Senior Product Designer · Toronto

Designing products
people actually use.

Hey there I'm Alfred! I work at the intersection of research, systems thinking, and craft — turning complex problems into clear, considered experiences.

View work About me

Selected works

Case studies

FinTech UX Design Data Analysis

TD Loyalty & Rewards — Education Centre

Designed TD's Loyalty & Rewards Education Centre — 65%+ of cardholders engaged at launch, cardholder comprehension improved, and support calls about rewards dropped by 40%+ within two months.

FinTech Mobile Security UX

TD — In-App Approval

Redesigned online purchase and login verification, replacing SMS passcodes with contextual in-app approval — cutting fraudulent activity reports by 35%.

Growth Design A/B Testing Personalization

BMO — Growth & Personalization

Led growth design on BMO's Personalization team — driving a 57.2% conversion lift on the Auto Loan form and contributing to a full homepage redesign from research through launch.

AI-Assisted Web App Product Design

SousChef — AI-Assisted Recipe App

End-to-end design sprint for an AI-powered recipe app — from user research and journey mapping to a fully interactive 8-screen prototype with confidence-based AI routing and a custom design system.

UX/UI Accessibility WCAG 2.1

BGIS — Intrazone Revamp

Full redesign of the BGIS intranet site — modernised, responsive, and brought to WCAG 2.1 compliance.

0 to 1 iOS App Gamification

Brotherize — Gamified Fitness Community

Solo product designer on a contract engagement — took a founder's accountability-driven fitness app from discovery through 40+ screens of hi-fi design, shipped as an MVP on the App Store.

Additional work

More work

FinTech Mobile Loyalty

TD — Pay with Rewards

Designed transaction-level rewards redemption in the TD mobile app — cardholders review transactions and pay off specific purchases with points.

Mobile App WCAG 2.1 Design Systems

BGIS Assist

Redesigned the client-facing service-request app property managers use instead of calling the call centre — accessibility-compliant, dark mode, mobile and tablet.

About

Multidisciplinary by training, product-focused by practice.

With a background spanning architecture, front-end development, and product design, I bring systems thinking to every problem I work on. Currently open to Senior Product Designer roles — Toronto or remote.

I also won 1st place at a Kids Help Phone hackathon. See Pacific

Let's work together.

Open to Senior Product Designer roles.
Also happy to chat about your product challenges.

Get in touch LinkedIn

Designing products people actually use.