Simplifying ideas to bring clarity

Hi, I'm Maxwell, a seasoned designer with over a decade of experience working with organisations of all sizes — from non-profits to large corporations. I specialise in simplifying complexity, and design systems with a less but better approach.

Simplifying ideas to bring clarity —

I'm a Product Designer with over 10 years of experience in the industry, working with a wide range of organisations from non-profits to big enterprises. Previous clients include GoodNotes, Shell, Hive Home, Emirates, The European Union, Lego, Gap, Just Eat and IBM.

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Shell MarketHub 2.0

$19B e-commerce platform redesign

UI, UX, Design System, B2B

Global Traceability Platform

Traceability on bottles, cartons, pallets


LubePro Global

Site assessment tool for field advisors


Honey Design System

Design system for a smart home co

UI, UX, Design System

Design Leadership at GoodNotes

Most recently, I led design at GoodNotes, scaling the team from 2 to 12 designers, developing DesignOps and kick-starting Ink Design System.

I've been leading Design Systems for 5 years

Design system projects


Introducing a new design language and cross-platform experience for the #1 digital paper experience on the market.

GoodNotes, Figma, 2022


A comprehensive design system and user experience for Shell MarketHub, a $19B e-commerce platform.

Shell, Figma, 2020


Powering internal alignment, rapid prototyping and beautiful experiences with this web-focused system and UI kit.

Hive Home, Sketch, 2018

"Maxwell is our design systems god."

Anojan Sivaranjan

Product Designer, GoodNotes

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Currently seeking a new role in Copenhagen, Denmark from 2023.