Helping teams build digital products
Focusing on discovery and testing, I conceptualise, prototype and validate assumptions that balance business objectives and user outcomes.
Having enjoyed years in software development I communicate effectively with developers, meeting their needs and idenfying opportunistic approaches to delivery
A multi-disciplinary background
Interaction Design
Since designing my first website in 1993, I’ve personally witnessed the evolution of the web. This history has given me a solid foundation of the core concepts of Interaction design. My grounding in usability came from studies with Human Factors (HFI).
Lean UX, Agile, SAFe
Beautiful products are beautiful all the way through. So in addition to excellent discovery and craft, our processes should also be efficient and clean. I have helped define the way enterprise design teams work within a SAFe framework, shepherding projects all the way from the Portfolio layer to execution.
User Research
Throughout my career, I’ve always believed in the power of talking to customers, even before we knew to call that “user-centered design”. I’ve done lots of generative, primary research including in-home ethnographies, on-the-street intercept interviews, and co-design workshops.
Digital Marketing
Throughout my career, I’ve managed both strategy and creative for digital marketing. I understand how to analyse and optimise a funnel, how to run multivariate testing, and how to build compelling and effective creative that meets and exceeds goals.
Web Development
There was a part of my career where I would turnkey entire websites by myself. This included front and back-end development, database architecture, and site hosting and configuration. This technical understanding helps me have informed conversations with development partners.
Visual Design
Before the web even existed, I worked for a couple agencies doing print design. During this time, I became grounded in visual design principles, Gestalt theory and typography. I’ve continued to build these crafts through all the fads and eras.
Guiding principles in everything I do
People come first
Caring about people and showing empathy isn’t a strategy—it’s just part of being a decent human. I try to lead with kindness and give people the benefit of the doubt. Everyone has their own struggles, so I aim to be understanding and forgiving whenever I can. Staying humble, choosing to trust first, and offering help just because it’s the right thing to do—those are the values I try to live by every day.
Create purposeful connections
Most of us want our work to matter—to feel like what we do actually makes a difference. As a leader, I see it as my job to help people connect the dots between their everyday tasks and the bigger mission we’re working toward. When people understand how their efforts fit into something meaningful, it’s not just their skills you get—it’s their energy, passion, and heart, too.
Challenge the status quo. Drive change.
In big companies, it’s easy for people to settle into their routines and stick with what’s familiar. I like to think of myself as a “constructive disruptor”—someone who isn’t afraid to stir things up a bit and ask, “What if we tried this differently?” I enjoy turning problems on their heads and encouraging others to move from “why we can’t” to “how might we?” For me, it’s about sparking fresh ideas and helping the team see new possibilities together.
Always strive for better
I believe we should always be looking for ways to make things better—for both our customers and our team. It’s easy to get caught up chasing perfection, but sometimes that just gets in the way. I’d rather see us make real, positive changes, even if they aren’t flawless, than hold back waiting for everything to be perfect. Progress matters more than perfection.
Balanced candor
I belive in being open and honest with my team, and I hope they feel comfortable being just as direct with me. But I also think honesty only works when it comes with a dose of kindness. After all, we’re all people, each with our own hopes, worries, and dreams. Being straightforward helps us get things done, but it’s kindness that builds the trust we need to really grow together.
Expertise
I know the tools, the challenges, and what it takes to get great work done.
Post Up
brainstorm ideas, write them on sticky notes, and share them. This is useful for generating a large number of ideas quickly
Affinity Diagramming
grouping the ideas from the post-up activity into themes to identify patterns and recurring topics.
Landscape Mapping
Evaluating the themes from affinity diagramming to understand the relationships between them, often used for creating empathy and customer journey maps
Storyboarding
Creating a visual narrative of a user’s interaction with a product to understand the context of use
Role Playing
Acting out scenarios to gain empathy for the user and understand their potential challenges
Trending Product Analysis
Analyzing popular products to understand how they meet user needs and identify current UX trends
Gamification Design
Brainstorming ways to incorporate game-like elements such as badges and achievements to increase user engagement
Design Critiques
Teams provide constructive feedback on each other’s work to improve the quality of designs.
Core Stack
Figma
Axure
Notion
Pixelmator Pro
Photoshop
Illustrator
Omnigraffle
Jira
Confluence
Clients
