Call me Femi
Fine artist turned product builder.
I still work like a painter: look closely, and cut whatever doesn't serve the picture.
About Me
I'm a product builder and founder who takes ideas from first sketch to live product. My background spans UX design, user research, business analysis, and digital marketing, so I see the whole picture: why users behave as they do, what they need on screen, and how each decision pays back for the business.
For over a decade I've worked freelance, on contract, and in-house, including product design at Australian Skin Lab and digital marketing at Amtan Medical Group. In 2021 I founded Mediawind, a product studio where I lead design, development, and strategy. I also founded Bawo Africa, a culture-first language-learning platform now in live beta.
I hold a Master of Interactive Media Design from Griffith University and I'm completing an MBA (Advanced) at Torrens University. That's why I'm as comfortable with requirements and margins as I am with user flows.
Based in Warrnambool, Victoria, and working with teams across Australia.
Whether you need a product built or a product leader on your team, I bring craft, curiosity, and ownership of the result.
Business analysis in practice
I don't treat analysis as a separate phase. It's how every product decision gets made. Three examples from my own work:
Requirements from research: Bawo Africa. I ran 25 interviews across five learner groups and turned them into three requirements every feature had to meet: content built by native speakers, authentic audio, and people to turn to when stuck. Each one became a product decision. The native app is now being built from requirements written from beta evidence, not assumptions.
Cost modelling: Queen Nwaneri. Instead of maintaining around 800 hand-typed prices, I analysed the printer's quote sheets and found that cost for eight of nine materials was a rate multiplied by area. I validated that model against more than 150 real quotes, with a worst error of 0.02%. The one exception was handled explicitly rather than estimated.
Scope and prioritisation: Dr Amtan. Chat, prescription history, and a symptom checker were all scoped, then cut, to protect the two journeys patients needed most: a daily health tip and two-tap booking.
In larger organisations the same approach applies to process mapping, stakeholder alignment, and digital improvement: understand the current state, define what must be true, deliver in small steps, and measure the result.