Narrative

Designing an AI-powered photo selection app from the ground up.

Narrative helps professional photographers work through thousands of photos faster, using AI to automate repetitive parts of the image selection process while keeping creative decisions in their hands.

As the sole product designer, I designed the app from the ground up and continue to shape its direction and development. I work across the full product design process, from research and discovery to product strategy, UX, UI, prototyping and testing. I use customer interviews, feedback and product analytics to identify opportunities, prioritise improvements and measure results, working closely with product and engineering to bring ideas to life.

A key challenge is making AI feel like a trusted creative assistant rather than a black box. Selecting photos isn't simply about detecting technical flaws. It's about understanding what makes a photograph worth keeping. I focus on designing AI experiences that make genuinely useful creative judgements, remove tedious work and keep photographers firmly in control.

The impact

Narrative has become a category-leading culling and editing tool that tens of thousands of professional photographers actually love, and strong performance across all key growth metrics. I'm proud to have played a central role in building it.