5x
Marketplace Revenue Growth
Redesigned Asite procurement ecosystem, revenue share from 4% to 20%
Hi, I’m Troy.I turn ambiguity into scalable product direction.
I’m a Principal / Founding Product Designer and hands-on product design leader. I help teams and executives turn ambiguous ideas and complex workflows into clear, scalable product direction.
Outcomes shaped through design
A snapshot of product, commercial and team outcomes shaped through design strategy, product architecture and hands-on delivery.
Explore my approach1.1m+
Monthly Orders
wi-Q platform (core experience I designed still powers growth).
62+
Countries
Scaled wi-Q white-label engine from concept to global adoption.
8+
Designers led
Mentoring a global product design team across multiple SaaS products.
30%
Faster Launch Velocity
Through design systems and cross-functional alignment.
25%
Increase in Active Usage
Simplifying complex 2D /3D data interaction strategy at 3D Repo.
Featured case studies
A selection of work showing 0-to-1 product definition, product architecture, commercial impact, technical collaboration and complex SaaS design.
Asite aStock
From customer request to scalable inventory product architecture.
A customer request for stock management revealed a wider opportunity to extend Asite Marketplace beyond procurement. I shaped the product architecture, mapped the operational workflows, defined the web admin and mobile warehouse experience, and created a functional React Native proof of concept to make the direction tangible for stakeholders and engineering.
View case study
Asite Playbook
Turning repeated client requests into a scalable project delivery product.
I identified and pitched the product direction for Asite Playbook, translating client requests for project management and information delivery planning into a scalable product opportunity within the Common Data Environment.
View case study
wi-Q
Scaling a hospitality SaaS product from concept to global platform.
As founding design lead, I helped take wi-Q from early concept to a white-label hospitality platform used across 64+ countries and supporting 1.1m+ monthly orders.
View case study
Asite Marketplace
Redesigning procurement workflows to drive commercial growth.
Redesigned the procurement ecosystem to transform a tactical client request into a scalable revenue engine — driving 5x growth in Marketplace contribution.
View case studyI lead through clarity, structure and inclusion.
I believe senior design leadership requires confidence, but also the humility to recognise that useful insight can come from any level of the team.
Direction
I help teams understand what should be built, why it matters and how it connects to business value.
Craft
I stay close to the product, shaping UX architecture, flows, interface detail and design quality.
Systems
I create scalable design systems, governance, file standards and component foundations that improve consistency and delivery.
Culture
I mentor designers, introduce critique and discovery rituals, and create space for better product thinking across teams.
Design leadership that understands engineering
My technical background helps me work closely with developers, understand constraints early and create functional proof-of-concepts where useful. I am clear about the difference between a prototype and production-ready code, but I use technical fluency to reduce ambiguity and improve collaboration.
React / React Native POCs
HTML / CSS / JavaScript
Storybook
API awareness
Design-to-dev workflows
Technical feasibility
Trusted across product, engineering and leadership
Troy’s strategic design leadership and entrepreneurial mindset were invaluable to our tech startup. He transformed complex requirements into elegant, user-focused solutions, propelling wi-Q from a concept to a global product.
What sets Troy apart is his ability to translate complexity into clarity. Whether working across cross-functional teams or navigating ambiguous briefs, he brings structure, perspective, and a calm confidence that elevates the work and the people around him.
Troy’s clarity in design direction and collaborative spirit empowered our engineering team. He turned complex UX challenges into streamlined, high-quality implementations, greatly reducing our development cycles.
he is an asset that can elevate any product team. Troy has a user-first mindset that allows him to jump into any unknown context, listen, and ask the fundamental questions that will steer a product's design to health and scalability.
Troy is a true visionary... His leadership and innovative ideas have greatly improved our design standards.
Troy is… honest, dependable, and incredibly hardworking. His work is at a very high standard and is constantly thinking outside the box, he is an exceptional designer
he has demonstrated on more than one occasion, outstanding work ethic, creativity and coding capability, I have no doubt that I will be requiring his aid on many innovative projects in the future.
Looking for a hands-on product design leader who can shape what gets built?
I'm interested in Principal Product Designer, Founding Product Designer, Staff Product Designer, Product Design Lead and hands-on Head of Product Design roles where I can help turn ambiguous product opportunities into clear, scalable, buildable direction.