As the designer on ACKO's growth team, I owned the end-to-end redesign of the mobile app experience: from information architecture to personalised discovery, alert systems, and profile building.

Working directly with product managers, engineers, content designers, VP of design and the co-founder, I led the strategic framing, design exploration, and iterative A/B testing that shaped every decision. Just hypothesis-driven sprints, measured outcomes, and compounding improvements over 10 months.

The project pushed me to think rigorously about how design decisions at scale affect real behaviour, and reinforced that the hardest problem isn't the interface. It's knowing enough about your user to show up at the right moment with the right thing.