Notion.com, 2024

• 1. Homepage (view site)

  I joined Notion in January 2024 and was quickly tasked with redesigning the navigation and homepage to reflect the product's evolving story. It was an important challenge because we were shaping how Notion presents itself to the world. That spring, we launched a redesigned homepage centered around Notion's core features: Write, Plan, and Organize.

  After exploring multiple hero directions, we landed on two strong concepts. To validate our direction, we ran 5-second tests with both heroes to gauge first impressions and clarity. The results led us toward the character from our "Think it. Make it." campaign. I animated the hero, first as a prototype, then fully in Rive for production.

  We evolved the product’s art direction and visualization, using stacked screens for key moments across personal and team workflows. This approach helped us tell richer stories, use space more efficiently, and bring focus to the product’s versatility.

  To build on that, we introduced a new visual system of illustrated icons, wallpapers, and warm editorial art direction, giving the page a more tactile feel. The larger challenge, however, was shaping how Notion’s story evolves, moving beyond productivity into AI, a direction we began exploring with the summer launch.

  

  2. Homepage cont.

  By the end of summer, we expanded the homepage to feature Notion Agent, our AI assistant. The Agent became a central part of the hero and overall story, integrated throughout the page to show how AI enhances every part of the Notion experience. We wanted to capture the Agent's personality by showing it in different contexts, emphasizing what makes Notion distinct from its competitors.

  

  With creative direction from Rob Giampietro and in close collaboration with lead Sam Baldwin and the product marketing team, I helped shape a polished, compelling narrative for the launch. I also took the initiative to animate the illustrations for both releases, adding motion and energy to the page. Testing later showed these animations boosted scroll depth and engagement.

  To bring the story to life, we partnered with illustrator Roman Muradov on visuals that thoughtfully support the narrative while keeping the product at the center.

  3. Design System

  I contributed to the evolution of the shared design system powering Notion's marketing and web experiences.

  It connects design and code with a single, scalable visual language. Built with reusable components and brand consistency, it removes ambiguity and speeds up production. It prioritizes accessibility and works across languages, supporting everything from major launches to quick experiments.

  My role involves exploring new possibilities within the system, challenging established patterns, and introducing fresh components that expand its capabilities.

  

  The homepage project led to the creation of illustrated icons that were added to the system, giving the marketing team a consistent visual language and more freedom to express the brand in new ways.

  

  4. Miscellaneous

  Alongside the Homepage, and navigation, I shaped the design direction for key sections of the site, collaborating with the leads, brand designers, engineers, and marketing stakeholders to deliver a polished, consistent experience. These are some of the projects I worked on:

  - Notion AI (view site)

  - Notion Faces (view site)

  

  - Notion Mail (view site)

  - Knowledge Base (view site)

  - Help Center (view site)

  - Downloads

  - Customer Stories (coming soon)

  - Blog (coming soon)

  Throughout, I worked closely with the optimization team to test ideas, refine the experience, and improve conversion rates. By combining data insights with design experimentation, we continuously evolved the homepage to better serve both users and business goals.

  Metric	v1	v2
  Sign-up visit	3.0% ± 0.4%	1.5% ± 0.4%
  Onboarding	1.2% ± 0.3%	0.5% ± 0.3%

  Outside of my core responsibilities, I enjoy taking on internal projects. Here’s a poster I designed for one of our events:

  

WeTransfer Creative Studio, 2022-2023

• 1. Wild Memory Radio (view site)

  Initiated by WePresent, in collaboration with Seb Emina (Editor-in-Chief of The Happy Reader and co-creator of Global Breakfast Radio), this project was dedicated to creating a unique audio collection centered on the theme of memory.

  The aim was to craft a tranquil, meaningful online space — a digital library of short recordings curated by Seb and contributed by writers, artists, musicians, and other creatives. Each piece reflected on how a particular place in the world had shaped or changed the contributor, offering insight into how the places we live can influence creative work.

  The experience was designed to feel slow, intentional, and emotionally resonant — inviting visitors to listen, reflect, and explore at their own pace.

  Working closely with Lumir Spanihel, the art director, I was shaping how people moved through and connected with the content. We designed the Memories hub to feel dreamlike, where one memory gently blurs into the next. The memory page is calm and peaceful, with typography that appears gradually, like the way memories return over time.

  Check out the Awwwards Honorable Mention for more details.

  2. Wild Memory Radio cont.

  In addition to the interaction design, I created motion prototypes for the overall experience and identity, ensuring that every transition and movement supported the project’s emotional tone.

  

  Some early studies exploring the interaction of the hub and transitions are shown below. A few wild ideas, like datamoshing, didn’t make it past this stage.

  3. Wild Memory Radio cont.

  To complement the audio, we used DALL·E to explore visual imagery that softly captures the feeling of each memory. The images were designed to feel quiet and reflective, transporting listeners to serene scenes and bringing to life the small, vivid moments described in the stories.

