About me
Hey, I'm Alfred —
a designer who builds.
I'm a Senior Product Designer based in Toronto with over eight years of experience designing for FinTech and consumer mobile. I combine research, systems thinking, and front-end literacy to produce work that's both considered and shippable.
Before product design, I trained as an architect — which means I think in systems, take constraints seriously, and understand that the best designs are the ones that hold up when you zoom out.
Currently open to Senior Product Designer roles — Toronto or remote.
Experience
Senior UI/UX Designer (Product Design)
TD Bank
2024 – Present
Design lead for Loyalty & Rewards in the TD mobile app. Shipped the Education Centre — 65%+ of cardholders engaged at launch, rewards support calls down 40%+ — redesigned online purchase and login verification with In-App Approval, cutting fraudulent activity reports by 35%, and designed Pay with Rewards, transaction-level redemption of points against specific purchases.
Freelance Product Designer
Brotherize
2023 – 2024
End-to-end product design for an iOS fitness app — discovery, user research, and 40+ screens of hi-fi design. MVP shipped to the App Store.
Senior Product Designer
BMO
2022 – 2023
Personalization team. Redesigned the Auto Loan lead-generation funnel end-to-end for a 57.2% conversion lift at statistical confidence, led the BMO.com homepage redesign across five partner teams, and contributed a new modular layout component back into the enterprise design system.
UX/UI Designer
BGIS
2020 – 2022
Redesigned Intrazone, the enterprise intranet, and BGIS Assist — the client-facing mobile self-service app property managers use to request service — WCAG 2.1 compliant, with dark mode and responsive support across mobile and tablet. Built and maintained a WCAG 2.1 AA / AODA-compliant Figma design system.
Full Stack Developer and Designer
EllisDon
2018 – 2020
Designed and built digital microservices and internal tools in a cross-functional Agile team — front-ends in React and Redux, delivery through Azure DevOps. The engineering fluency behind my design–development collaboration.
Senior Architectural Designer
OTC Limited
2012 – 2017
Designed human-centered passenger experiences for major international transportation hubs, including Hong Kong International Airport, Taiwan Taoyuan International Airport, and Mexico City's CETRAM — data-driven service design at massive scale.