About
I design SaaS products and run the experiments that prove they work.
Eight years across SaaS and fintech. Four of them at Sendible, designing the website experiments that moved trial conversion, and the state model behind a rebuild of the product’s reporting.
I work where product design meets experimentation: discovery and research, information architecture, interaction and interface design, and the A/B testing that decides whether any of it worked. The through line across my work is a preference for evidence over instinct — and a willingness to be told, by the data, that I was wrong.
I like data more than I like opinions.
I built the scoring framework we used to rank experiments. Its confidence scale defines level 1 as “opinion, including leadership’s” — which meant disagreements became about evidence rather than seniority.
I write the process, not just the screens.
I authored the growth-driven design process my team worked to, covering discovery through launch and post-launch review. It outlived every individual project it was written for.
I’d rather run the test than win the argument.
Some of my favourite work is the experiments that didn’t go my way — a demo page where both of my designs lost to the one I’d replaced, and a homepage test that produced no winner and a better question instead.
Currently available for remote product design roles, from Lagos, Nigeria.