A hands-on design leader with over 15 years' experience crafting digital products, developing others and shaping design’s impact. I use insights driven by research and data to empower colleagues & engage stakeholders, allowing teams to fail fast and learn quickly.
✨ Led end-to-end design of Zilch Plus, achieving 85% paid retention and £120,000 MRR within 6 months
🚀 Helped scale Tembo from MVP to product-market fit and reduced cost of submission from £4,000 to £500
🏆 Won Innovation of the Year & multiple Best Mortgage Broker awards for the Tembo product & experience
✈️ Designed a personalised travel package picker, scaling to £22m revenue within 12 months
I design systems and patterns that expect evolving user needs and business goals, reducing the cost of change over time.
I use experimentation, data, and insight to reduce uncertainty and help teams make confident product decisions.
I set a clear bar for quality and decision-making, then empower teams to meet it through trust, coaching, and collaboration.
How do you scale a startup sustainably without increasing costs?
Read case studyDoes the current discover page meet the changing needs and expectations of our members?
Read case studyHow do we sell large group travel experiences to small groups?
Read case studyReduce the reliance on agency staff to submit and approve timesheets.
Read case studyCan you remove noise in our product tables without compromising user choice.
Read case studyCan we add TCO to our product in a way that satisfies user needs, business goals and regulatory expectations.
Read case studyCan we better understand the process by which users purchase a mobile phone.
Read case studyCan we increase the confidence that a customer will be accepted for a credit card they apply for.
Read case studyPromoting user-centred design thinking in a team with no dedicated UX resource.
Read case study