Masa’s Portfolio — Lead UI/UX Designer

A few more about me

I’m a Lead UI/UX Designer with over 15 years of experience building digital products from early mobile apps to scalable enterprise design systems.

My career started in 2008, right when the iPhone 3G launched. I was designing first-generation iOS apps back when Android wasn’t even on most teams’ radar and there was no standard mobile design playbook. Over the past nearly two decades, I’ve evolved alongside the industry, moving seamlessly from early pixel craft to modern Figma workflows, complex data visualisation, and comprehensive Design Systems.

Over the last decade-plus in New Zealand, I’ve partnered with dozens of local businesses ranging from agile startups to enterprise giants. I’ve led design initiatives for many of the country’s most recognized apps and platforms—including The AA, Auckland Airport, Contact Energy, Southern Cross Travel Insurance, Silver Fern Farms, Smartly, and Farmlands.

Since 2008

Trusted by

Projects

Every project I deliver is a reflection of my commitment to quality, crafted to solve real problems and drive measurable outcomes.

Silver Fern Farms

Role: Lead Designer • 2018–2025

Scope: Long-Term Digital Transformation

Years: 2018–2025

Over an 8-year partnership with Silver Fern Farms, I led the end-to-end design transformation of their digital ecosystem, pioneering a user-centered approach to turn complex B2B and agricultural workflows into clean, intuitive products. I architected a unified 5-platform ecosystem, spanning mobile apps, web portals, and enterprise tools, backed by a multi-platform UI Design System. By facilitating strategic workshops with C-suite stakeholders and collaborating closely with cross-functional agile teams, I streamlined heavy manual operations into high-adoption self-service workflows that drastically reduced communication costs and elevated the daily digital experience for farmers, field reps, and global clients.

The ecosystem at a glance

Farmer Mobile App, Web Hub and Admin Portal: Real-time kill sheets, grading distribution, and daily farm schedules.

Store Stock Website, Calf Booking Platform and Animal Registration e-Form: High-volume livestock booking, automated tracking, and intuitive invoicing.

Global B2B Customer Portal: Self-service shipment tracking, market insights, and localized legal and marketing resources.

AEM Modular Website: A flexible, component-based CMS empowering marketing teams to publish dynamic campaigns independently.

Overview

The AA

Role: Lead Designer • 2018–2025

Scope: Long-Term Digital Transformation

Years: 2018–2025

In 2025, as Lead Designer, I led the launch of The AA NZ mobile app and laid the strategic foundation for the new AA corporate website. From the initial Agile kickstart workshop to final App Store release, I transformed core roadside assistance, membership management, and complex driver services into a unified digital experience. As part of this initiative, I optimized visual accessibility on top of AA’s established brand identity to maintain familiarity for long-time members, while building a flexible, themeless UI design system designed to seamlessly adapt to future brand refreshes.

Key leadership & execution

Designed practical, budget-friendly solutions under tight technical and timeline constraints.
Created a unified UI Design System across iOS, Android, and web.
Led executive workshops to turn complex requirements into clear interactive prototypes.
Simplified high-stress roadside requests into fast, one-tap actions.
Partnered closely with engineering and product teams to ensure high-fidelity releases.

Ecosystem highlights

Delivered a unified native app experience combining roadside assistance, digital membership, and driver benefits, built on a shared component architecture across mobile and web that significantly reduces long-term engineering overhead.

Overview

Contact Energy

Role: Lead Designer • 2018–2025

Scope: Long-Term Digital Transformation

I served as the UI Design Lead for the Contact Energy mobile app, driving the product from early brainstorm workshops through to initial production launch and ongoing continuous iteration. Leading both local in-house teams and external design talent, I established the aesthetic direction, designed the complete end-to-end UI, and built the foundational design system that powered Contact’s primary mobile channel.

Key leadership & execution

End-to-End Design Ownership & Continuous Iteration · Laid the Aesthetic Cornerstone & Visual Vision · Cross-Team Leadership & Design Mentorship · Tailored, User-Centered Dashboards

Ecosystem highlights

Designed a complete UI suite for onboarding, usage tracking, bill payments, and account management, featuring tailored dashboards that deliver clear, segment-specific energy insights. Also built a scalable UI Design System to streamline developer hand-offs and support ongoing app updates.

Overview

Auckland Airport

Role: Lead Designer • 2018–2025

Scope: Long-Term Digital Transformation

I served as UI Design Lead, shaping a clear digital experience from complex operational requirements and establishing scalable design foundations.

Ecosystem highlights

Designed a complete UI suite and component system that supported consistent delivery across high-traffic traveller experiences.

Smartly

Role: Lead Designer

Scope: Brand evolution and product ecosystem

During the critical initial two years of Smartpayroll’s major transition to Smartly, I served as Lead Designer driving the core digital vision. Leading the design team through agile workshops and rapid prototyping, I laid the operational and aesthetic groundwork for the entire ecosystem—shaping the Smartly Mobile App, the People Management Platform, and the primary Smartly Corporate Site.

Key leadership & strategic impact

Led the digital brand evolution into the modern Smartly platform.
Architected journeys across mobile, web, and HR portals.
Built a scalable UI Design System and component library.

Ecosystem highlights

Designed the initial UI/UX framework for the Smartly mobile app to enable fast, intuitive employee self-service, leave booking, and payslip access, while architecting the People Management web hub to position Smartly as an all-in-one HR solution. Alongside these platforms, I built a modern, high-converting corporate website with flexible layouts to support dynamic business growth.

Overview

Relab°

Role: Lead UI/UX Designer

Scope: Responsive platform and Design System

As a UI/UX Designer, I led the comprehensive visual and interface overhaul for Relab.co.nz across mobile and desktop platforms. I modernised their digital footprint by architecting an end-to-end responsive web experience and establishing a robust, modern UI Design System explicitly aligned with Relab’s updated brand tone and market positioning.

Key contributions

Redesigned desktop, tablet, and mobile experiences for quick property research.
Built a scalable production-ready Design System.
Refined property search and subscription onboarding.

Deliverables & impact

Delivered a complete responsive web design suite optimized for high-speed property data navigation, powered by a future-proof UI component library that streamlined developer hand-offs. This refreshed digital experience elevated Relab’s visual presence, repositioning it as a sleek, trustworthy, and modern real estate tech platform in New Zealand.

Overview

AMA

Role: Lead Designer

Scope: Digital product design