About me
My story
Principal Product Designer with 15+ years designing products, growing teams and helping organisations navigate complexity. I enjoy turning ambiguity into clear strategy, aligning people around customer outcomes, and building products that create lasting impact.
Principal Product Designer with 15+ years designing products, growing teams and helping organisations navigate complexity. I enjoy turning ambiguity into clear strategy, aligning people around customer outcomes, and building products that create lasting impact.
Principal Product Designer with 15+ years designing products, growing teams and helping organisations navigate complexity. I enjoy turning ambiguity into clear strategy, aligning people around customer outcomes, and building products that create lasting impact.
What do I care about?
Great design isn't just about creating beautiful interfaces.
It's about bringing clarity to complexity, helping teams make better decisions, and building products people genuinely enjoy using.
Whether I'm working with a startup founder or a government department, I care about solving the right problem before designing the solution.
How I work?
Discovery
Finding the real problem before building solutions.
Align
Creating shared understanding across teams and stakeholders.
Design
Building products, services and systems that scale.
Measure
Using evidence and experimentation to continuously improve.
What I learned?
– Sometimes the best outcome isn't proving an idea– it’s knowing when not to build it.
– Design systems don't create consistency; it's created by shared understanding.
– Platform migrations succeed when teams align around experiences, not technology.
– The fastest teams aren't the ones who build the quickest– they're the ones who reduce uncertainty early.
What do colleagues value most?
– Simplifies complex problems into practical solutions.
– Builds alignment across multidisciplinary teams.
– Creates collaborative, psychologically safe environments.
– Combines strategic thinking with hands-on delivery.
"Working with you always made the team and the work better.”
What do colleagues value most?
– Simplifies complex problems into practical solutions.
– Builds alignment across multidisciplinary teams.
– Creates collaborative, psychologically safe environments.
– Combines strategic thinking with hands-on delivery.
"Working with you always made the team and the work better.”
Building something complex?
Whether you're scaling a startup, modernising government services, or creating a new product from scratch, I'd love to hear what you're working on.