Co-founding a smarter way to track team performance.
A performance management platform for managers that's simple, actionable, and genuinely motivating. Wore multiple hats as creative co-founder, and supported end-to-end in design and business; from UX/UI, marketing, go-to-market and more. While being mentored on my craft, I dived into applying AI tools and agents, for research, engagement, automations and multi-task management.
Mobile App
Between brainstorming, flow testing, and collaboration with engineers, I guided design decisions by representing the employee’s perspective. I also co-designed the product with my co-founder using a shared design system.
Web App
Although Justscore began as a web app, we differentiated its purpose from mobile by making it a manager’s full command centre. We adapted the design system and branding elements for consistency.
Branding & Illustration Collaboration
After translating JustScore’s brand substance into identity, we collaborated closely with an Italian freelance illustrator to develop characters that softened the intensity of a high-performance product, through friendliness and relatability.
Marketing
All product learnings were translated into a clear marketing narrative, helping us build our PLG-focused website and first acquisition funnel. Apart from co-designing the website, I led UX writing, simplified messaging across ICP-specific pages, and created brand-consistent AI-generated visuals.
Rebuilding the Workspace Experience from Behind the Desk.
As a former receptionist, I saw how clunky internal tools eroded both team productivity and especially the member experience.
I designed a unified workspace app that replaced several platforms within a single system. Conducting ethnographic research and receiving direct feedback from members in the space, I transformed everyday operational pain points into a scalable, branded product that improved efficiency, member satisfaction, and revenue potential.
Mobile App Design
To bridge physical and digital experiences, I applied the app’s colour system to the office space, reinforcing visual cues that help users navigate the product more intuitively.
A Self-Initiated Ethical Brand Focused on Intentional Buying Experience.
This project became a playground to explore how sustainability and luxury can look like when treated as one cohesive system. Including how branding, UX and product storytelling can work together to shape trust and buying behaviour in a crowded wellness market. The outcome was an e-commerce experience that felt calm, premium and intentional, while still making ideas like sustainability, materials and ethical production easy to understand for everyday customers.
