EXPERIENCE

Studio Fundi | Founder, Consultant, Strategist, Product Lead
January 2021 — Current

Leverage human-centred strategy and behavioural design to identify growth opportunities, improve communication, build habits and drive product development.

Behavioural Design: Enhanced wayfinding on Johannesburg’s rapid transit network by applying behavioural economics principles to reduce commuters’ cognitive load and ensure intuitive navigation.

Ideation & Brainstorming: Enabled new product development for Standard Bank by delivering workshops, leveraging behavioural science and digital design, to increase financial literacy in children.

Cross-Functional Collaboration: Managed an interdisciplinary team by leveraging their complementary skillsets to redesign WeGrowSA’s product offering and increase access to online education for 1M+ South Africans.

Qualitative Research: Led ‘discovery phase’ to enhance the user experience of Superdrug's digital health services by conducting stakeholder interviews, data analysis and user research to identify intervention opportunities, drive consumer action and ensure commercial viability.

Stakeholder Engagement: Counsel C-level executives by advocating for behavioural science, design and strategic communications to shape product strategy, growth opportunities and decision-making.

Thought Leadership: Written, at conferences, workshops, panels, guest lectures and presentations, on product development, behavioural design, customer experience and user-centred design.

FebriSol | Founder & Lead Behavioural Designer
June 2019 — Current

Developed and scaled FebriSol (0→1), an evidence-based behavioural intervention that makes treatment adherence habitual for patients with chronic conditions. Learn more: www.febrisol.com | TEDx Talk.

Behavioural Science: Created a gamified, habit-forming scratch card that leverages positive reinforcement and visual cues to establish sustainable medication routines.

User Research: Identified barriers through ideation and brainstorming workshops, co-design sessions, field research and expert interviews.

User-Centred Design: Designed solution specifically for resource-limited environments, prioritising affordability, accessibility, and intuitive use without compromising effectiveness.

Stakeholder Management: Independently establish and manage relationships with industry giants, including Cipla, AbbVie, Gilead, USAID, and PEPFAR.

Academic Research: Established formal evaluation protocols with Indlela (Anova Health Institute's behavioural insights unit) to measure real-world impact. (Second trial pending – June 2025)

Notable Achievements: Patent protection in the United Kingdom, United States and South Africa. Over 750,000 units sold internationally.

Lloyds Banking Group | Senior Service Designer & Product Lead
June 2023 – June 2024

Led strategic product initiatives to enhance employee digital experience for 85,000+ staff, utilising human-centred design and applied behavioural science.

Behavioural Science: Developed a first-of-its-kind incentive programme to motivate career development, influencing the organisation's long-term L&D strategy for employee upskilling.

Prototyping: Scoped implementation strategy for MS Viva Connections by creating journey maps, user flows, wireframes, and high-fidelity prototypes to enable user-centred development.

Product Strategy: Saved ~£2 million by identifying redundant projects across siloed teams and guiding the technical roadmap to prevent unnecessary product development.

Cross-Functional Collaboration: Collaborated with senior stakeholders at Microsoft to identify employee needs and develop the implementation strategy for their suite of AI-powered employee experience applications.