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.
Hi, I'm Joel. I
behind products people trust.
Traffic was landing and bouncing. A mobile-first rebuild around a live AI demo and proof from real peers turned those visits into booked demos, up 200–300%.
“The detail that he went to on every single part of the website was phenomenal, and it’s become a really, really great sales funnel for us.”
Most meetings hear from three people. Hivemind lets the whole room answer out loud at once, then plays its thinking back as the agenda for the rest of the meeting. Taken from research to a working prototype, solo.
The people you love can reach you mid-match: a small message at the edge of the game, answered with one key. Taken from a name and a logo to a finished product, solo.
I’m Joel, a UX 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.
I start with the people: interviews, usage data and flows, then prototype until the problem is clear. Hivemind went from research to this working prototype.
High-fidelity UI where every state and transition is designed: the part people actually feel. The Wildeye mobile dashboard, and a live conversation in Comms.
One token system, from Figma through Storybook to the Vue 3 and React Native components in production, so web and mobile never drift apart.
Claude Code reads Figma over MCP and builds to the rules in CLAUDE.md. I sign off the plan before it writes and the preview before it merges.
Four years, three teams. Founding designer at a 100,000-user IoT platform, freelance for an AI startup, and the internship that started it.
User Experience Designer
Wildeye Monitoring
CurrentJan 2023 – PresentFull-time · Auckland, NZ
- Founding designer at a 100,000-user IoT monitoring platform, turning live data from water flow to vaccine fridges into graphs, alerts, reports and billing, with three engineers, a tester and the CTO
- Built the design system from the ground up: 225 tokens and 129 components, documented in Storybook and shared by the Vue 3 web app and the React Native mobile app. All new UI is built on it
- Moved the system’s source of truth from Figma to code and committed components to production myself. Taking out the handoff cut UI delivery from months to one week
- Brought AI-assisted design-to-code into the company: Claude Code agents read Figma over MCP, build against the system’s CLAUDE.md rules and run accessibility checks before review
- Designed a graph editor and a compliance map in workshops with stakeholders and resellers. They helped turn a California pilot into a 500+ site deployment at Arvin-Edison Water Storage District
- Led the rebrand and built the new marketing website solo in a month. As the only designer, I also cover 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
