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.
Sometimes I even make it outside, too.
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, despite not fully knowing what it was 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
Super Value Meal
Food and beverageMcDonald’s, Planet Organic, Nature’s Path, Fuud
Retail and apparelGap, Mark’s, Ivivva, Woodgrove Shopping Centre
HospitalityFairmont Hotels, The Josie Hotel
Non-profit and charityE-Comm 911, Ronald McDonald House BC and Yukon, Arts Umbrella, KEY
Entertainment and attractionsAdult Swim, STORYHIVE, VanDusen Botanical Garden, Vancouver Art Gallery
Media and telecommunicationsTelenor, TELUS, Bell Media
EducationRosetta Stone, The University of British Columbia, Royal Roads University, UBC Sauder School of Business, Wilson School of Design
Government and municipalThe British Columbia Lottery Corporation, TReO, City of Surrey
Real estate and constructionOnni, Rennie, Tercera
Energy and miningOstara, Taseko
HealthcareDoctors of British Columbia
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.
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.
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.
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.
Where it all started. My first task upon joining the team was to create the entire look and feel—from the ground up.
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.
A bright and uplifting set of colours—each with a specific purpose—to set the product apart from typical productivity software.
A core palette for any shared or global app functionality.
More than just window dressing, colour is used to represent functionality so that users create visual connections from feature to feature.
Lists, chores, reminders
Meal planning, recipes
Document storage, health and insurance
Group events, chats
Every icon has been hand-crafted for a consistent and approachable tone.
'Last call' notifications
To keep things light and digestible, illustrations are used to support various app features.
Smart home integrations
Activating rewards(Click me)
List empty state
A cross-platform library of Figma components acts as the source of truth across all app features.
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.
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.
Like 10+ apps within one dashboard, every feature has been distilled to its essentials for a consistent user experience.
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.
Collaborate on your to-do lists.
Shared lists keep everyone in the loop.
Smart auto-complete for list items and aisles.
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.
Tap the SOS button to alert your family that you need help.
Get automatic notifications when family members arrive or leave your shared places.
Discover and save recipes for all your family favourites.
Use your recipes to plan weekly meals.
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.
in and out
of the home.
Track all your birthdays and anniversaries.
Combining family activity updates with group chat.
Store your family photo and video memories.
Plan events with other families and friends.
What people are saying:
App of the Day ✗2
Top Apps of 2019
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.
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.
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.