15 years of experience turning complex problems into clear, usable experiences. From luxury e-commerce to humanitarian programmes in active crisis zones.
Grenada — social protection system redesign
End-to-end service design with the Government of Grenada. Process mapping, gap analysis, and digital transformation blueprint for SEED + BRISP.
HungerMap — from static map to prediction engine
Full UX research cycle — workshops, Figma prototype, field testing in Nigeria, Yemen, and Cameroon for WFP's food security tool.
Designing for dignity in crisis
User journey maps for Cash-Based Transfer programmes. Field research across Gaza, Lebanon, Somalia, Ukraine, Jordan — designing for people in active conflict zones.
CashBook App — offline-first field operations tool
Concept and UX design of a WebApp for WFP field officers managing cash distributions — works offline, supports 3 user types, integrates with SharePoint.
Prada / Miu Miu
Art Direction · E-commerce · 34 countries · 8 languages
Edenred — Ticket Restaurant
App Design · 2M+ iOS · 4.6 rating · 650K monthly users
TIM Music
UX/UI · Omnichannel · 7 device types · 30M+ songs
"I design the invisible thread between users and services."
I'm a Digital and Service Design Lead with 15 years of experience working across public sector, luxury, finance, healthcare, and humanitarian contexts. I work from research to strategy to execution — always starting with people.
Human-centered, always
Every project starts with understanding the people affected — not the system.
From research to delivery
Research, strategy, process mapping, UX, UI, and implementation advisory.
High-stakes contexts
Luxury brands and conflict zones. Both demand the same rigour.
Available for senior design roles, consulting, and advisory.
End-to-end service design engagement with the Government of Grenada — mapping, analysing, and reimagining how cash assistance reaches the most vulnerable.
2
programmes
fully mapped
69
days — max
process time
38+
process steps
documented
1 gov
national government
supported
Today — SEED process
Target — after redesign
Joseph, 68
Cocoa farmer · Saint Andrew · BRISP
"I suggest the Ministry comes and sees what I've done with my money."
Abigail, early 20s
Student · Saint John · BRISP
"The money was like a breath of fresh air."
69
Process time
Up to 69 days application to payment. 82% manual steps.
Critical0
Digital audit trail
Sensitive paysheets couriered by hand. No encryption.
Critical0%
Non-selected notified
Zero communication to rejected applicants. They wait for months.
High2
Islands excluded
Carriacou and Petite Martinique have zero SEED coverage.
Medium4×
Approval loops
90-page paysheets re-printed for every error. Four manual stages.
High0
Exit strategy
No link between assistance and livelihood programmes.
Medium01
Digital transformation
Mobile data collection, e-signatures, automated SMS, digital audit trails. From 69 days to near-real-time.
02
Assurance & controls
Data protection protocols, FSP reconciliation, digital paysheet transmission.
03
Maximise existing tools
BMIS has case management — but staff barely use it. Capacity building before new investment.
04
Coverage & exit strategy
Expand to Carriacou and Petite Martinique. Link SEED to livelihoods.
Why this work matters.
2
national programmes
fully mapped
38+
process steps
documented
1 gov
national government
advisory supported
Real
recommendations built
on Joseph & Abigail
Led the UX research, UI design, and design leadership of the new HungerMap — a dual-audience platform for the general public (donors, governments, media) and for WFP experts (VAM Officers, Country Office colleagues). Balancing WFP brand identity with Google.org donor requirements.
2
audiences
one platform
2
brand identities
balanced
9mo
research to
UI delivery
3
countries
tested
Research
UX Research Lead
Design
UI Design Lead
The previous HungerMap had one mode, built for internal technical use. The new platform needed to serve two very different audiences without creating two separate products — each with its own language, mental model, and information needs.
External audience
Donors · Country governments · Media · NGOs
Internal audience
VAM Officers · Country Office colleagues
01
Single → Dual audience
One flat map becomes two UX layers — storytelling for donors and governments, precision tools for VAM Officers and CO colleagues.
02
Reactive → Predictive
Old: current state only. New: 30-day AI forecasting enables WFP to act before a crisis reaches critical threshold — and justify resources to donors in advance.
