Created in algarve,
portugal
BASED IN sydney,
australia
UX/UI DESGINER
+ strategic ally
01
//Approach
Three Phases
//Approach
Three Phases
01
//Approach
Three Phases
Break it Down. Build it Better.
Every phase of my process is built to drive clarity, reduce friction, and deliver measurable results.
01
02
03
Discover and Define
I listen, learn, and align user needs with business goals.
Design and Iterate
I shape ideas into journeys through wireframes and prototypes.
Deliver and Refine
Deliver thoughtful work that adapts, scales, and delights.
Discover and Define
I listen, learn, and align user needs with business goals.
Design and Iterate
I shape ideas into journeys through wireframes and prototypes.
Deliver and Refine
Deliver thoughtful work that adapts, scales, and delights.
Discover and Define
I listen, learn, and align user needs with business goals.
Design and Iterate
I shape ideas into journeys through wireframes and prototypes.
Deliver and Refine
Deliver thoughtful work that adapts, scales, and delights.
02
//Portfolio
2023 - 2025
//Portfolio
2023 - 2025
02
//Portfolio
2023 - 2025
Latest
Projects
I thrive at transforming chaos into seamless experiences that make users say, ‘I wish I’d had this all along.’
03
//Who Am I
Since 1996
//Who Am I
Since 1996
03
//Who Am I
Since 1996
More About
me
More About
me
I live for slow mornings, sunshine, cuddly dogs, thoughtful conversations, and meals enjoyed where water meets trees.
I live for slow mornings, sunshine, cuddly dogs, thoughtful conversations, and meals enjoyed where water meets trees.
I live for slow mornings, sunshine, cuddly dogs, thoughtful conversations, and meals enjoyed where water meets trees.
I love exploring, from markets to magazines, apps to architecture, I study how things are designed and why.
That same curiosity shapes every experience of my life, driving how I uncover user needs and design new experiences.
05
//Experience
2019 - Present
//Experience
2019 - Present
05
//Experience
2019 - Present
EXPERIENCE
Ord Minnett
UX/UI Designer
2022 - Present
I led the end-to-end creation of a design system that drove consistency, speed, and cross-team adoption, powering initiatives such as: - A bond trading platform that scaled 40x to $1.6B FUM. - An internal CRM that gave advisers a unified client view. - A dashboard that helps advisers manage regulatory obligations and client relationships with confidence. I’ve partnered not only with Business Analysts and Developers, but also with State Managers, Branch Managers, Product Managers and teams across Compliance, Operations, and Marketing, navigating different priorities and expectations to deliver strong solutions. My designs don’t just improve usability, they empower advisers to focus on clients rather than admin, reduce operational friction, and accelerate product delivery.
Ord Minnett
UX/UI Designer
2022 - Present
I led the end-to-end creation of a design system that drove consistency, speed, and cross-team adoption, powering initiatives such as: - A bond trading platform that scaled 40x to $1.6B FUM. - An internal CRM that gave advisers a unified client view. - A dashboard that helps advisers manage regulatory obligations and client relationships with confidence. I’ve partnered not only with Business Analysts and Developers, but also with State Managers, Branch Managers, Product Managers and teams across Compliance, Operations, and Marketing, navigating different priorities and expectations to deliver strong solutions. My designs don’t just improve usability, they empower advisers to focus on clients rather than admin, reduce operational friction, and accelerate product delivery.
Ord Minnett
UX/UI Designer
2022 - Present
I led the end-to-end creation of a design system that drove consistency, speed, and cross-team adoption, powering initiatives such as: - A bond trading platform that scaled 40x to $1.6B FUM. - An internal CRM that gave advisers a unified client view. - A dashboard that helps advisers manage regulatory obligations and client relationships with confidence. I’ve partnered not only with Business Analysts and Developers, but also with State Managers, Branch Managers, Product Managers and teams across Compliance, Operations, and Marketing, navigating different priorities and expectations to deliver strong solutions. My designs don’t just improve usability, they empower advisers to focus on clients rather than admin, reduce operational friction, and accelerate product delivery.
