Case study · Design Lead · 2023–2025
A property platform that generated $400M in its first quarter
- $400M
- first-quarter revenue
- 15×
- conversion uplift
- 10,000
- new users in Q1
- 3,000+
- bilingual components
Product design leader · London / Mexico City
Lead Product Designer at Equals True. Formerly Associate Design Director at McKinsey & Company.

The work
Case study · Design Lead · 2023–2025
Case study · 2024–2025
Case study · 2026–now
A mix of enterprise, freelance and self-initiated projects.
Product design · 3,000-component bilingual system

Product design · Payments
Editorial · Product UI

Product UI · Fintech
Product UI · Motion

Brand · Product · Business development
Brand · Motion
Identity · AI healthcare

Local directory · Self-initiated
Editorial design · Product UI
End-to-end product design across The Telegraph’s mobile app, Premium subscription experience, Rewards and Careers platforms, including editorial card design and the development of coded content experiences for Apple News.
See the careers site ↗







Product UI · Fintech
A super app prototype for MTN mo: one place to hold a wallet, pay bills, scan to pay, send money abroad, borrow and buy now, pay later. The visual language pairs a bright MTN yellow with teal, illustrated characters and confident display numerals, so financial tasks feel approachable.
Visit MTN ↗











Product UI · Motion
Promotional motion work showcasing product interface design for an energy-sector consulting engagement, including a new loyalty programme inside the EV charging app.
See the app ↗Brand · Product · Business development
An end-to-end digital experience for an independent coaching practice, spanning its website, visual identity and a purpose-built journey tracker that connects coaches and clients between sessions.
Visit the site ↗




Local directory · Self-initiated
A self-initiated local food directory created to champion Brixton’s independent restaurants, help people discover neighbourhood favourites and celebrate the people and stories behind them.






How I work
Testimonials
“She will be the first name on a list for further client effort, or to come as a Head of Design.”
“Sophia Akrofi is so much more than a world class designer. In a world full of AI, she brings a level of humanity that allows your brand to cut through the noise.”
“You build strong client relationships, not just for yourself but also for the whole team. Based on your work, the whole team gained client trust and confidence.”
“She is one of the most equipped designers in the firm.”
“Sophia shaped my brand from its identity to its digital experience, creating a presence that communicates my vision before I enter the room.”
“She went out to figure out personas, then problem-solving with leadership, and then designing high-level user flows, before the next session.”
“She is super easygoing, amazing to collaborate with and fun to be around.”
“Sophia has an exceptional ability to combine creativity with strategic thinking, always delivering solutions that are both visually impactful and highly user-centered. She consistently challenged me to think deeper about user experience, product thinking, attention to detail, and design storytelling.”
Beyond work
Experience
Equals True (design agency), Mexico City
McKinsey & Company, Paris
Dailymotion, Paris
Apple News · The Telegraph, London
About • Adaptable design practice