👋 Hi, I'm Sarah,
Design & Research Lead
I start by asking the right questions, then let the answers shape the design.
Over the past decade I've worked on payroll software used by 1 in 6 New Zealanders, real-time tools for farmers in the field, and a safety app over a million Kiwis trust outdoors.
Christchurch, Aotearoa / New Zealand
Design in action
Customers Delegating to AI, One Job at a Time
D1–D5 gave Datapay a shared vocabulary for AI delegation. Customer validation told us where to start. Payroll consultants chose the winning job themselves, a two-sided workflow: customer self-service up front, AI mapping data in the backend for consultants to review.
Helping Farmers Thrive: Creating Their Essential App
Farmers were going back to paper notes because the app couldn't keep up with life in the paddock. I led the redesign of an offline-first mobile experience, taking app stickiness to 32.4%, a 17.5% year-on-year increase.
Growing FarmIQ's Design Team, Practice & Systems
A newly restructured team had no shared operating model to keep quality high while moving fast. I built a Design Team Charter, refreshed our customer understanding through JTBD, and led the shift to a governed multi-platform design system.
The App Keeping Kiwis Safe Outdoors
MSC's existing safety tool was outdated and underused. I facilitated a five-day Design Sprint and led the UX and UI, shipping an app that's since reached over 1 million users and was a Best Design Awards Finalist.
Kind words from colleagues & customers
“Sarah is laser focused on improving the customers' overall experience of the product, but she knows that won't be best served unless the whole team functions well. She has worked hard to improve collaboration within the Product Team, taking on extra work to ensure development always had what they needed. She tackles all problems with expertise, energy, and a great attitude.”
Todd White
Head of Product, FarmIQ
“Sarah uplifted how we did research at FarmIQ, and she made sure I was part of shaping it, not just delivering it. Working closely with her on our design principles, I grew more confident making my own calls. The work we did together raised the bar for design output across the whole product.”
Holly Feary
Senior Product Designer (I led) at FarmIQ
Behind the screens
👋 Hi, I'm Sarah, a design leader, researcher, systems thinker and problem-solver.
I've spent over a decade designing digital products, services, and systems across startups, SaaS, the public sector, and high-impact industries. I care deeply about products that make life easier for others, whether that's simplifying essential tasks, improving clarity, or removing cognitive load when it matters most.
Outside work, you'll usually find me outside tramping, riding one of my bicycles, making pottery, gardening, or hanging out with animals. 🥾🚴♀️⛰️
Some companies I've worked with
