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Hi, I'm Fed

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About

Hi, I'm Fed

Selected Work

About

Hi, I'm Fed

Selected Work

About

Senior Product Designer.

Complex products, calm interfaces.

I design for operators under pressure: where B2B complexity meets real-time service and a single mistake costs real money.

Fifteen years across product, web, graphic and brand design; the last four in B2B SaaS for hospitality (SevenRooms, Dojo).

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The Availability Arc

Multi-phase rebuild of availability system, turning a fragmented, support-heavy setup into a reusable foundation for automation and AI-native availability.

Company

SevenRooms

Impact

• Reduced availability tickets by ~44% • Increased Google Reserve activation from 23% to 68% • Increased prepayment adoption to 20%

Reduce No-Shows by introducing payments

Designed Dojo RMS's first payment feature, deposits and card-on-file policies that protect venues without feeling punitive to guests.

Company

Dojo

Impact

Captured £296k+ in deposits across 31,932 transactions in the initial rollout, with self-service setup across venues.

Streamline Operations

Shipped floor plan features at two companies; 0>1 (Dojo, web parity (SevenRooms) each designed around the same tension: setup, service, and training are three different jobs sharing one interface.

Company

Dojo/SevenRooms

Impact

Grew Dojo's FOH to 89 active locations beta with week-on-week growth in seated parties; unlock self-serve onboarding for SevenRooms.

The Availability Arc

Multi-phase rebuild of availability system, turning a fragmented, support-heavy setup into a reusable foundation for automation and AI-native availability.

Company

SevenRooms

Impact

• Reduced availability tickets by ~44% • Increased Google Reserve activation from 23% to 68% • Increased prepayment adoption to 7%

Reduce No-Shows by introducing payments

Designed Dojo RMS's first payment feature, deposits and card-on-file policies that protect venues without feeling punitive to guests.

Company

Dojo

Impact

Captured £296k+ in deposits across 31,932 transactions in the initial rollout, with self-service setup across venues.

Streamline Operations

Shipped floor plan features at two companies; 0>1 (Dojo, web parity (SevenRooms) each designed around the same tension: setup, service, and training are three different jobs sharing one interface.

Company

Dojo/SevenRooms

Impact

Grew Dojo's FOH to 89 active locations beta with week-on-week growth in seated parties; unlock self-serve onboarding for SevenRooms.

The Availability Arc

Multi-phase rebuild of availability system, turning a fragmented, support-heavy setup into a reusable foundation for automation and AI-native availability.

Company

SevenRooms

Impact

• Reduced availability tickets by ~44% • Increased Google Reserve activation from 23% to 68% • Increased prepayment adoption to 7%

Reduce No-Shows by introducing payments

Designed Dojo RMS's first payment feature, deposits and card-on-file policies that protect venues without feeling punitive to guests.

Company

Dojo

Impact

Captured £296k+ in deposits across 31,932 transactions in the initial rollout, with self-service setup across venues.

Streamline Operations

Shipped floor plan features at two companies; 0>1 (Dojo, web parity (SevenRooms) each designed around the same tension: setup, service, and training are three different jobs sharing one interface.

Company

Dojo/SevenRooms

Impact

Grew Dojo's FOH to 89 active locations beta with week-on-week growth in seated parties; unlock self-serve onboarding for SevenRooms.

The Availability Arc

Multi-phase rebuild of availability system, turning a fragmented, support-heavy setup into a reusable foundation for automation and AI-native availability.

Company

SevenRooms

Impact

• Reduced availability tickets by ~44% • Increased Google Reserve activation from 23% to 68% • Increased prepayment adoption to 20%

Reduce No-Shows by introducing payments

Designed Dojo RMS's first payment feature, deposits and card-on-file policies that protect venues without feeling punitive to guests.

Company

Dojo

Impact

Captured £296k+ in deposits across 31,932 transactions in the initial rollout, with self-service setup across venues.

Streamline Operations

Shipped floor plan features at two companies; 0>1 (Dojo, web parity (SevenRooms) each designed around the same tension: setup, service, and training are three different jobs sharing one interface.

Company

Dojo/SevenRooms

Impact

Grew Dojo's FOH to 89 active locations beta with week-on-week growth in seated parties; unlock self-serve onboarding for SevenRooms.

You hit rock bottom

You hit rock bottom