Every project, product UI, marketing sites, Webflow builds, brand marks and illustration.
Launchpad · LanderLab home screen
Product design · IA · 2024
A calm home screen that greets the user and gets them building in one click.
What I did
The old home screen opened on an empty table and asked people to work out what to do next. I turned it into a launchpad: a greeting, one obvious primary action, and three ways into a first page.
How it went
AuditReplayed 40 Clarity sessions of first-time users and logged every dead end on the old home screen.
IACut the navigation from 14 items to 8 and grouped the rest under analytics and settings.
DesignBuilt the greeting, the primary build action and the three entry cards against the design system.
ShipHanded off with states for empty, loading and returning users; measured drop-off again after launch.
LanderLab.io · marketing site
Web design · Webflow build · 2024
Hero and product story for the AI-powered funnel builder, built in Webflow.
What I did
The product story for an AI funnel builder, designed and then built in Webflow. The hero had to show the product working within one screen rather than describing it.
How it went
PositioningWorked with marketing to pin the one sentence the hero had to land.
WireframesBlocked out the page in grey so the section order could be argued before any visuals.
DesignBuilt the hero composite, the feature story and the proof sections in Figma.
BuildDeveloped it in Webflow with CMS-driven sections and scroll interactions, the full page is what you are scrolling through here.
Blank Canvas · generate with AI
Product design · AI UX · 2024
The empty canvas invites a prompt or a drag-and-drop section.
What I did
The editor's empty state is the moment people decide whether the tool is for them. I made the canvas ask for a prompt instead of showing an empty grid.
How it went
ProblemNew users opened the editor and closed it, nothing told them where to start.
ConceptTested a prompt-first empty state against a template-first one with eight users.
DesignDesigned the prompt field, the drag-and-drop fallback and the generating state.
HandoffSpecified every transition from prompt to first rendered section.
Copilot · AI chat assistant
Product design · AI UX · 2024
Light and dark chat surfaces with model picker and file attachments.
What I did
A chat surface that sits inside the builder in both light and dark, with a model picker and file attachments. The hard part was making a chat feel like a tool rather than a toy.
How it went
ResearchesRead 200 support tickets to find what people actually wanted to ask the product.
StructureSet the message, tool-call and error patterns before styling anything.
DesignBuilt light and dark surfaces, the composer, attachments and the model picker.
SystemFolded the components back into the design system so other teams could reuse them.
Tiers · subscription plans
Product design · Conversion · 2024
Four tiers, monthly/yearly toggle and a feature matrix that stays scannable.
What I did
Four plans, a monthly/yearly toggle and a feature matrix that stays readable when it grows. I designed for the person comparing, not the person already sold.
How it went
AuditMapped every feature to a plan and cut the ones nobody could explain.
StructureChose a card-plus-matrix layout so scanning and comparing both work.
DesignBuilt the cards, the billing toggle and the sticky matrix header.
TestRan a five-second test to check the recommended plan read first.
Coin Packs · one-time AI credits
Product design · Illustration · 2024
Buying AI credits as playful coin bundles instead of a spreadsheet.
What I did
Buying AI credits used to look like a spreadsheet row. I redrew the packs as coin bundles so the size difference is visible before you read a number.
How it went
ConceptSketched credits as physical quantity rather than an abstract number.
IllustrationModelled and rendered the coin bundles at four pack sizes.
DesignBuilt the purchase cards, the selected state and the checkout step.
ShipExported the renders at 2x and specified the hover and purchase animation.
Flow Analytics · funnel performance
Product design · Data viz · 2024
Visits, unique visitors, completions and session time per landing page.
What I did
Visits, unique visitors, completions and session time per landing page. The table had to stay useful at 5 rows and at 500.
How it went
ResearchSat with three affiliate marketers to see which numbers they check daily.
StructurePicked the four metrics that earn a column and moved the rest behind a detail view.
DesignBuilt the table, the sparkline treatment and the empty and loading states.
HandoffDocumented sort, filter, pagination and the density rules.
Lead Quality · source breakdown
Product design · Data viz · 2024
Donut charts and AI insights for lead quality and sources.
