Scope
I work where there are moments of change: a new product opportunity, a product that isn’t working as it should, company entering a new market, or an organisation looking to become more user-centred & strategic.
Over 15+ years, I’ve worked across startups, scale-ups and global organisations in Europe and Asia, creating products, shaping experiences, building design teams and changing how organisations make design decisions.
My experience spans consumer technology & electronics, travel, fintech, insurance. I'm less interested in the medium than the problem we're trying to solve.
I've led a connected consumer product from 0→1 to 100k+ units sold and acquisition by Sky, grew and managed a 15-person distributed global design team, delivered measured outcomes including 31% higher fintech onboarding completion and improved supplier payment retention.
Leadership
15-person global design team · 3 regions · 5 senior leadership teams
I've built and led distributed design teams, developed ways of working and coached senor leaders to strengthen how organiations makde design decisions.
At ROXI, i joined as the founding designer and helped create a new connected music product from scratch, establishing the product vision design langugae, team and experience across hardware, software, brand and service.
At STA Travel, I led a 15-person global design organisation aross three continenets, rebuilding processes, team culture and relationships with the wider business.
At the (RCA) Royal College of Art , I coached and mentored 5-senior leadership teams, concurrrnelty, embeding design capabilities into each company.
Evolution
Industrial design → digital → product → design leadership
From making products to changing how organisations make them
I started in product design. Over time, the problems became bigger.
I moved from designing individual products to shaping product/portfolio direction and propositions. From working alone to leading teams, and from solving design problems to changing the conditions in which design happens. Today, I work across all of these levels.
The work changed, but three things stayed consistent:
Start with the problem, not the solution
Make ambiguity tangible
Connect strategy to something people can actually use
Approach
I work best when the answer isn’t obvious yet. I bring research & insights, product thinking and design together to understand what’s really happening before deciding what to make. I move between the strategic question and the practical detail.
Whether it’s a connected product, digital platform or service, I tend to come back to the same questions:
Who are we designing for?
What are we actually trying to solve?
What matters most?
What do we need to learn?
Beyond
Outside of work, I write, mentor, talk and occasionally take on advisory or fractional design roles. I'm interested in how design and product leadership is changing, new technologies, products and ideas and learnings; it helps keep me curious.
Now
What I am exploring today is how emerging technology is changing what product experiences can be, what we can create, and how we create it. I’m particularly interested in making good, human-centred decisions as technology expands what’s possible. I care about work that delivers something meaningful, and, where possible, changes what people expected was possible.
