With 18 years of experience working both in-house and in agencies, I'm comfortable when things feel uncertain, goals aren't clear, and user needs are hidden. That is when product design moves beyond simply delivering features. It becomes a strategic tool to shape user experiences and drive business impact.
I start with curiosity: asking why, imagining what could be, and focusing on what really matters. I help teams find clarity, come together around a clear purpose, and work towards meaningful results.
My background covers product design with a focus on user experience and design strategy. I'm skilled in systems thinking, mapping, design systems, creative coding, illustration, and visual storytelling. I build prototypes using code and AI tools to quickly test ideas and challenge assumptions. I've built design systems from scratch, updated them over time, and know when to bend the rules for better results. Using design systems helps me keep quality high while staying true to the original vision.
I'm passionate about making customer journeys more enjoyable by adding warmth and a friendly feel to products when needed. I create designs that truly match the brand and connect emotionally with users, all while keeping accessibility in mind as I am a dyslexic designer.
At the heart of my work is a drive to uncover user needs and align them with business goals, creating thoughtful, strong solutions built to grow.
AI can help create, improve, and support, but it can't understand people, balance different needs, or know what is truly important.
That is where I step in, not just in what we create, but in how we think, work together, and grow through design.
Leadership Experience
I've led design teams made up of Product Designers, Service Designers, and UX Researchers. My leadership style is based on empathy. I support people, listen carefully, and give space to try new things without adding too many rules. I believe this helps create stronger, more human-centred teams.
I focus on collaboration across different roles and help everyone stay aligned. I care about keeping our work clear, simple, and easy for non-designers to understand too. This helps build trust and shared understanding. I try to create a space where designers can share ideas, learn together, and create user-focused products that also meet business needs.
Tools I Use
Figma, Windsurf, Rive, Miro, Illustrator, front-end html, css and js
Skills
Design Strategy, Product Design, Systems Thinking, Utilising Ai in Design, User Testing, User Experience Design (UX), User Interface Design (UI), Design Systems, Creative Coding, Illustrating, Prototyping & Wireframing, Visual Storytelling