What I did
Donut charts and written insight for lead quality and where leads come from. The insight text does the interpreting so the chart does not have to.
How it went
QuestionStarted from the question people actually ask: which source is worth more?
ChartsChose donut plus ranked list over a stacked bar after testing both on real data.
DesignBuilt the chart cards, the legend behaviour and the generated insight block.
Edge casesDesigned for one source, for no data and for a long tail of twenty.
Rich Content · editor page
Product design · 2024
Rich-text editing with inline imagery and a promo block.
What I did
Rich-text editing with inline imagery and a promotional block, inside the page builder. Editing had to feel direct without hiding the controls.
How it went
AuditListed every formatting control and cut the ones under 1% use.
PatternSettled on a floating toolbar that appears on selection.
DesignBuilt the text styles, the inline image treatment and the promo block.
HandoffSpecified selection, focus and drag states for the developers.
First Five Minutes · onboarding checklist
Product design · Activation · 2024
Four steps from first page to first integration, with progress.
What I did
Four steps from signing up to a first integration, with visible progress. It is the activation path, so every step had to be genuinely skippable.
How it went
DataFound the four actions that correlated with people still being active in week two.
StructureOrdered them by effort, not by how the product is built.
DesignBuilt the checklist, the progress state and the dismissed state.
MeasureTracked completion per step to see which one people abandon.
Trophy Case · achievement badges
Illustration · Gamification · 2024
Gamified badges, Publisher King, DNS Wizard, Integration Master…
What I did
A set of 3D badges, Publisher King, DNS Wizard, Integration Master, awarded for real product milestones rather than for logging in.
How it went
NamingWrote the badge names with the product team so each maps to a real milestone.
IllustrationModelled and rendered each badge on a shared lighting setup.
DesignBuilt the locked, unlocked and just-earned states.
ExportDelivered 2x renders plus a sprite for the grid view.
Exit Interview · cancellation flow
Product design · Retention · 2024
A respectful exit survey that surfaces what would make people stay.
What I did
A cancellation flow that asks an honest question instead of burying the button. It surfaces what would have kept someone without holding them hostage.
How it went
PrincipleAgreed with the team that cancelling stays one click away throughout.
ResearchGrouped six months of cancellation emails into five real reasons.
DesignBuilt the reason picker, the conditional offer and the confirmation.
ResultThe written reasons started feeding the roadmap review.
Credit Ledger · AI usage
Product design · 2024
Usage breakdown per action and a clear top-up path.
What I did
A breakdown of what each AI action costs and a clear path to top up. People were surprised by their balance, so the screen shows where it went.
How it went
ProblemSupport kept fielding "where did my credits go" tickets.
StructureGrouped spend by action type rather than by timestamp.
DesignBuilt the usage list, the balance header and the top-up entry point.
ShipSpecified the low-balance warning threshold and its states.
Model Switch · speed vs accuracy
Component design · AI UX · 2024
Speed vs. accuracy trade-offs explained in one dropdown.
What I did
One dropdown that explains a trade-off most people do not want to learn. Each model is described by what it costs you, not by its name.
How it went
CopyWrote each option as a trade-off in plain words before designing anything.
DesignBuilt the trigger, the option rows and the credit cost per model.
SystemShipped it as a reusable component for the chat and the builder.
Webhook Setup · integration modal
Product design · 2024
Field mapping and payload settings without leaving the modal.
What I did
Field mapping and payload settings without leaving the modal. A developer task presented so a marketer can finish it.
How it went
AuditWalked the existing four-page setup and timed how long it took.
StructureCollapsed it to one modal with a test step at the end.
DesignBuilt the field mapping rows, the payload preview and the test result.
HandoffDocumented validation and every failure message.
Bonus Drop · rewards popup
Product design · Motion · 2024
A celebratory moment when free credits land.
What I did
The moment free credits land. Short, celebratory, and it does not block whatever the person was doing.
How it went
ConceptDefined which events deserve a celebration and which just need a toast.
DesignBuilt the popup, the confetti moment and the dismissed state.