See You Soon
UX/UI Designer & Marketing Expert
2019 - 2022
Led the website redesign and created a full suite of marketing assets, improving UX, modernising the brand, and supporting multi-channel campaigns.
See You Soon
UX/UI Designer & Marketing Expert
2019 - 2022
Led the website redesign and created a full suite of marketing assets, improving UX, modernising the brand, and supporting multi-channel campaigns.
See You Soon
UX/UI Designer & Marketing Expert
2019 - 2022
Led the website redesign and created a full suite of marketing assets, improving UX, modernising the brand, and supporting multi-channel campaigns.
011
//Testimonial
Voices
INSIGHTS
FROM MY managers
Rina Chai
Experience Design & Strategy Lead
Sofia's development of a new Figma design library has streamlined mockup and prototype creation, leading to faster handovers and improved team efficiency. Her enhancements in capturing design requirements in Jira have reduced errors and boosted development time. Sofia's proactive, improvement-oriented mindset fosters inclusive communication, transparency, and collaboration, greatly benefiting team productivity. Her initiative and commitment to excellence are evident in her work.
Joseph Stuart
Head of IT & Business Applications
Sofia is always very keen to work collaboratively with others to achieve the best results possible. She is engaged in all discussions and always makes an effort to listen to and build relationships with others. She enjoys learning about what other staff do in their roles and this ultimately helps her understand at a deeper level how to achieve excellency in design deliverables. She is very consistent with meeting deadlines, whether determined by the sprint objectives or through her own self-imposed deadlines. She always operates with the client’s best interests forefront in her approach. Her high contribution is a large reason for the recognition we have received as a team.
Cláudia Santos
Founder
Sofia seamlessly integrated into our team, quickly adapting to our company's rhythm and culture. Her ability to identify and solve problems with initiative and creativity has been invaluable. Sofia consistently demonstrates exceptional organisational skills, ensuring that projects are managed efficiently and effectively. Her keen eye for detail and commitment to user-centric design have greatly enhanced our product's usability and aesthetic appeal. Sofia's collaborative spirit and proactive approach make her a highly valued member of our team.
//Testimonial
Voices
INSIGHTS
FROM MY managers
Rina Chai
Experience Design & Strategy Lead
Sofia's development of a new Figma design library has streamlined mockup and prototype creation, leading to faster handovers and improved team efficiency. Her enhancements in capturing design requirements in Jira have reduced errors and boosted development time. Sofia's proactive, improvement-oriented mindset fosters inclusive communication, transparency, and collaboration, greatly benefiting team productivity. Her initiative and commitment to excellence are evident in her work.
Joseph Stuart
Head of IT & Business Applications
Sofia is always very keen to work collaboratively with others to achieve the best results possible. She is engaged in all discussions and always makes an effort to listen to and build relationships with others. She enjoys learning about what other staff do in their roles and this ultimately helps her understand at a deeper level how to achieve excellency in design deliverables. She is very consistent with meeting deadlines, whether determined by the sprint objectives or through her own self-imposed deadlines. She always operates with the client’s best interests forefront in her approach. Her high contribution is a large reason for the recognition we have received as a team.
Cláudia Santos
Founder
Sofia seamlessly integrated into our team, quickly adapting to our company's rhythm and culture. Her ability to identify and solve problems with initiative and creativity has been invaluable. Sofia consistently demonstrates exceptional organisational skills, ensuring that projects are managed efficiently and effectively. Her keen eye for detail and commitment to user-centric design have greatly enhanced our product's usability and aesthetic appeal. Sofia's collaborative spirit and proactive approach make her a highly valued member of our team.
Rina Chai
Experience Design & Strategy Lead
Sofia's development of a new Figma design library has streamlined mockup and prototype creation, leading to faster handovers and improved team efficiency. Her enhancements in capturing design requirements in Jira have reduced errors and boosted development time. Sofia's proactive, improvement-oriented mindset fosters inclusive communication, transparency, and collaboration, greatly benefiting team productivity. Her initiative and commitment to excellence are evident in her work.
