Still evolving, still making things work better
I have spent 22 years in design, and since 2011, I have worked on behaviour-driven products in which user motivation, product incentives, and business goals are deeply interconnected. Over the last 7 years, I have led design teams in healthtech, fintech, crypto, AI in HR-tech, building systems, standards, and ways of working that supported product growth at scale.
I am thriving in environments where things are moving fast, or the organisation has outgrown instinct. That is the work I do best:
turn ambiguity into direction
transform scattered efforts into stronger systems
shift design into a function that creates measurable value across product, team, and business
My values
People First
I build teams around trust, support, and healthy collaboration. I want people to feel stretched, not lost. I believe people do their best work when the environment around them is well designed.
Innovation
I operate by questioning the way things are. Innovation is not only about bold ideas. It is about continuous improvement, learning, building better systems, and the courage to improve what no longer works.
Community
I believe good design is collaborative by nature. I care about mentorship, knowledge sharing, and building cultures where people raise each other’s level.
I care about design that creates direction, not just deliverables and craft at the intersection of product design and AI technologies
Products I helped shape have been recognised by leading companies and the press
I have led design for products featured by Apple, NHS-linked programmes, and respected technology, business, and finance publications. Explore the links below for selected coverage and references.
