How I got here.
Ten years delighting the public.
Learning how to move people.
Honed my intuition to know what people want.
Streets, pubs, weddings, and birthdays — a decade of entertaining strangers. It's amazing what people will tell you when you listen, and how you can make someone's day with a moment of delight.
Anything we requested, he sang… From the old to the young, he had us all singing along — now that's a talent.
He played requests quickly and our son was thrilled to hear his favorites live by an incredible artist.
He read the room perfectly and got the party started, and kept the energy and vibe going.
SetLink
a two-sided product born on stageThe shipped audience side, live on the page. Vote a song up, pull the tray, search the setlist — it runs the same room the product does.
Go deeper — the SetLink case study
Research, flows, and the full two-sided design story.
Fuel Prediction
a full end-to-end AI pricing toolSetLink opened the door.
I showed In Time Tec what I'd built — and joined a team of developers in India as the UX designer, running the full research and design of an AI fuel-pricing tool for 420 stations.
SetLink → In Time Tec → AI Fuel Prediction Tool · full research & design
Go deeper — the Fuel Flow case study
The research, the AI model UX, and the pricing workflow.
Mens en Relatie
old system → n8n → Zoho → a bespoke workspaceFrom a busy CRM to a system built only for them.
Mens en Relatie ran on an old system. I brought in n8n to automate their pipeline and set up Zoho as their CRM — but Zoho was too busy and cumbersome for the team. So I designed a lightweight skin over it, laying the foundation for a bespoke management system built only for them: the Matchmaker Workspace.
old system → n8n automation → Zoho CRM → lightweight skin → bespoke system
Go deeper — the Mens en Relatie case study
Automation, CRM integration, and the bespoke workspace.
Why internal tools
where the trajectory changedCOVID changed what I wanted to build.
In my early twenties I was back in Ireland, working at Joevany — a retail job I got because the owner liked the music I played outside his store. Retail taught me the front of the house: how trust gets built before a transaction, how people actually decide, and how much of it is rapport.
Then the pandemic pushed every small business around me into digital territory they hadn't chosen. I could see what they were missing, so I founded YSIOS and started helping them — design, content, and the systems behind it.
That is where it turned. I stopped wanting to make things people look at, and started wanting to fix the systems people work in — the software a team opens at nine and closes at six, where the quality of their day actually lives, and which almost nobody designed.