ABOUT ME 

I'm a Senior Product Designer who helps organisations solve complex product challenges through research, strategy, experimentation, and delivery.

Over the last decade, I've worked across SaaS, fintech, insurance, retail, and education, leading initiatives that improve customer experience, increase conversion, and enable teams to deliver products more effectively. My work spans the entire product lifecycle—from discovery and user research through to product strategy, design, validation, implementation, and optimisation.

I specialise in bringing clarity to complex problems. By combining user insight, business objectives, and technical constraints, I help teams identify the right opportunities, align stakeholders around a shared vision, and deliver solutions that create measurable impact.

I work closely with Product Managers, Engineers, Data Scientists, and senior stakeholders, facilitating workshops, leading research programmes, validating concepts through testing, and translating insights into scalable products and services.

Whether redesigning customer journeys, building enterprise platforms, establishing design systems, or shaping AI-enabled workflows, my focus remains the same: solving meaningful problems and delivering outcomes that benefit both users and the business.

Selected outcomes:
- Increased conversion by 55.4% through experimentation-led redesigns
- Improved progression to quote stage by 18.2%
- Reduced purchase journey completion time by 40.2%
- Accelerated delivery through scalable design systems and component libraries
- Designed and launched Cairn, an AI-powered workflow platform supporting product teams
- Influenced product strategy and roadmap decisions through research, testing, and cross-functional collaboration

MY PROCESSES / WORKFLOWS 

In 2025, I developed an AI-assisted product design process to explore how AI could support product teams beyond content generation and prototyping. Rather than using AI as a shortcut, I wanted to understand how it could strengthen research, synthesis, ideation, decision-making, and delivery throughout the product lifecycle while keeping human judgement at the centre of the process.

Building on established methodologies such as the Double Diamond, the framework introduces structured AI touchpoints across discovery, validation, delivery, and continuous improvement. The goal is to create a connected workflow where insights, decisions, and outcomes remain linked from research through to launch. AI is used to accelerate research synthesis, identify patterns, support workshop preparation, explore concepts, document decisions, and improve knowledge sharing. It acts as an assistant throughout the process—not a replacement for product thinking.

To test and operationalise the framework, I designed and built Cairn, an AI-assisted product design platform that guides teams from discovery through to delivery. My interest in AI isn't about producing outputs faster. It's about improving product thinking, strengthening decision-making, and helping teams deliver better outcomes for users and businesses.

MY EXPERIENCE

Senior Product Designer - Domestic & General (Insurance)
2023 – Present
D&G is one of the UK's largest insurance providers. I lead product design across the acquisition and registration journey — working closely with Product and Engineering to identify opportunities, shape roadmaps, and deliver measurable outcomes.
I've led multi-method research, redesigned core user journeys, delivered A/B tests, built a brand-agnostic design system, and designed and built Cairn — an AI-assisted product design process app now used to structure end-to-end workflows.

Key highlights:
→ +55.4% CVR uplift through experimentation-led redesign
→ +18.2% improvement in users reaching quote stage
→ Reduced purchase journey completion time by 40.2%
→ 50% faster delivery via scalable design systems
→ 8–10% increase in in-store conversion across retail partners


Senior Product Designer - Silverbullet / 4D (MarTech / AdTech)
2020 – 2023
4D was a B2B SaaS contextual advertising and insights platform built for the post-cookie era. I joined at MVP stage and helped shape the UX direction as the product scaled from a single feature into a multi-product suite over two years.
Working at MVP stage in a genuinely novel space taught me a lot about designing for complexity, ambiguity, and speed.

Key highlights:
→ Designed the Insights product with context auto-optimization
→ contributed to 31% CTR uplift
→ Delivered Video Placement Targeting including YouTube
→ Designed the Dimension Marketplace — enabling third-party algorithm integrations
→ Built out dashboards, reporting, notifications, and campaign management

UX Designer (Contract) - MullenLowe London
2020
Brought in to lead UX on a global website redesign for Nord Anglia Education — a large-scale, multi-market project covering desktop and mobile across five countries.

Key highlights:
→ Produced high-fidelity prototypes in English and Mandarin
→ Ran international usability testing across UK, US, Thailand, Qatar, and Mexico → Coordinated parallel Chinese-language testing with a regional agency
→ Delivered A/B testing results and recommendations to stakeholders and clients

UX Designer - Blue Motor Finance (FinTech)
2018 – 2020
Sole UX designer at a fast-scaling fintech — featured on the FT 1000 fastest-growing companies in Europe three years running, ranking number one in 2019.

Key highlights:
→ Embedded user-centred design practices from scratch across the business
→ Led end-to-end design across five core products — onboarding, e-signing, finance proposals, customer portal, and website
→ Delivered a full brand project: identity, guidelines, and digital experience

Earlier Career
2009 – 2018
Before specialising in product design, I spent several years as a Digital Art Director and UX Designer across some of the UK's best-known media brands — including News UK, The Guardian, and The Telegraph.

That period taught me creative rigour, how to work under pressure, and how to pitch and present ideas with conviction. Design contributions across those years supported over £10m in pitch wins between 2012 and 2017.

LEARNING

Ongoing Development
AI-assisted workflows, experimentation, accessibility, and design systems.

Digital User Experience Research Methods  |  Goldsmiths University
Explored advanced qualitative and quantitative research methods, including
eye-tracking, VR, AR, and emerging behavioural analysis techniques.

User Experience Design  |  General Assembly, London 
Formal training in user-centred design, research, interaction design, prototyping, and usability testing.

INTERESTS

I have a great love for the outdoors - cycling, camping and hiking blows away all the cobwebs!