About
I’m a Bedford-based Design Leader with 16 years experience focused on making complex systems clear, trustworthy, and human.
Throughout my career I’ve worked across cybersecurity, e-commerce, hospitality, and media - improving conversion, building design teams, shaping strategy, and helping businesses grow through evidence-led design.
My approach blends product vision with user experience depth: connecting research, rapid experimentation, systems design, and interface craft so that what we ship makes sense, performs well, and feels genuinely valuable to the people it serves.
Whether defining strategy, leading discovery, or refining interface details, my goal is always the same, turn learning into clarity, and clarity into progress.
Leadership and Process
Below are some frameworks and ways of working I’ve found useful when building design practices for both individual contributor work and organisational transformation.
Growth Loops
Cross-business collaboration prioritising rapid learning about customer value to generate growth.
Atomic Research
Breaking insights into reusable components, building a shared knowledge repository across teams.
Jobs to be Done
Understanding and articulating the underlying customer reasoning that drives product adoption.
HEART Metrics
Measuring product success through Happiness, Engagement, Adoption, Retention, and Task Success.
Design is embedded in full-stack outcome-oriented teams rather than focusing just on output.
Team Topologies
When not building teams that produce great product experiences, I find clarity in slower rhythms, cultivation, sketching, storytelling, and the patience required to understand complex things deeply.
Foundations in Multidisciplinary Design
Trained in Interactive Media Production, I built a foundation across human–computer interaction, interface design, web development, animation, and project management. This breadth gave me fluency to bridge disciplines and drive alignment between design, product, and engineering, a generalist with a systems lens who thrives on connecting dots others miss.
Curiosity-Driven by Nature
Early in my career, I gravitated toward user research and experimentation, blending technical literacy with a focus on insight and collaboration. Whether developing interview playbooks or facilitating cross-functional sprints, I learned to translate curiosity into actionable direction, turning questions into momentum.
Designing with a Product Mindset
At Newsflare and Intruder, I embedded deeply in product strategy: identifying key metrics, mentoring PMs, and shaping roadmaps alongside my design work. I don’t just ship designs; I help teams decide what’s worth designing, ensuring design decisions are tied to growth, adoption, and customer outcomes.
Trained for Growth
Through SYSTM, I formalised my understanding of growth mechanics and experimentation frameworks. I now apply those principles to help scale-ups uncover and act on overlooked levers, from onboarding and activation to full-funnel product planning, connecting user experience directly to commercial performance.
Leading Through Design
For me, design leadership is about creating the conditions for great work: strong teams, clear direction, and design embedded in strategic decision-making. I view management not as a layer above design but as design at scale, aligning people, process, and purpose to deliver clarity and impact across the organisation.