  The results captured a sense of shared memory, with images clear enough to recognize but still softly undefined. They felt like objects in a dream and offered glimpses of how the machine interprets the stories.

  

  4. Partnerships

  At WeTransfer, I collaborated closely with a multidisciplinary team of designers and developers to craft custom, high-impact brand experiences for our advertising platform. We worked directly with global brands to conceptualize, design, and implement interactive campaigns that felt native to WeTransfer’s visual and editorial style.

  

  Two standout collaborations were with Burberry and Rimowa, both known for their openness to creative experimentation. With each brand, we explored innovative interactions and storytelling techniques to bring campaigns, like Burberry’s Lola bag campaign, to life.

  Another memorable project was an interactive ad developed with Woolmark, which leveraged WebGL to create an engaging, dynamic experience.

Apple.com, 2014-2018 & 2020-2021

• 1. macOS and iOS

  Apple is known for its seamless ecosystem, and while the hardware often takes the spotlight, the operating system websites are equally important. These sites present a unique set of challenges: clearly explaining new features, educating users, and making the experience feel engaging, approachable, and aligned with iOS, iPadOS, watchOS, and macOS. My role involved working closely with these teams to build a shared design system and visual language that continues to shape apple.com today.

  Over the years, I’ve had the opportunity to contribute to multiple macOS launches and supporting pages, helping shape how we present each release to the world. From fine-tuning shades of gray and drop shadows in the early days to finding smart ways to communicate new features through typography and interaction today, it’s been incredibly rewarding to see how our approach to storytelling has evolved. My journey with macOS began with Yosemite and continues through to Monterey.

  In addition to macOS projects, I had the privilege of contributing to key iOS launches, including iOS 9, iWork, CarPlay, Apple News, and Siri.

  

  2. MacBook Pro

  As the interactive designer for Mac product websites, including the MacBook Pro (2016 and 2021), Mac mini, and iMac, I crafted experiences that reflected the power and sophistication of Apple’s tools for creative professionals.

  The challenge was more than just building a visually appealing website; it was about creating an experience that captured the spirit of devices built to push the boundaries of creativity, innovation, and performance. Every interaction and detail was carefully considered to speak to professional audiences.

  With creative direction from Lisa Gee, I contributed to every stage of the project, from the initial concept to the final website. My work included shaping the user experience and story, creating technical illustrations showing wide dynamic range audio, designing hero animations revealing the Touch Bar, and developing motion graphics prototypes visualizing thermal cooling, which were later implemented on the site using WebGL.

  

  Because the product is often developed in parallel with marketing, we had the opportunity to influence key visual elements—like iconography. Exploring and shaping iconography was a big part of my role.

  

  Having previously contributed to the MacBook Pro with Touch Bar, I was excited to work on the launch of the 14" and 16" MacBook Pro models. Built on the M1 chip, these machines set a new standard for performance. Working alongside Lisa, I helped shape the story and reimagine how we present data and stats — an important part of communicating the machines’ capabilities.

  Creating moments of surprise and delight, especially in the hero section, is key for these landing pages. Below is a scroll-tied animation designed to showcase a powerful app in use and reveal the smaller 14-inch model.

  

  3. Apple Pencil

  As a Senior Designer on the Apple Pencil project, I helped shape the story of a tool that redefined how people, especially artists and creatives, engage with their iPads.

  We approached the webpage not just as a product showcase, but as a canvas. Rather than using traditional vertical scrolling, we created a freeform, exploratory navigation system that lets users move in multiple directions, reflecting the open-ended creativity the Apple Pencil inspires. The interaction encourages people to play, explore, and create, reinforcing a simple idea: let your creativity flow.

  

  I worked closely with the creative lead, Stefan Schuster, to explore several art directions, the journey, and interaction and motion prototypes to bring the concepts to life. As a user of the product, I was excited to be part of this fun and creative project.

  

  We pushed the concept as far as we could. Ultimately, we moved forward with a more linear experience. However, strong ideas from the canvas concept remain, such as bold artwork, doodles and annotations, and work bleeding off the iPad to create a fun and dynamic experience. Exploring big ideas early on is always worth it because it pushes the work further in unexpected ways.

  4. iPad

  While I primarily work on the Mac team at Apple, I sometimes contribute to other product launches, including the 9.7″ iPad. This project was a great opportunity to design for a more casual, everyday audience, and I was proud of how it came together.

  The layout was clean and bold, reflecting both the fun and practical sides of the iPad. Unlike our Pro products, this launch targeted students, families, and first-time users, so the design needed to feel fun, approachable, and easy to explore.

  

  We focused heavily on the mobile experience, pushing the limits of interaction on apple.com at the time to ensure it was just as engaging on a phone as on a desktop.

  With creative direction from Sang Han, I was involved from concept through production, collaborating with the lead, writers, and engineers to prototype and refine the experience. My focus was on shaping a product story that felt friendly, playful, and true to the iPad's everyday appeal.

Where I’ve worked