Joseph Stuart
Head of IT & Business Applications
Sofia is always very keen to work collaboratively with others to achieve the best results possible. She is engaged in all discussions and always makes an effort to listen to and build relationships with others. She enjoys learning about what other staff do in their roles and this ultimately helps her understand at a deeper level how to achieve excellency in design deliverables. She is very consistent with meeting deadlines, whether determined by the sprint objectives or through her own self-imposed deadlines. She always operates with the client’s best interests forefront in her approach. Her high contribution is a large reason for the recognition we have received as a team.
Cláudia Santos
Founder
Sofia seamlessly integrated into our team, quickly adapting to our company's rhythm and culture. Her ability to identify and solve problems with initiative and creativity has been invaluable. Sofia consistently demonstrates exceptional organisational skills, ensuring that projects are managed efficiently and effectively. Her keen eye for detail and commitment to user-centric design have greatly enhanced our product's usability and aesthetic appeal. Sofia's collaborative spirit and proactive approach make her a highly valued member of our team.
Rina Chai
Experience Design & Strategy Lead
Sofia's development of a new Figma design library has streamlined mockup and prototype creation, leading to faster handovers and improved team efficiency. Her enhancements in capturing design requirements in Jira have reduced errors and boosted development time. Sofia's proactive, improvement-oriented mindset fosters inclusive communication, transparency, and collaboration, greatly benefiting team productivity. Her initiative and commitment to excellence are evident in her work.
Joseph Stuart
Head of IT & Business Applications
Sofia is always very keen to work collaboratively with others to achieve the best results possible. She is engaged in all discussions and always makes an effort to listen to and build relationships with others. She enjoys learning about what other staff do in their roles and this ultimately helps her understand at a deeper level how to achieve excellency in design deliverables. She is very consistent with meeting deadlines, whether determined by the sprint objectives or through her own self-imposed deadlines. She always operates with the client’s best interests forefront in her approach. Her high contribution is a large reason for the recognition we have received as a team.
Cláudia Santos
Founder
Sofia seamlessly integrated into our team, quickly adapting to our company's rhythm and culture. Her ability to identify and solve problems with initiative and creativity has been invaluable. Sofia consistently demonstrates exceptional organisational skills, ensuring that projects are managed efficiently and effectively. Her keen eye for detail and commitment to user-centric design have greatly enhanced our product's usability and aesthetic appeal. Sofia's collaborative spirit and proactive approach make her a highly valued member of our team.
Rina Chai
Experience Design & Strategy Lead
Sofia's development of a new Figma design library has streamlined mockup and prototype creation, leading to faster handovers and improved team efficiency. Her enhancements in capturing design requirements in Jira have reduced errors and boosted development time. Sofia's proactive, improvement-oriented mindset fosters inclusive communication, transparency, and collaboration, greatly benefiting team productivity. Her initiative and commitment to excellence are evident in her work.
Joseph Stuart
Head of IT & Business Applications
Sofia is always very keen to work collaboratively with others to achieve the best results possible. She is engaged in all discussions and always makes an effort to listen to and build relationships with others. She enjoys learning about what other staff do in their roles and this ultimately helps her understand at a deeper level how to achieve excellency in design deliverables. She is very consistent with meeting deadlines, whether determined by the sprint objectives or through her own self-imposed deadlines. She always operates with the client’s best interests forefront in her approach. Her high contribution is a large reason for the recognition we have received as a team.
Cláudia Santos
Founder
Sofia seamlessly integrated into our team, quickly adapting to our company's rhythm and culture. Her ability to identify and solve problems with initiative and creativity has been invaluable. Sofia consistently demonstrates exceptional organisational skills, ensuring that projects are managed efficiently and effectively. Her keen eye for detail and commitment to user-centric design have greatly enhanced our product's usability and aesthetic appeal. Sofia's collaborative spirit and proactive approach make her a highly valued member of our team.