03
Country-only → Admin L0→L4
From national overview to village-level drill-down. VAM Officers can now plan interventions with district precision instead of regional averages.
04
Data-only → Human + data
The public version contextualises data with stories from affected regions — making the platform compelling for donors, governments, and media to act on.
05
Static → Live contextual layers
Conflict, rainfall, and market price overlays let VAM Officers understand why FCS is declining — not just that it is — enabling smarter, faster decisions.
06
Generic → WFP + Google.org
Designed to honour WFP brand identity while satisfying Google.org requirements as principal donor — one coherent visual system, two institutional identities.
Jul – Dec 2024
Workshops & dual-audience architecture
Facilitated workshops with country officers in Yemen, Nigeria, and Cameroon. Defined the dual-audience architecture — the strategic decision to serve two completely different user mental models in one platform. Confirmed MVP features and Google.org requirements.
Dec 2024 – Jan 2025
UX Research — critical user journeys for both audiences
Mapped the distinct needs and mental models of both audiences. For the external audience: how do donors and governments go from awareness to action? For VAM Officers: how do they move from data to a resource allocation decision in under 2 minutes?
Jan – Feb 2025
UI design leadership — Figma production
Led the full UI production of both platform versions. Designed the visual system respecting WFP brand while incorporating Google.org requirements — typography, data visualisation colour system, component library, and admin level drill-down interactions.
Mar 2025
Usability testing — 3 country offices
Structured testing of both platform versions in Nigeria, Yemen, and Cameroon with WFP Heads of Programme, VAM Officers, and Activity Managers.
85%
Target
Task success rate
≤2'
Target
Time on task
4/5
Target
Satisfaction score
<10%
Target
Error rate
80%
Target
Adoption likelihood
Nigeria
Borno State — lean season planning
5–7 participants · Heads of Programme + VAM
Yemen
Flood impact analysis
5–7 participants · Activity Managers + VAM
Cameroon
Ground-truthing data alignment
5–7 participants · Program Officers + NGO
User journey maps for WFP's Cash-Based Transfer programmes — field research across 5 countries in active crisis, designing for people who are illiterate, elderly, undocumented, or fleeing conflict.
5
countries in
active crisis
6
real personas
researched
1
strategic
framework
M+
beneficiaries
impacted
WFP's Cash-Based Transfer programmes reach millions of people — but the experience of receiving that assistance was invisible. I mapped it, in five countries, through the eyes of the people living it. The constraint: every design decision had to work for users who may be illiterate, without a smartphone, without documents, or in an active conflict zone.
Saima, 37
Gaza
3rd displacement. Has a phone and passport. Navigating cash assistance during active conflict.
Fawziye, 76
Lebanon
Cannot read or write. Depends on family. Mobility issues. $65/month is her only income.
Rasha, 35
Lebanon
Literate, helps neighbours register. Anxious about SMS timing. Helps others navigate the system.
Aamiina
Somalia
No smartphone of her own. Uses husband's phone. Registered in husband's name by mistake.
Drina
Ukraine
Roma community. No official ID. Denied help 3 times before WFP found a solution without ID.
Saima, 37 — Gaza
IDM steps · Emergency CBT programme
"I found out through social media that WFP is giving assistance and I can sign up with just a link."
Drina — Ukraine
Emergency · Roma community · No documents
"Will no one help us? Finally, I reach a desk with a blue flag."
The research across 5 countries led to a strategic visual framework for WFP — mapping the full journey from the most basic requirement (having an ID) to women's economic empowerment by 2030.
1
Identity
Have an ID and open an account in own name
2
Cash inflow
Rely on regular cash from assistance or work
3
Capabilities
Trained and confident using digital financial services
4
Customer protection
Know rights and how to voice grievances
5
Digital financial services
Access to affordable digital products tailored to needs
6
Digital economy
Perform digital transactions — buy and sell
1
Design for the margin
If it works for Fawziye (76, illiterate, mobility issues), it works for everyone. Design for the hardest case first.
2
Communicate proactively
Rasha checks her phone every day waiting for the SMS. Uncertainty kills trust. Confirm every step.
3
No ID ≠ No cash
Drina was denied 3 times. WFP found a solution. Always have a backup pathway for undocumented users.
