Work that connects the whole journey.
I work across the point where marketing, ecommerce, websites, design systems and operations meet — from product discovery and SEO to B2B workflows, customer tools and reporting. These projects show the range, but more importantly, the level of ownership.
Core digital work
Not isolated design exercises — live systems, commercial websites and operational workflows built around real customer and business needs.
ETERA — building the digital foundation of a product brand
From fragmented factory-side product information to a structured digital ecosystem customers and internal teams can actually use.
Aubricks — using an established site as a growth asset
Reworked an existing building-products website around clearer discovery, stronger technical SEO and a more deliberate relationship with ETERA.
APProve — turning trade account approval into one connected flow
A business process project, not just a form: customer application, approval, account creation, signatures and CRM handoff brought into one digital journey.
Comparison & quantity tools — removing friction before enquiry
Instead of making customers decode technical product information or wait for a salesperson, I turned common questions into self-service digital tools.
Try brick & paver calculator ↗
AI-assisted quantity takeoff — testing where automation can save real time
A working prototype for reading New Zealand consent PDFs and supporting masonry and paving quantity estimation.
Systems I design
My work also includes spatial design tools, colour exploration and internal operational systems. Selected projects are introduced below, with confidential work kept at overview level.
3D brick visualiser
An interactive exterior brick design tool I designed, letting customers explore brick finishes on a three-dimensional house.
Colour Studio — paver colour design
A paver design tool I designed for exploring colours, brick formats and laying patterns, with a visual preview to help customers develop their design ideas.
TF system
A system I designed. Project details, interfaces and documentation are not shared publicly.
Confidential project · Overview onlyWorker operations system
An internal system I designed for worker operations. This portfolio introduces the project at a high level.
Internal project · Overview onlyI don’t stop at the marketing layer.
Commercial thinking
I look at product, customer questions, conversion and operational reality together — not as separate tasks.
Hands-on digital delivery
I can work directly in WordPress, WooCommerce, Shopify, CRM and front-end code rather than only briefing the work.
Data-informed optimisation
GA4, Search Console and Power BI support decisions, troubleshooting and clearer management reporting.
End-to-end ownership
From a messy requirement to a live customer journey, workflow or campaign asset — I’m comfortable carrying work through to delivery.
Independent web builds
Smaller Auckland projects that show I can adapt the same thinking across retail, healthcare and trade businesses.
Rōhi Lab
Built a boutique florist store around product collections, same-day Auckland delivery, checkout and a brand-led shopping experience.
Visit site ↗
Balanced Vitality
Built a clinic website with online booking, domain email and Google Business Profile setup, giving the business a complete digital front door.
Visit site ↗
Scaffolding Plus
Structured a large trade-product range into clear categories, supporting credibility, discovery and faster quote pathways.
Visit site ↗The common thread: make the digital journey clearer, faster and more useful.
Whether the output is a website, a spatial design system, a B2B workflow or a customer tool, I focus on what removes friction and helps the business move.