I worked as the product designer on this project. My role was to shape the experience from early ideas to final handoff. I collaborated closely with the founder, product team, and developers to align on goals and priorities. I also guided design decisions during iterations, making sure the app stayed simple, functional, and easy to build.

We wanted to understand how people feel about art and why they hesitate to invest in it. To do this, we spoke with 10 participants including young professionals, art enthusiasts, and first-time investors. The goal was to uncover the fears and expectations around art as an asset.

The research showed that most people see fine art as expensive and out of reach. Many participants were interested in the idea of fractional ownership but worried about trust and transparency. They had questions about how secure the investment is, and whether they could resell their shares easily.

These insights helped us focus on building clarity, trust, and simplicity into the product experience.

Three goals that defined success for the launch — measurable, user-centred, and tied to the trust gap we surfaced in research.

After several explorations and early beta versions, the product went through six to eight months of refinement. Each step was shaped by user feedback, helping us simplify flows and build more trust into the experience.

• Within six months of launch, Artfi onboarded over 25,000 early investors across 12 countries. More than $3M worth of blue-chip art was successfully fractionalised.
• User engagement remained strong, with 40% of investors returning for additional fractions — a clear indicator of growing trust.
• The platform helped artists and galleries reach a broader audience, creating new revenue opportunities beyond traditional auction houses.
• Consistent rise in global sign-ups from regions beyond the initial target market.

Most digital agencies today fall into one of two traps:

• They overwhelm users with jargon-heavy websites that promise the world but feel generic.
• Or they deliver template-like designs that don't inspire trust or reflect real innovation.

Wilgax, as a fast-growing AI-powered digital solutions company, needed a presence that could:

• Build trust instantly with global clients (from Dubai to London to San Francisco).
• Showcase AI-driven results clearly, without feeling like another "agency buzzword" site.
• Convert visitors into qualified leads, not just attract casual browsing.

Through research into competitor agencies and stakeholder feedback, I uncovered:

• Overused templates — most agencies relied on the same structure, blending into one another.
• Trust is currency — testimonials and proof needed to lead the design, not sit at the bottom.
• Navigation fatigue — users wanted clarity within 3 clicks, not long scrolling mazes.
• Global vs. local tension — the site had to appeal to a London fintech exec and a Bangalore founder equally.

Three signals that defined a successful redesign — anchored in trust, clarity, and conversion.

The final experience delivers:

• A bold hero section with Wilgax's core promise: We Transform Ideas Into Beautiful Digital Experiences.
• Journey timeline storytelling that makes growth feel human and relatable.
• Services structured as cards with icons, clear benefits, and CTA anchors.
• Case studies and testimonials designed like proof snapshots — metrics and quotes lead, fluff is cut.
• AI-enhanced visuals, consistency, speed, and experimentation in layout variations.

Driving a premium digital presence.

• 3× faster navigation across services.
• Lead conversion rate improved by 42%.
• Average session time doubled from 1m 20s to 2m 40s.

I led the design vision for Fortuna, collaborating closely with the product and engineering teams. I also guided two junior designers and coordinated with stakeholders across Product Management, Engineering, QA, and Customer Success to ensure the solution met real user needs.

To understand the challenges professionals face in meeting management, we conducted a comprehensive study with 20 participants across different industries — including tech, consulting, and startups.

Key insights included:

• Professionals spend up to 30% of their time preparing for meetings, often scrambling to recall past discussions.
• Meeting notes are fragmented across emails, chat apps, and documents, leading to missed action items.
• Users want a tool that not only schedules meetings but also summarises past meetings and provides AI-driven preparation tips.
• Quick access to relevant data just before a meeting greatly improves confidence and decision-making.

To uncover the true needs of the user, I explored the root cause through a thoughtful reflection process. Instead of stopping at surface-level insights, I kept asking "why?" diving deeper until the core motivation came into focus.

Here's how it unfolded:

• Why does the user need a meeting management tool? Because they often forget key discussion points and struggle to stay organised.
• Why do they struggle to stay organised? Because past meeting notes are scattered across emails, chat apps, and documents.
• Why are notes scattered? Because existing platforms only focus on scheduling, not preparation or context.
• Why does this matter? Because it leads to wasted time, and stressful, unproductive meetings.
• Why is this a problem? Because professionals need clarity, context, and confidence to make every meeting effective.

With clear user needs in mind, I explored solutions to improve meeting management, preparation, and follow-through.

The Solution. To address the core problem, I applied the "How Might We" approach to reimagine the meeting experience.

The solution combines:

• Smart scheduling that keeps all meetings in one place.
• AI-powered summaries that highlight key points and decisions.
• Quick prep options offering context just before the meeting starts.
• Predictive insights and graphs to help users anticipate outcomes.

By integrating these features into a seamless interface, Fortuna transforms meetings from time-consuming obligations into clear, actionable, and productive sessions that professionals can feel confident about.

Three north-star outcomes that defined a successful launch.

Refined through feedback, Fortuna delivers a clean dashboard, AI summaries, quick prep, and smart notifications for productive meetings.

Driving smarter meetings, faster decisions.

• 120K+ users within the first 6 months of launch.
• 70% of users used AI prep consistently before meetings by the second month.
• 30% month-on-month growth in meetings managed through the platform.
• Users reported fewer missed action items and improved clarity in discussions.
• Feedback highlighted a smooth, efficient flow and higher confidence before meetings.