MotionSpecified the timing so it reads in under a second.
Reward Shelf · side panel
Product design · 2024
Every reward, its state and its unlock date in one side panel.
What I did
Every reward, its state and its unlock date in one panel, so the celebration has somewhere to live afterwards.
How it went
StructureSplit rewards into earned, available and locked.
DesignBuilt the drawer, the reward rows and the progress indicators.
HandoffSpecified the drawer transition and the scroll behaviour.
Daybreak · dashboard artwork study
Exploration · Art direction · 2024
Exploring artwork backdrops for a warmer first impression.
What I did
An exploration of artwork backdrops for the home screen, testing how much personality a work tool can carry before it gets in the way.
How it went
ExplorationProduced four backdrop directions from flat to photographic.
TestPut them in front of the team against the legibility of the content on top.
DirectionKept the softest option and set rules for contrast behind text.
Prompt First · dashboard direction
Product design · AI UX · 2025
Prompt-first dashboard direction for LanderLab.
What I did
A direction where the dashboard opens with a prompt instead of a page list, the product asking what you want rather than showing what you have.
How it went
PremiseAsked what the home screen would be if the product were AI-first from the start.
DesignBuilt the prompt hero, the quick starts and the recent work below.
ReviewPresented it as the direction for the next major release.
Composer · AI chat input
Component design · 2025
The smallest component with the biggest job.
What I did
The smallest component with the biggest job, in light and dark. Attachments, model, send state and character limits all live in one bar.
How it went
InventoryListed every state: empty, typing, attaching, generating, error, limit.
DesignBuilt all of them in both themes at three widths.
SystemPublished it as a single component with documented props.
TheOptimizer Copilot · campaign assistant
Product design · AI UX · 2025
Campaign automation with a conversational co-pilot.
What I did
Campaign automation with a conversational co-pilot, for media buyers who already have a rules engine and do not want a second one.
How it went
ContextLearned the existing rules engine so the assistant could complement it.
StructureDecided what the assistant proposes versus what it executes.
DesignBuilt the conversation, the proposed-change cards and the confirm step.
SafetyDesigned the undo path for every automated action.
Pocket Trophy · mobile achievement
Mobile design · 2025
The reward moment, sized for a phone.
What I did
The reward moment sized for a phone, where the badge has to read at a third of the size and still feel earned.
How it went
ConstraintStarted from the smallest viewport instead of scaling the desktop version down.
DesignRebuilt the badge composition and the sheet for one thumb.
HandoffDelivered the sheet states and the safe-area rules.
Plan Usage · limits modal
Product design · 2024
What you have, what you used, what happens next.
What I did
What you have, what you used and what happens when you run out, the three things people open a usage modal to find.
How it went
QuestionWrote the three questions the modal must answer in order.
DesignBuilt the usage bars, the overage warning and the upgrade path.
Edge casesDesigned the over-limit state so it informs rather than scolds.
Plug In · integrations section
Web design · Illustration · 2024
Website section for LanderLab's integration ecosystem.
What I did
A website section for the integration ecosystem, showing breadth without turning into a wall of logos.
How it went
ConceptChose an orbiting arrangement over a logo grid to suggest connection.
IllustrationBuilt the composition and the connector treatment.
BuildSpecified the animation and the responsive fallback.
Horizon · footer illustration
Illustration · Art direction · 2024
A cinematic footer for a performance-marketing brand.
What I did
A cinematic desert scene built to sit behind a site footer, so the last screen of the page is somewhere to land rather than a sitemap dump. The artwork had to hold a five-column link grid without fighting it.
How it went
DirectionPitched the footer as the closing frame of the page rather than its dumping ground.
IllustrationBuilt the scene, horizon line, light and depth, with the link grid blocked out on top from the start.
ContrastTuned the sky gradient until small grey links stayed readable across the whole width.
DeliveryExported the layers so the parallax could move the foreground independently.
TheOptimizer.io · WordPress to Webflow
Web design · Webflow migration · 2025
AI-powered ad automation platform for performance marketers, affiliates and agencies.
