
A quick
overview.
Note: Animation for this video was completed by a third-party studio, with concept and creative direction provided from my end to match our brand.
The brand
Where it all started. My first task upon joining the team was to create the entire look and feel—from the ground up.
Logo
Given the product name, it would have been a missed opportunity to not leverage existing, familiar symbols for the word “picnic.”
But more than that: picnic tables are a universal metaphor for a family gathering place, which is exactly the purpose of this product.
The hidden “P” is just a bonus.
App icon
Using a gingham pattern for added texture.
Colour palette
A bright and uplifting set of colours—each with a specific purpose—to set the product apart from typical productivity software.
Brand colours
A core palette for any shared or global app functionality.
Picniic Light
#49D174Picniic Medium
#3EB363Picniic Dark
#369955Dashboard Light
#EEEEF3Dashboard Dark
#A2A2A6Feature colours
More than just window dressing, colour is used to represent functionality so that users create visual connections from feature to feature.
Events
Appointments, schedules
#FD7160
Tasks
Lists, chores, reminders
#29CCCF
Food
Meal planning, recipes
#FAA946
Info
Document storage, health and insurance
#A584DC
Groups
Group events, chats
#5B87D9
Icon system
Every icon has been hand-crafted for a consistent and approachable tone.
Feature icons
32x32 grid
Action icons
24x24 grid
'Last call' notifications
Illustrations
To keep things light and digestible, illustrations are used to support various app features.
Pet onboarding
Auto-share location
Smart home integrations
Activating rewards(Click me)
List empty state
Design system
A cross-platform library of Figma components acts as the source of truth across all app features.
Onboarding
From the short account setup to the Quick Start guide, the aim was to make it as easy as possible to get a family up and running.
To keep things simple, each screen in the shared account setup focuses on one task.
Quick Start
As a way of demonstrating all that you can do with Picniic, we created a guide that helps families enter new data as easily as possible.
This is presented as a separate tool (after account onboarding) that families can complete when they have the time.
It walks new families through everything from calendar syncing, to reminders for garbage pickup, upcoming bills, importing lists, car and medical insurance renewals, family birthdays, and more.
The features
Like 10+ apps within one dashboard, every feature has been distilled to its essentials for a consistent user experience.
Calendar
Get a bird’s-eye view of everyone’s schedule.
Sync or import all your events.
Tag family members to include them in individual events, to-dos, and lists.
Tag family members in your events.
To-Do
Collaborate on your to-do lists.
Shared lists keep everyone in the loop.
Shopping
Smart auto-complete for list items and aisles.
Shopping Mode
Activate it on any shopping list to notify your entire family and keep the screen awake.
Avoid the “Where are you?” messages with a check-in on the family map.
Locator
Tap the SOS button to alert your family that you need help.
Family Places
Get automatic notifications when family members arrive or leave your shared places.
Recipes
Discover and save recipes for all your family favourites.
Use your recipes to plan weekly meals.
Meals
Files
One place for all your family files.
(No more Post-it notes around the house.)
Manage screen time and filter unwanted content across all your family devices.
Protect
Smart
in and out
of the home.
And so
much more.
Events
Track all your birthdays and anniversaries.
Activity
Combining family activity updates with group chat.
Photos
Store your family photo and video memories.
Circles
Plan events with other families and friends.
What people are saying:
App Store
App of the Day ✗2
The 50 Best Apps
of the Year
“Picniic is a sort of Swiss Army Knife for keeping your family organized.”Top Apps of 2019
↗
App Store
Editorial features ✗4
From a consumer app to an enterprise solution.
After hearing from enterprise companies that wanted to consolidate their own digital services, we adapted Picniic and its codebase into a modular ‘super app’ platform.
From smart home systems, to medical services, to on-demand entertainment, to IoT devices—the concept of a super app (like Picniic) can apply to any industry.
Telenor
Min Familie
As the first and largest of our enterprise clients, Telenor telecommunications (annual revenue $110B+) offered a localized version of Picniic for free to all their Scandinavian customers.
It added Telenor account profiles, national postal service tools, a custom recipe API, and grocery delivery.
Admin tool
This new modular Picniic platform was paired with a custom web admin tool, allowing clients to completely customize, deploy, and monitor the analytics of their own super app in near real-time.
