Founding designer from early-stage startup to series A

Designed from the ground-up. Taking the product from an expert marketplace to a complete enterprise-grade community platform


  • Creative Direction
  • Product Design
  • Design Systems
  • Front-End Development


  • Figma
  • Whimsical
  • Tailwind CSS
  • Sass

Zapnito is a platform for creating expert communities, which promote thought leadership and foster collaboration, connecting brands with their customers to build engagement and trust.

I joined Zapnito in 2015 as their founding designer. In that time I oversaw all things design, crafting the product from an expert marketplace to an enterprise community platform.


While information was everywhere, finding trusted expert knowledge was a headache, often lost in the noise of social media. Brands everywhere were finding that overwhelmed customers were switching off.


Zapnito was created to help brands connect their customers with their experts. Brands can create communities centred around their areas of expertise, inviting their experts to contribute. Customers can join these communities to interact with the experts, ask questions, and gain a deeper understanding of the topics that interest them. This direct interaction builds trust and engagement, strengthening the relationship between the brand and its customers.

Zapnito platform screens
Zapnito messaging
Zapnito video panels


As the founding designer, I was instrumental in taking the product from zero to one. This involved shaping the user interface, defining the user experience, and ensuring that the product was both visually appealing and intuitive to use. I worked closely with engineering, product and customer success teams at every step of the process, from initial discovery to final product.

Jellyfish Design System
Jellyfish variables
Jellyfish docs

To ensure visual cohesion and meet customer branding requirements, a design system was created. Recognising the need for a flexible yet consistent visual language that could be customised according to each brand's unique identity, I utilised design tokens and a custom theme architecture built in Sass.

Design tokens enabled the definition of core design attributes, such as colours, typography, and spacing, in a way that could be easily adjusted according to the specific branding of each customer. The theme architecture allowed these tokens to be applied systematically across the platform, providing a consistent user experience while maintaining each customer's unique visual identity.

vs Horizon Forum
The design system can be themed to customers' requirements
Springer Nature Communities
NPSx Community
Springer Nature Communities
Karger DermaUniverse