Selected work
Enterprise delivery across AI, blockchain, product management, and UX design. Each project shaped by real constraints, real users, and real outcomes.
Retail / Procurement2024 - Present
Ahold Delhaize
NFR Procurement UX Optimisation
The challenge
The Not for Resale team at Ahold Delhaize needed to optimise their intake-to-procure processes and user onboarding across multiple enterprise platforms including Coupa, Concur, Zycus, OneStream, and Apptio. Users needed practical support to get acquainted with complex, multi-platform processes, and the experience had to be tailored to how the NFR team works within procurement governance.
Key contributions
Mapped and redesigned user journeys across five enterprise procurement platforms
Developed platform content strategy aligned with buying policies
Created Synthesia-based onboarding video content for platform adoption
Led Agile delivery and instructional design for training materials
Aligned UX improvements with existing procurement governance
Outcomes
Improved platform adoption through clearer user journeys
Reduced friction in intake-to-procure workflows
Onboarding content now used as standard training across the NFR team
Enterprise AI / Governance2024 - Present
DOME
Governance-Driven AI Tools
The challenge
Regulated enterprises need AI tools that work within compliance boundaries, but most off-the-shelf solutions lack governance features. DOME was built as a self-initiated venture to prove that governance-driven AI can be practical, useful, and production-ready.
Key contributions
Designed, built, and deployed four production AI tools independently
Architected multi-LLM integration across Claude, OpenAI, and Gemini APIs
Built with Next.js, Supabase, Vercel, Railway, Redis, and Upstash
Implemented governance validation and audit logging across all tools
Managed full product lifecycle from concept to live deployment
Outcomes
Four tools live and serving real users at domelayer.com
Demonstrates full-stack product ownership beyond consulting
Process Analyzer, LLM Council, Data Intelligence, and Document Intelligence all in production
Built entirely using Claude Code and Cursor, showcasing modern AI-assisted development
Inbound Marketing / CRM2023
Exelab
HubSpot Marketplace Apps
The challenge
Exelab, a HubSpot Diamond Partner, needed to rapidly expand their presence on the HubSpot Marketplace while delivering a custom Twilio integration for CRM and communication automation. The challenge was managing the full product lifecycle of 12 simultaneous app launches.
Key contributions
Managed end-to-end product lifecycle for 12 marketplace applications
Defined product roadmaps and prioritised feature development
Led Agile delivery across multiple concurrent app projects
Integrated Twilio partnership for CRM communication automation
Coordinated between development, design, and HubSpot certification teams
Outcomes
12 apps successfully launched on the HubSpot Marketplace
Custom Twilio integration delivered and adopted by clients
Established repeatable product launch process for future apps
Retail / Supply Chain2018 - 2022
Albert Heijn
Blockchain Traceability Platform
The challenge
Albert Heijn needed a way for consumers to trace the full provenance of products on their shelves. The solution required a blockchain-powered platform with both a B2B backend for managing large-scale production data and a consumer-facing interface accessible via QR codes on packaging.
Key contributions
Led UX/UI design for both B2B and B2C interfaces
Designed the consumer-facing QR code scanning experience
Built and maintained the design system across the platform
Collaborated across cross-functional teams in the Netherlands, UK, and Ukraine
Defined user flows for supply chain data entry and verification
Outcomes
Platform launched and adopted across Albert Heijn stores
Awarded internally by Albert Heijn for project excellence
Consumers gained full transparency into product supply chains
Established a reusable design system for future traceability projects