4
Proxy access matters
Fawziye can't walk to the MTO. Aamiina doesn't have her own phone. Design for family and proxy use.
5
Dignity in disbursement
Abigail and Rasha both felt exposed at the cash point. Privacy in payment is not a luxury.
6
Offline-first always
Aamiina's husband was in Mogadishu with the only phone. A shopkeeper helped. Design doesn't stop at connectivity.
Design that reaches millions.
5
countries in
active crisis
6
real personas
from field research
Global
framework adopted
by WFP CBT teams
Real
every insight
from field interviews
Concept and UX design of a WebApp for WFP field officers. Works online and offline. Combines knowledge management with collaborative project management — built for the realities of field work.
2
core modules
knowledge + PM
3
user types
designed for
offline
works without
connectivity
audit
built-in compliance
trail
WFP cash operations require managing complex knowledge (processes, guidelines, responsibilities) and collaborative project tracking simultaneously. Officers worked across scattered documents, emails, and SharePoint folders — often in low-connectivity environments. The CashBook concept was designed to bring everything into one place.
Knowledge management
All process steps, responsibilities, and guidelines in one searchable place. Works offline for field use.
Project management
Create collaborative programmes, assign team members, track outputs step by step with checklist workspaces.
Built-in audit trail
Mandatory outputs for programme audit automatically collected and stored in a private SharePoint folder per programme.
Offline-first architecture
Field officers work in low or no connectivity. The knowledge management flow works fully offline on mobile. When reconnected, it syncs with the online workspace. This was the core technical constraint that shaped the entire IA.
Two flows, one app
Knowledge management (read-only, offline-capable) and project management (collaborative, online) required separate interaction models but needed to feel like one coherent tool. The desktop mapping documents both flows clearly with 3 distinct user types and permissions.
Audit compliance as UX
Every programme has mandatory audit outputs. Instead of making compliance a burden, the app integrates it into the normal workflow — officers check off outputs as they complete them, and a private SharePoint folder is auto-generated with all required documents.
All users
Any WFP staff member
Manager
Programme Lead / Country Officer
"A practical tool for your daily work activities that can support you on a laptop or on your mobile phone while working live with your team."
Before WFP, I led UX and UI design at Reply for clients including Prada, TIM, Ferrero, Luxottica, and more — building digital products across luxury, finance, healthcare, and telecoms.
Prada Group
Prada.com & Miumiu.com e-commerce
Art Direction and UX/UI design for the new prada.com and miumiu.com e-commerce platforms. From wireframes to functional documents, navigation flows, and purchase flow redesign. Development based on IBM WebSphere Commerce Platform and AEM.
34
countries
8
languages
3
brands (Prada, MiuMiu, Dipendenti)
Edenred
Ticket Restaurant Mobile App
UX/UI design and development of the Ticket Restaurant app — a platform for managing, monitoring, and recharging electronic meal vouchers with smartphone payment at affiliated premises. Store locator and balance management.
2M+
iOS installations
4.6
average rating
650K
monthly users
TIM
TIM Music — omnichannel platform
Design and development support for the TIM Music platform — an immersive omnichannel music experience across 7 device types including Android Auto, Apple CarPlay, Amazon Alexa, and TV.
30M+
songs
7
device types
Alleanza Assicurazioni
Profilo&Dialogo — B2B sales app
UX/UI design for the Profilo&Dialogo section of the Digit@all Care app — used by financial promoters in co-presence with clients to collect data for CRM profiling and financial simulations. Transformed a 90-minute process into 15 minutes.
15 min
data collection (avg)
6000
sales network users
CIRM
Citomegalovirus Information App
UX/UI design of the Citomegalovirus information web app for pregnant women. Features include a shared medical appointment agenda, a weekly pregnancy calculator, and a map of nearby medical centres.
40
custom illustrations
2
information sections
UnipolSai
SmartHome — insurance app section
UX/UI design and development of the SmartHome section of the UnipolSai App. Iconographic identification of home and car devices, smart home management, weather notifications, and in-app document requests.
4.7
rating
1800
reviews
Available for senior design roles, consulting, and advisory.