What I did
A full migration off WordPress onto Webflow for an ad automation platform serving performance marketers, affiliates and agencies. Everything editorial runs on CMS collections, so the marketing team ships without me.
How it went
AuditInventoried every WordPress page, post and custom field, and cut what no longer earned its place.
StructureModelled the CMS collections, blog, integrations, use cases, changelog, before designing a single page.
DesignDesigned the page system: one spine with audience-specific proof rather than three parallel sites.
MigrationRebuilt in Webflow, imported the content, mapped every old URL to a 301 so nothing lost its ranking.
HandoverTrained the marketing team on the collections and left them publishing on their own.
TheOptimizer · first redesign
Web design · Webflow build · 2023
The first redesign pass before the current site.
What I did
The redesign that preceded the current site. Useful as a record of what we learned before the second pass.
How it went
BriefModernise the site without changing the positioning.
DesignRebuilt the page structure and the visual language.
LearningLogged what underperformed, which set the brief for the next version.
AdPlexity · WordPress to Webflow
Web design · Webflow migration · 2024
Competitive intelligence platform for digital advertisers.
What I did
A competitive intelligence platform moved off WordPress and rebuilt in Webflow with full CMS. The product is a search index, so the hero had to make the data tangible instead of describing the category.
How it went
AuditCatalogued the WordPress build, plugins, page templates, post types, and what each was actually doing.
StructureDesigned CMS collections for the products, verticals and blog so pages stop being hand-built.
DesignRebuilt the hero around a real result and the search that produced it.
MigrationDeveloped it in Webflow, moved the content across and redirected the old URLs.
HandoverLeft the team a CMS they can extend without touching the layout.
ClickFlare.com · WordPress to Webflow
Web design · Webflow migration · 2025
Server-side ad tracking and attribution for performance marketers.
What I did
Server-side ad tracking and attribution, migrated from WordPress to Webflow. The hard part was making a data-infrastructure product legible to a media buyer in one screen, then making every section CMS-driven so it keeps up with the roadmap.
How it went
AuditWent through the WordPress site page by page and mapped what had to survive the move.
StructureBuilt the CMS collections, features, integrations, comparisons, blog, around how the product actually ships.
DesignDesigned the page system: the tracking story first, the numbers as proof, the copilot last.
MigrationRebuilt it in Webflow, imported the posts and 301-redirected every old path.
HandoverHanded marketing a site they update from collections rather than from tickets.
AdPlexity · product page
Web design · 2023
Feature storytelling for ad intelligence.
What I did
Feature storytelling for ad intelligence, one capability per section, each anchored to a real screen.
How it went
StructureOrdered the features by how early a buyer asks about them.
DesignBuilt the alternating feature sections and the screen treatment.
Le Petit Chef · experience landing page
Web design · Webflow build · 2023
Immersive dining experience landing page.
What I did
A landing page for an immersive dining experience. The product is theatre, so the page had to carry atmosphere and still sell a ticket.
How it went
DirectionLed with the film and let the copy support it rather than compete.
DesignBuilt the page around video with a persistent booking action.
BuildDeveloped it in Webflow with a poster fallback on slow connections.
ClickFlare · pricing page
Web design · Webflow build · 2024
Pricing page for the ad-tracking platform.
What I did
A pricing page for an ad-tracking platform priced by events, where the number people care about is not the monthly fee.
How it went
ModelWorked out how to present event-based pricing without a calculator.
DesignBuilt the plan cards, the event slider and the comparison table.
BuildDeveloped it in Webflow with the toggle logic.
Kalemi Travel · agency site
Web design · Webflow build · 2022
Travel agency website with tour discovery.
What I did
A travel agency site built around tour discovery, where browsing has to feel like planning rather than searching a database.
How it went
IAStructured tours by destination, season and duration.
DesignBuilt the discovery grid, the tour page and the enquiry flow.
BuildDeveloped it in Webflow with a CMS for the tours.
Sovereign AI · product landing page
Web design · Webflow build · 2025
Landing page for an AI product.
What I did
A landing page for an AI product, written for buyers who are past the novelty and want to know what it replaces.
