Design system
A rebrand gave me the excuse to rebuild product quality from the inside out. One token system now ships both Vue 3 and React Native, so UI that used to take months lands in about a week.
Open Wildeye
Hi, I'm Joel. I
behind products people trust.
I’m Joel, a product designer with four years of UI and web design behind me. At Wildeye I rebranded a live monitoring platform, built its design system, and shipped the front-end myself. Every screen gets the same test: light, obvious, and fast.
I work end to end. From the first user interview to the component running in production.
Product & UXShaping the problem before shaping the screen.
- Discovery & user interviews
- Flows, IA and wireframing
- Prototyping & usability testing
- Problem shaping & trade-offs
UI & visual craftThe part people actually feel.
- High-fidelity UI in Figma
- Interaction & micro-detail
- Motion and polish
- Taste: simplify, emphasise, remove
Design systems & frontendOne token system, shipped in two frameworks — by me.
- Tokens & theming
- Storybook component libraries
- Vue 3 + React Native, adoption
- React / Next.js, TypeScript & Tailwind
- Shipping real production UI
AI-native workflowAutomating the mechanical parts so the craft gets the time.
- Claude Code & Claude Design
- Figma Make + MCPs
- Automating the mechanical parts
- Calm, coherent product
Four years, three teams. Founding designer at a 100,000-user IoT platform, freelance for an AI startup, and the internship that started it.
Product Designer
Wildeye Monitoring
CurrentJan 2023 – PresentFull-time · Auckland, NZ
- Founding designer at a 100,000-user IoT monitoring platform. I own the design system, the brand and the front-end code that ships, working alongside two engineers, one senior and one mid-weight
- Built the design system from the Figma library and tokens through Storybook to the Vue 3 and React Native components running in production. Design goes into the repo without a handoff step, which took UI delivery from months to weeks and keeps web and mobile from drifting apart
- Brought AI-assisted design-to-code into the company. It started as ad-hoc ChatGPT prompting and is now a multi-subagent Claude Code setup that reads Figma over MCP, with the design system documented as CLAUDE.md so the team and the agents work from one source
- Rebuilt alarms, the most critical feature in the product and the source of 31% of support tickets. Fifteen moderated sessions and six months of usage data turned up something nobody had spotted: 23% of alarms had no recipients and were failing silently. Setup went from 3:48 to under a minute, and six parallel components became one
- As the only designer, I also handle marketing collateral, content design and print
Design SystemsUser ResearchFigmaStorybookVue 3React NativeClaude Code
Product Designer (Freelance)
Aeva AI
Sep – Dec 2025Contract · Remote
- Rebuilt the marketing site for an AI receptionist startup (1,300+ practitioners, 140,000+ calls handled): research, brand, design system and front-end
- Research was 15 interviews across the founder, current users and churned prospects, plus a 90-day audit of GA4, Hotjar and Ads. 73% of traffic was mobile, on a site that wasn’t responsive
- Shipped the front-end into their repository myself, in pull requests small enough to actually review
- Demo bookings rose 200–300% after launch, but a paid campaign was running at the same time. Isolating organic and direct traffic, they still climbed around 140%. Thirty days after launch, 78% said setup felt clearer (n=43)
Web DesignUser ResearchReactConversion
UX/UI Intern
Lowner
Feb 2022 – Aug 2022Internship · Auckland, NZ
- Designed and prototyped a mobile-first property management platform, running the user interviews that shaped the MVP
Mobile DesignUser ResearchPrototypingFigma
Education
Mar 2020 – Oct 2022
University of Waikato
Bachelor of Design – Interface Design
My toolkit
Figma
Visual Studio Code
Storybook
Datadog
Augment
Claude
