Case Studies

Work that mattered.

A selection of projects across fintech, insurance, enterprise software and more. Each one chosen because it involved real constraints, real collaboration, and decisions worth documenting.

NDA & Private Work
Enterprise SaaS · Desktop

Redesigning a Contact Center That Served Two Million Customers

Legacy contact center redesign for agents handling two million customer interactions daily.

Outcome 35% reduction in support ticket volume in the first quarter after launch
Fintech · Mobile App · 2015–2018

MyCash Online

Solo design and frontend work for a financial app serving unbanked migrant workers in Malaysia. 1M active users in three months. Seedstars World Award winner.

Outcome 1M+ active users in Malaysia within three months of launch
Fintech · Mobile App · 2025

Building a Financial Platform From a Business Idea and Nothing Else

Brand identity and mobile app design for an employee financial services platform, built from zero.

Outcome In development screens validated with real users before a line of code was written
Branding · Web · 2023

The Security Company That Had Tried Multiple Redesigns. This One Worked.

Website redesign for an SSAIB-certified Edinburgh security firm — from credibility problem to 40% higher conversion rate.

Outcome 40% higher conversion rate from visitor to lead within three months of launch
Fintech · Mobile App · 2016 — ongoing

Three Apps, One Platform, Four Million Ringgit a Month

Consolidated three separate financial apps into one multilingual super app for migrant workers in Malaysia.

Outcome 60% reduction in time to ship new features after consolidation to a single codebase
Insurtech · Web Platform · 2017 — ongoing

Making Insurance Feel Like Something People Actually Want to Use

Seven years leading UX on Bangladesh's first digital insurance platform — turned abandonment into adoption across life, health, auto, and travel.

Outcome 40%+ increase in EMI adoption after the calculator was surfaced earlier in the purchase flow
Fintech · Mobile Web · 2017

Designing Financial Access for People That Fintech Forgot

Mobile web financial services for Bangladeshi migrant workers in Malaysia — no app, no barriers, real results.

Outcome 32% increase in service adoption, including first-time digital financial service users
Cybersecurity · Enterprise SaaS · 2025 — ongoing

Evolving a Security Platform I Had Already Spent Ten Years Building

Major UX evolution of a cybersecurity platform after a decade of accumulated complexity — mobile-first, role-based, built for scale.

Outcome In development role-based interfaces replacing a single one-size-fits-none experience
Web · Self-Service Platform · 2023

Redesigning an ISP Website When 75% of Visitors Were Already Customers

Full redesign of Bangladesh's largest ISP website — turned a support burden into a self-service platform serving 500,000+ customers.

Outcome 35% reduction in support tickets as users completed tasks independently after launch
Enterprise SaaS · Desktop · 2022

Redesigning a Contact Center That Served Two Million Customers

Legacy contact center redesign for agents handling two million customer interactions daily.

Outcome 35% reduction in support ticket volume in the first quarter after launch
Branding · Web · 2016

Taking a 23-Year Roofing Business From Zero Online Presence to Number One in Google

Full brand and web build for a long-standing Edinburgh roofing contractor — from nothing online to number one in local search.

Outcome #1 Google ranking for roofing services in Edinburgh within months of launch
Insurtech · Web & Mobile · 2017–Present

Carnival Assure

Designing Bangladesh's first insurance aggregator from scratch, with no local benchmarks and an audience that needed educating before they could be converted.

Outcome 40%+ increase in EMI adoption after real-time calculator was introduced

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