How it went
PositioningAnchored the page on cost saved rather than on the technology.
DesignBuilt the hero, the automation story and the proof sections.
BuildDeveloped it in Webflow.
Shehu Construction · corporate site
Web design · Webflow build · 2022
Corporate site for a construction company.
What I did
A corporate site for a construction company, where the portfolio of finished work is the whole argument.
How it went
ContentRan the photo selection so the project archive could carry the site.
DesignBuilt the project grid, the project page and the company sections.
BuildDeveloped it in Webflow with a CMS for projects.
The Editor · long-form product page
Web design · Webflow build · 2024
Long-form product page for the editor.
What I did
A long product page for the page builder itself, which has to demonstrate an editor using nothing but a scrolling page.
How it went
ConceptChose scroll-triggered demonstration over a video.
DesignBuilt each capability as its own scene with a real screen.
BuildDeveloped it in Webflow with scroll interactions.
LanderLab · shipped marketing site
Web design · Webflow build · 2025
The shipped marketing site.
What I did
The version that shipped, after the positioning settled and the product had its AI story straight.
How it went
RevisionRewrote the page against the new positioning.
DesignRebuilt the hero and the feature order.
BuildRebuilt it in Webflow and handed over the CMS to marketing.
AEXH · construction brand identity
Brand identity · 2022
Wordmark, signage and workwear for a construction brand.
What I did
A wordmark and applied identity for a construction company: signage, workwear and vehicle livery, designed to survive being printed badly.
How it went
ResearchLooked at how the mark would appear on site before designing it.
MarkDrew the wordmark for legibility at distance and in one colour.
ApplicationApplied it to signage, workwear and vehicles.
GuidelinesDelivered a short usage sheet covering spacing and minimum size.
Starfish · app icon
Icon design · Illustration · 2023
A friendly mascot icon, from sketch to home screen.
What I did
A mascot app icon taken from sketch to home screen, tested at the size it actually gets seen.
How it went
SketchDrew twelve directions and judged them at 60px.
RefineTook two forward and resolved the silhouette.
DeliverProduced the full icon set for both platforms.
The Orb · AI brand asset
Illustration · Brand asset · 2024
The glowing sphere that became LanderLab's AI signature.
What I did
The glowing sphere that became LanderLab's AI signature, used everywhere from the loading state to the ads.
How it went
BriefNeeded one mark to mean "AI" across product and marketing.
RenderBuilt the sphere with a light setup that survives on light and dark.
SystemDelivered still, animated and flattened versions with usage rules.
Nothing Here Yet · empty state set
Illustration · 2024
Soft isometric illustrations for “nothing here yet” moments.
What I did
Soft isometric illustrations for the moments a product has nothing to show, where the job is to explain rather than decorate.
How it went
InventoryListed every empty state in the product and what each should prompt.
IllustrationBuilt a shared perspective and palette so the set reads as one family.
CopyWrote the heading and action for each so the drawing is not doing it alone.
Nothing Here Yet · set two
Illustration · 2024
More states for integrations, pages and leads.
What I did
The second batch, covering integrations, pages and leads as the product grew past the first set.
How it went
GapFound the new empty states introduced by the last two releases.
IllustrationExtended the existing family without redrawing it.
ShipExported at 2x and added them to the component library.
Prompt to Publish · paid social set
Ad creative · 2024
Paid-social set: “From prompts to publish landing pages in minutes”.
What I did
A paid-social set built on one claim, prompts to published landing pages in minutes, in the sizes the channel actually needs.
How it went
MessageReduced the campaign to one testable claim.
DesignBuilt the set across square, portrait and story.
IterateRebuilt the two weakest variants after the first week of spend.
LanderLab × Leadpages · story ads
Ad creative · Mobile · 2024
Story-format ads for LanderLab × Leadpages.
What I did
Story-format ads for a partnership campaign, designed for a full-screen vertical frame and sound off.
How it went
ConstraintDesigned for vertical, sound off, and three seconds of attention.
DesignBuilt the frames and the co-branded lockup.
DeliverExported the full set to the channel specifications.