About me

After a 7-year startup journey, I took a break to re-energise and take my career into a new direction. Why the change?

• I’m excited to grow my skillset in larger design teams, within a larger organisation and a culture focused on collaboration.
• I’ve been working remotely for 5 years. It’s time to join a local team, in an office, with real-life human interaction ☺️
• Personally, I wanted to make up for lost time with my family after living abroad for more than 8 years, and focus on a few personal projects.
• I moved from Sydney to Melbourne to enjoy a lifestyle that makes me feel more at-home.

As Head of Design, I recruited Tapi’s inaugural UI/UX design team, tailored to the environment of a dynamic, fast-paced tech startup.

We delivered a range of projects that helped grow the customer base, increase user satisfaction and expand revenue streams, including:

• launching new B2B2C products like landlord insurance and a buy-now-pay-later (BNPL) service
• designing Tapi’s first B2C mobile app targeting a new audience of end users
• managing a comprehensive design overhaul by establishing a versatile design system and revamping Tapi’s entire UI, positioning the platform for growth at scale
• introducing a refreshed web app interface, ensuring more intuitive navigation and faster access to core features

As founders of Tapi, we’ve created a foundational ethos of user-centricity and strong cross-team collaboration. Upholding those values, I’ve led my design team by emphasising user research and gathering invaluable feedback from stakeholders in our growing sales, customer success, product management and engineering teams.

As a co-founder of Tapi and its Head of Product, I led the product vision and strategy from our first MVP servicing six early adopters, then growing in New Zealand and finally expanding into Australia.

During this time, I’ve aligned the product development to our business goals, collaborating closely with my co-founders and adhering to guidance from our board.

• Instilled UX as a core value in our team’s decision making
• Built a roadmap that adeptly balanced user requests with long-term business objectives
• Ensured stakeholders inclusion via internal feedback processes while the team kept expanding
• Continuously improved our NPS and other key growth metrics

While riding the startup journey through multiple investment rounds and frequent changes, Tapi’s diverse user base presented a unique challenge. We ultimately achieved product-market fit by building a product roadmap that was attractive to managers in real estate agencies, achieved high user satisfaction with their agents and admin staff, all while making tenants, landlords and trade contractors happy when interacting with our platform.

Tapi helps property managers provide a world-class maintenance experience for landlords and tenants.

When I co-founded Tapi while living in New Zealand, we set out to build a SaaS platform that makes property maintenance simple, streamlined and transparent. Today, the platform has grown into a complete ecosystem, integrating products like landlord insurance and financing services with an innovative, digital-first approach.

The pace at which Tapi is leading the industry has brought it closer than ever to achieving our vision of a Property Care Platform, empowering property managers, owners, tradies and tenants to better care for the properties they manage, own and live in.

Being part of Tapi’s leadership team, I’ve been lucky to grow my skillset alongside experienced colleagues, including our CPO Regan Whitehead, our CTO Chad Graybeal, as well as my co-founders Tal Meser and Taylor Coleman.

I walked a windy path between the analogue and digital world:

• I coded my high school’s website,
• designed (and managed) my high school magazine,
• applied those skills to my graduation yearbook,
• joined the yearbook printing company for a media design apprenticeship,
• redesigned a backend interface for a Siemens contractor,
• studied print and media technologies,
• built an online shop for a sustainable printing company and
• designed/coded marketing and ecommerce websites with my co-founder Tal.