Description

I’ve been working as a product designer for 10+ years where now I found my love and passion working with early stage startups to help them to achieve their mission through good design culture. Currently based in the UK doing freelance and consulting with start-ups.

Outside of consulting, I host a podcast called Woke up in Tech, and I also like to take photos on the street @whereisfrieda, skipping (jump rope!), brush up my drawing skill, and travelling to places I’ve never been before and eating good food!

Languages

English
Native or bilingual

Workplace preferences

Can work on-site

London (up to 50km)

Hohm Energy
Lead Product & Design
January 2023 - January 2024 (1 year)
Hohm Energy is a ClimateTech startup based in South Africa focused on
advancing energy solutions for sustainable growth
Achieved a 50% increase in web sign-ups through design and
conversion optimisations
Improved team efficiency and collaboration with data-driven experiments and methodologies
Led product experiences and design strategies to enhance conversion and
user journeys
Shifted company practices towards a product-led approach, reducing sales dependency
Conducted user research and usability tests to support product decisions
Product design Product management User Experience Design User Interface Design
Freelancer
Founder | Experience Design
August 2020 - Today (5 years and 10 months)
Supporting startups with impactful design and product strategy solutions
Collaborate with startups on product strategy, UX/UI, and GTM strategies
Execute MVP developments, working closely with stakeholders to launch early stage products
Utilised data-driven insights and feedback loops for improved
Facilitate workshops on product thinking, design sprints, and user-centric
initiatives
Mentor cross-functional teams to foster product-led cultures aligning with
Mindstone
Head Of User Experience
June 2021 - December 2022 (1 year and 6 months)
London, UK
Mindstone is a London-based Ed Tech startup, enhancing learning
experiences through technology and AI
Delivered a 121.5% increase in iOS signups and 406.25% in Android
signups through optimised UX
Directed UX/UI strategy to align user research, design, and business objectives
Led design system implementation for cross-platform brand and UX consistency
Increased platform user retention rates through user-centric designs
Established a user-led product culture improving alignment between user needs and business aims
Design Thinking User Experience Design Product design