Challenge
RoadmapHero started as an idea: an AI-powered tool to help product teams organise, prioritise, and communicate their work. There was no existing product, visual identity, or system in place. The challenge was to shape everything — from defining how it should look and feel, to how it should work across mobile and desktop — all while collaborating closely with the founding team to launch the MVP.
Results
Working from a blank slate, I led the design across every layer of the product:
Brand & Identity: Created the name, logo, colour system, and tone of voice — establishing a visual and emotional foundation that speaks to modern product teams.
Design System: Built an atomic design system to support rapid iteration and maintain consistency across components, flows, and platforms.
Landing Page: Designed a high-converting landing page to communicate the product’s value with clarity and confidence.
Product Design: Conducted research and competitive benchmarking to inform key UX decisions, then prototyped and refined major flows — onboarding, settings, focus mode, and mobile experience.
Cross-Platform: Designed for both desktop and mobile with adaptive layouts, ensuring usability at every touchpoint.
This work laid the foundation for a coherent, flexible MVP — ready to evolve with the team’s vision and users’ needs.
70%
+1200
90%
