Independent Designer · Brand · Product · UX
Twenty-six years in commercial kitchens. Left the work in 2024. Design is what I built next — and the four projects on this site are the record of that work, shipped to real users, iterated against real use.
I spotted the opportunity, built the site, and ran the business. Then I redesigned it from operational truth — not user research panels, but what I actually saw when real customers tried to use the original. Mobile-first, sage palette, compassionate language, pricing transparency.
First end-to-end UX project. I picked fintech because I wanted to learn the hardest domain. Personas, user flows, and design system are mine. The metrics in the original brief were class-project projections, not measured outcomes. Here's what I built — and what I'd do differently now.
Built an entire brand, live e-commerce site, and 238-page product system from scratch. Three complete identity rebrands — each iteration sharper. Currently live and generating sales. Real product, real customers, real iteration.
A booking and operations system for custom cake businesses — designed by someone who knows the industry from the inside. Smart intake with client history, complexity-weighted pricing, dual internal-and-client quote views, and a production grid that prioritizes by what actually matters. Live build in active iteration.
Twenty-six years in commercial kitchens. Left the work in 2024. Design is what I built next.
The four projects on this site are connected. Violet Wexley is the operations system I wrote out of the kitchen — the manual no one handed me on day one. Confection is the booking app I needed for a quarter-century and never had. Sheffield Grave Care is a service business I built, ran, and am rebuilding from what I learned operating it. CreditWise is a class project, shown honestly with what it got wrong.
The work isn't a portfolio of unrelated client projects. It's one person's record of building things, watching them break, and rebuilding from truth. The Inverse Method came out of that — not from a design school.
Available for full-time opportunities and freelance projects.
or email directly: sloaneindigo@proton.me
I spotted the opportunity, built the site, and ran the business. Then I redesigned it from operational truth — not user research panels, but what I actually saw when real customers tried to use the original. The biggest wins came from removing things, not adding them: fewer fields, fewer pages, fewer unanswered pricing questions.
First end-to-end UX project. I picked fintech because I wanted to learn the hardest domain — financial anxiety is real, trust is everything, and the design has to stay out of the user's way. The personas (Alex, Priya, Jordan), user flows, design system, and screens are all mine. The metrics in the original class deliverable were projections, not measured outcomes. Honest growth marker.
A booking and operations system for custom cake businesses — built by someone who knows the industry from the inside. Smart intake with client history, complexity-weighted pricing, dual internal-and-client quote views, and a production grid that prioritizes by what actually matters. Live build in active iteration.