I’m a Product Design Leader with a knack for creating digital experiences that blend beauty with functionality. With a background in product design, strategy, and team leadership, I’ve worked with some of the industry’s most well-known brands—Atlassian, Channel 4, Transport for London, and Sky—to design products that genuinely make a difference.
My design philosophy is rooted in the idea that impactful work goes beyond aesthetics; it’s about solving real problems. I approach each project with a balance of user research, data-driven insights, and iterative testing to deliver solutions that work seamlessly and feel intuitive. Whether it’s boosting user engagement for platforms with hundreds of thousands of users or leading a design overhaul that directly impacts revenue, I’m passionate about using design to drive meaningful results.
revenue generated
MAU growth
expand rate generated
project success rate
Design balance
Successful design always puts customer needs first. While it’s important to balance this with business requirements, technical constraints, and industry standards. Achieving this equilibrium ensures that designs are not only user-centred but also practical and aligned with broader objectives.
Design systems
Every design decision we make is part of a bigger picture, influencing the system as a whole. By understanding (and defining) these systems, we're able to improve decision-making, performance, and cohesion of user experiences.
Design accountability
Great design is measurable. Whether it’s improving customer sentiment or increasing a metric. Success comes from having clear goals and continuously monitoring outcomes. This accountability ensures that designs deliver real, tangible value.
Design psychology
Design is shaped by understanding technology and the human mind. This library of patterns, behaviours, methods, and studies help us create consistent, seamless, and natural experiences.
I focus on aligning business goals with user needs through collaborative strategy, research, and UX workshops, ensuring every design decision balances functionality with user delight. By deeply engaging with stakeholders and analysing user insights, I create experiences that drive satisfaction and meet strategic objectives.
In the design phase, I translate complex ideas into functional prototypes and wireframes, ensuring each element aligns with user needs and business goals. My process involves diveraging and then converging through a DVF framework. This takes all disciplines into account while aiming to design useable and delightful experience.
I use research methodologies like SEQ/PURE, concept testing, experimentation to validate and refine designs, ensuring they meet user expectations and business goals. This process reveals both what works and areas for improvement, allowing for continuous enhancement of the product.