Hi. I'm Blaine
Welcome to my portfolio, a showcase of my work over the years. This site offers a high-level overview of my projects, with limited details on specific ones due to confidentiality
Toucan is the most ambitious and technically demanding product I’ve built to date. It is a fully AI-powered family assistant that lives entirely within WhatsApp, helping busy parents turn event invitations, school flyers and gift ideas into organised calendars and shareable wishlists.
I designed, built and launched the entire product as a solo developer, using modern AI tooling to accelerate development while owning every aspect of the product, from concept to production.
- Brand identity, logo design and visual design system
- Marketing website design and development
- End-to-end product architecture and backend development
- AI-powered WhatsApp assistant capable of extracting structured data from text, images and PDFs
- Conversational onboarding, family management and workflow automation within WhatsApp
- Public Gift Nest wishlisting and anonymous reservation system
- Stripe subscriptions, billing and payment integration
- Internal admin platform for analytics, customer support, QA testing and marketing broadcasts
- Privacy-first infrastructure, automated calendar synchronisation and production deployment
I took the Dashboard from concept to market, driven by the need for a better way to extract insights across different areas of the Roblox platform. Now, it’s the central hub for all our Roblox data, helping both SuperAwesome’s clients and internal teams make more data-driven decisions. I had the unique opportunity to not only manage the product but also handle all the design and UX. Built with the latest tools in Figma, the dashboard features scalable, flexible design systems with easy switching between light and dark modes. It’s also a progressive web app that can run directly from the dock.
Creating brand-safe live events for the next generation, Game With Me is a platform designed for YouTubers and brands to engage with younger audiences in a safe environment. It allows players to sign up for a chance to join their favourite YouTuber in Roblox and play alongside them. The product offers several key features, including a robust parental consent system, YouTube integration for live streaming, and a custom-built Roblox experience and module for joining events. I was responsible for the entire product management process, developing go-to-market materials, and ensuring safety and compliance throughout the project.
Roblox Rewards
Roblox Rewards enables brands and creators to securely distribute Roblox avatar items to their fans through their own platforms. Players visit a website where they complete specific tasks to unlock UGC limited avatar items. After entering their Roblox usernames, they can claim their free items by visiting a designated Roblox experience. I managed the product, overseeing everything from producing 3D avatar assets and design systems to the final end-to-end designs. I also worked on the custom Roblox rewards module for unlocking items within the game.
Voxelypse Heavy Metal
Feeling inspired and eager to build something from scratch with voxels, I decided to dive into MagicaVoxel and create a brand called Voxelypse.
My goal was to experiment with designing a range of NFTs post-crash to better understand how the creative and technical aspects worked together.
It was a fun project, and I fully expected not to sell any NFTs.
HACK DAYS
PopJam Year In Review
With my focus being more on managing the success of PopJam, I don’t often get the chance to get my hands dirty with design or development. Understandably I relish the opportunity to actually create something myself and there is no better time than at hack days. Read all about how I go about planning and executing a successful project in just a day.
LEGO CONCEPT WORK
LEGO Navigation
A prototype introducing the LEGO clutch power and brand DNA into the user interface of lego.com. The goal was for it to be functional and delightful for children and adults.
LEGO PRODUCT
Bits and Bricks
Bits and Bricks is an interactive coding experience featuring awesome little LEGO robots called Bits. It was a creative collaboration between LEGO and UK agency Complete Control. As product manager I was responsible for agency selection, cross team alignment, UX and design direction, vision, KPIs and delivery. To date the game has been played over 1 million times and won Best Digital Design at the Sparkies. It is part of the London Curriculum and Hour of Code initiatives.
LATEST WRITINGS
10 Tips For Designing Great Digital Products For Kids
Kids are arguably the trickiest of audiences for product designers, we have no reference point except trawling our memories for what we were like at that age. I’ve been designing experiences for kids of all ages for over a decade and found there is surprisingly little information available online about designing for this audience. So I’ve decided to consolidate my 10 years of experience into this article should you need some pointers about creating digital experiences for the under 16s...
LEGO CASE STUDY
Faster development with LEAN UX
How we managed to create a new experience called LEGO Brickstream in a fraction of the time using best practices from Lean UX.
PAST PROJECT
Disney Junior Redesign
My last project at Disney was porting and redesigning the new Disney Junior website. The full delivery included Confluence style guides, image packs, high fidelity mockups for user testing and CMS implementation support.
Games Design
I have been very fortunate to have worked with some amazing people making awesome games over the years. I started off my career making flash games and then slowly moved towards managing the overall UX and design for some big brands like LEGO, Star Wars, Disney Princess and Disney Channel.
Star Wars Arcade
The BAFTA nominated Star Wars Arcade was one of my favourite projects to work on. The experience consisted of a main arcade hub where you could earn credits to customise your rooms, we then created multiple HTML5 games as mini arcade games you could launch from the hub. As design lead my role was to work closely with our external agency driving for consistent UI, Visual and UX design across all games in the arcade.
Evermoor High
Take part in quizzes, hunt for hidden items and complete quests to unlock the mysteries of Evermoor High. I particularly love the atmosphere and music in this isometric adventure game which really pushed the boundaries of HTML5. As design lead my role was to work closely with our external agency driving for consistent UX, design and UI.
Disney Projects
Interim Disney.co.uk homepage
An interim mobile responsive homepage was required to take advantage of the iOS 6 update, this added Disney to Safari's mobile bookmarks increasing mobile traffic substantially. I led the UX and design whilst overseeing all front-end and back-end deliverables from our agencies.
Disney UK newsletter
The official Disney.co.uk newsletter was redesigned and templated to allow for faster development and deployment. This cut down the whole process by 10 hours and allowed for more testing and usability refinement.
The newsletter template was shared with other local teams and rolled out in EMEA.
Disney Princess
I led the redesign and UX for the Princess website on the new Disney digital global platform. Our key focus was creating a character driven and immersive experience. The UK was the lead market and then the website was rolled out to EMEA.
The new website saw an increase in natural search rankings and an increase in dwell time.
Past Projects:
A showcase of other digital projects spanning over a decade. All work developed and designed by me unless stipulated.