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  • E-commerce Evolution & Bauhaus Strategy: Leading Shapes Design

    Shapes Design

    Founder • Ecommerce Manager • Senior Designer | Sep 2020 – Mar 2024

    1. Brand Identity & Creative Direction

    I established Shapes Design as a benchmark for minimal, Bauhaus-inspired home decor. This wasn’t just about selling objects; it was about curating a complete visual philosophy.

    • Brand DNA: Designed the core logo (Triangle, Circle, Square) and a unified graphic system for the EU and UK markets.
    • Product Development: Led the conceptualisation and manufacturing of multiple geometric art and furniture collections.
    • Graphic Design: Created all brand collateral, from high-fidelity textures to digital social assets and editorial layouts.

    2. High-Performance E-commerce Engine

    ⚙️ The Tech Stack

    Architected and launched multi-lingual storefronts across WordPress (WooCommerce) and Shopify, ensuring a seamless user experience across the UK, Italy, and Europe.

    Frictionless UX

    Implemented a rigorous UX/UI methodology that prioritised clarity. This data-driven redesign resulted in a **50% reduction in user support inquiries** and a significant boast in conversion rates.

    Shapes Design UI

    3. Marketing Automation & Content Scaling

    Growth was never accidental. I built a system that scaled through advanced automation and human-centric messaging.

    Social Growth Hacking

    Used advanced automation (JARVEE) to manage niche communities at scale, driving organic engagement and high-intent traffic without traditional ad spend.

    Klaviyo & Retention

    Architected complex email flows and retention campaigns, turning one-time buyers into loyal brand advocates through personalised storytelling.

    Affiliate & SEO

    Managed affiliate networks and implemented long-tail SEO strategies to maintain a high “Organic Search” presence for minimalist keyword clusters.

    4. Operational Excellence & Strategic Management

    Beyond design, I managed the business from the ground up, ensuring financial viability and supply chain resilience.

    • Business Setup & Funding: Managed the initial setup and secondary funding rounds to sustain studio operations and growth.
    • Legacy Relationships: Negotiated supplier contracts and sourcing strategies for high-quality sustainable materials.
    • Logistics: Built the inventory management and delivery system for a complex international supply chain (UK ↔ EU).
    • Pricing Strategy: Developed a tiered pricing model that balanced brand prestige with aggressive market competitiveness.

    Exploring the Collections

    Stay tuned for deep dives into my specific geometric and furniture design projects.

    Project Showcase Coming Soon

  • Gen AI Prompt Engineering & Response Validation: Outlier

    Outlier

    Gen AI Prompt Analyser | Remote | Sep 2023 – Present

    1. Refining the Frontier of Intelligence

    As an AI Prompt Analyser, I work at the intersection of linguistic nuance and machine learning, ensuring model outputs are safe, factual, and optimally aligned.

    • Response Ranking: Critically analysed and ranked model responses based on rigorous metrics of factuality, relevance, and semantic accuracy.
    • Iterative Prompt Engineering: Wrote and rewrote complex prompts to pressure-test model limitations and identify paths for alignment and safety improvements.
    • Fact-Checking & Research: Conducted deep research to verify the accuracy of AI-generated content, mitigating hallucination risks and strengthening reliability.
    Gen AI Prompt Engineering Analysis

    2. Collaboration & Best Practices

    Technical Synergy

    Collaborated with software engineering and product teams to codify best practices for AI-driven documentation, streamlining development pipelines.

    Usability Analysis

    Evaluated the user-facing clarity and utility of prompt-response cycles, ensuring that AI tools provide actionable and intuitive value to end-users.

    Shaping the Future

    My tenure at Outlier represents a commitment to the safe and effective evolution of Generative AI, leveraging my technical communication roots to build more trustworthy machines.

  • Technical Documentation for the Machinery Industry: My Time at Technolab

    Technolab

    Technical Documentation Specialist | Mar 2024 – Present

    1. The Mission: Bridging Engineering and Communication

    Joined in March 2024, my role at Technolab (a specialized technical communication agency) was to act as the primary link between complex engineering systems and the end-users who operate them.

    • Objective: Transform high-level technical specifications into clear, intuitive, and safety-compliant manuals.
    • Focus: Industrial machinery, automation systems, and consumer appliances across the EU and UK markets.

    2. Key Achievements & Impact

    30% Process Optimization

    Within my first four months, I implemented a new methodology for content creation and editing that slashed project turnaround times by 30% while actually increasing the accuracy of the technical data.

    ⚖️ Regulatory Champion

    Ensured every manual complied strictly with the EU Machinery Directive 2006/42/EC and Health & Safety regulations, safeguarding both the company and the user.

    Multilingual Management

    Managed the production and localization of instructional content in both English and Italian, maintaining a consistent voice across different languages.

    3. The Technical Approach (The “How”)

    I didn’t just write text; I designed the information. My workflow included:

    3D Visual Documentation

    Leveraging Solidworks Composer and Adobe Illustrator to create exploded-view drawings and 3D product visualisations. This reduced user reliance on text and made troubleshooting more visual.

    Data-Driven Authoring

    Using proprietary Technical Data Management Systems (TDMS/EDMS) to manage complex product layouts and ensures editorial standards were met at scale.

    Collaborative Interfacing

    Frequent deep-dives with Engineers and Subject Matter Experts (SMEs) to translate raw technical data into “consumer-friendly” language.

    4. The Toolkit Used

    • Authoring: Adobe InDesign, MS Word, FrameMaker, Markdown
    • Visuals: Adobe Illustrator, Solidworks Composer, Acrobat Pro
    • Management: TDMS, CCMS platforms, Jira for project tracking
    Documentation Sample

    Project Showcase

    View Project Placeholder A →

  • Creating Self-explanatory product views

    Developed visually appealing designs that communicated core messages effectively, boosting audience engagement.

  • Streamlining Team Workflows

    Implemented new tools and practices that improved efficiency across teams, resulting in a 20% increase in productivity.

  • Revamping User Manuals

    Designed clear and concise user manuals to enhance customer understanding and engagement, improving overall satisfaction ratings.

  • Bringing Science to Life Through Demonstrations

    In collaboration with the Senior Technician, I prepared and conducted Physics and Chemistry demonstrations—including Acceleration, Waves, and Distillation. These hands-on sessions aligned with AQA Required Practicals and helped students grasp complex concepts through real-world applications.

  • Developing the Health & Safety policy of the DT department

    As a member of the Health and Safety Committee, I conducted annual checks throughout the academy. From signage updates to equipment inspections, I ensured compliance and safety in both the DT and Science departments. It’s a responsibility I take seriously, knowing it impacts every student and staff member.

  • Unused School Equipment into Revenue

    By auditing and organizing the DT department’s inventory, I identified unused equipment and coordinated its sale—generating around £4,000 in revenue. This project not only freed up space but also funded new resources, demonstrating how strategic thinking can lead to tangible benefits.

  • DT Clubs: From 3D Printing to Race Car Competitions

    Running DT Clubs has been one of the most exciting parts of my role. Last year, I led a 3D printing club, and this year I’m guiding KS3 students through a race car design challenge using various technologies and materials. The project ends with a thrilling competition day—an unforgettable experience for everyone involved.