Selected work

Enterprise delivery across AI, blockchain, product management, and UX design. Each project shaped by real constraints, real users, and real outcomes.

Retail / Supply Chain2018 - 2022

Albert Heijn

Blockchain Traceability Platform

The challenge

Albert Heijn needed a way for consumers to trace the full provenance of products on their shelves. The solution required a blockchain-powered platform with both a B2B backend for managing large-scale production data and a consumer-facing interface accessible via QR codes on packaging.

Key contributions

Led UX/UI design for both B2B and B2C interfaces

Designed the consumer-facing QR code scanning experience

Built and maintained the design system across the platform

Collaborated across cross-functional teams in the Netherlands, UK, and Ukraine

Defined user flows for supply chain data entry and verification

Outcomes

Platform launched and adopted across Albert Heijn stores

Awarded internally by Albert Heijn for project excellence

Consumers gained full transparency into product supply chains

Established a reusable design system for future traceability projects

Retail / Procurement2024 - Present

Ahold Delhaize

NFR Procurement UX Optimisation

The challenge

The Not for Resale team at Ahold Delhaize needed to optimise their intake-to-procure processes across multiple enterprise platforms including Coupa, Concur, Zycus, OneStream, and Apptio. Platform adoption was low and users found the buying workflows confusing.

Key contributions

Mapped and redesigned user journeys across five enterprise procurement platforms

Developed platform content strategy aligned with buying policies

Created Synthesia-based onboarding video content for platform adoption

Led Agile delivery and instructional design for training materials

Aligned UX improvements with existing procurement governance

Outcomes

Improved platform adoption through clearer user journeys

Reduced friction in intake-to-procure workflows

Onboarding content now used as standard training across the NFR team

Inbound Marketing / CRM2023

Exelab

HubSpot Marketplace Apps

The challenge

Exelab, a HubSpot Diamond Partner, needed to rapidly expand their presence on the HubSpot Marketplace while delivering a custom Twilio integration for CRM and communication automation. The challenge was managing the full product lifecycle of 12 simultaneous app launches.

Key contributions

Managed end-to-end product lifecycle for 12 marketplace applications

Defined product roadmaps and prioritised feature development

Led Agile delivery across multiple concurrent app projects

Integrated Twilio partnership for CRM communication automation

Coordinated between development, design, and HubSpot certification teams

Outcomes

12 apps successfully launched on the HubSpot Marketplace

Custom Twilio integration delivered and adopted by clients

Established repeatable product launch process for future apps

Enterprise AI / Governance2024 - Present

DOME

Governance-Driven AI Tools

The challenge

Regulated enterprises need AI tools that work within compliance boundaries, but most off-the-shelf solutions lack governance features. DOME was built as a self-initiated venture to prove that governance-driven AI can be practical, useful, and production-ready.

Key contributions

Designed, built, and deployed four production AI tools independently

Architected multi-LLM integration across Claude, OpenAI, and Gemini APIs

Built with Next.js, Supabase, Vercel, Railway, Redis, and Upstash

Implemented governance validation and audit logging across all tools

Managed full product lifecycle from concept to live deployment

Outcomes

Four tools live and serving real users at domelayer.com

Demonstrates full-stack product ownership beyond consulting

Process Analyzer, LLM Council, Data Intelligence, and Document Intelligence all in production

Built entirely using Claude Code and Cursor, showcasing modern AI-assisted development

Ready to move your product forward?

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