Senior Product Designer · Toronto

Designing products
people actually use.

Hey there I'm Alfred! I work at the intersection of research, systems thinking, and craft — turning complex problems into clear, considered experiences.

View work About me

Selected works

Case studies

FinTech UX Design Data Analysis

TD Loyalty & Rewards — Education Centre

Designed TD's Loyalty & Rewards Education Centre — over 65% of users engaged at launch, cardholder comprehension improved, and support calls about rewards dropped by 40%+ within two months.

Growth Design A/B Testing Personalization

BMO — Growth & Personalization

Led growth design on BMO's Personalization team — driving a 57.2% conversion lift on the Auto Loan form and contributing to a full homepage redesign from research through launch.

AI-Assisted Web App Product Design

SousChef — AI-Assisted Recipe App

End-to-end design sprint for an AI-powered recipe app — from user research and journey mapping to a fully interactive 8-screen prototype with confidence-based AI routing and a custom design system.

UX/UI Accessibility WCAG 2.1

BGIS — Intrazone Revamp

Full redesign of the BGIS intranet site — modernised, responsive, and brought to WCAG 2.1 compliance.

About

Multidisciplinary by training, product-focused by practice.

With a background spanning architecture, front-end development, and product design, I bring systems thinking to every problem I work on. Currently open to Senior Product Designer roles in Toronto.

I also won 1st place at a Kids Help Phone hackathon. See Pacific →

Let's work together.

Open to Senior Product Designer roles.
Also happy to chat about your product challenges.

Get in touch LinkedIn

Designing products people actually use.