Despite or perhaps because of my seemingly squiggly career, I bring a vast toolkit to help me specialise in transforming less UX mature organisations into user-focused businesses that deliver better customer engagement and retention. I typically join companies at critical inflection points—rebrands, acquisitions, or strategic pivots. My core value is bridging gaps: between departments that don’t communicate, between old-guard subject matter experts and modern design practices, between business goals and user needs, between exacting design craft and pragmatic delivery.

My strength lies in providing user-insight-led design vision with a high level of craft and pragmatism, whilst also building very creative, high-performing, accountable design and research teams (often building from the ground up from 2-3 to 15-20+ people), establishing cross-functional trust with peers and stakeholders. I prove UX ROI through major transformational projects with significant strategic shifts in products and the customer experience as a whole, as well as through smaller yet significant feature improvements. I’m particularly drawn to content-rich, human-connection-oriented products and services from news media to companies with physical products or brick-and-mortar customer experiences —places where design can solve real problems and create meaningful impact, not just polish digital interfaces.

My Approach to Leadership and Impactful Design

My LinkedIn profile

Companies and clients I’ve worked with

Sharing thought-leadership on… leadership