Strategy, craft and a stubborn belief that the details matter.

I’m a multi-disciplinary design lead with twelve years of experience shaping digital products that earn their users’ trust. The work has spanned B2B SaaS, enterprise platforms and eCommerce — my through-line is taking ambiguous problems and shipping clear, considered, accountable design.

How I work

I lead with discovery. The cheapest mistakes are the ones you avoid by talking to a real customer for an afternoon before opening Figma. Once the problem is understood I move quickly through low-fidelity sketching to interactive prototypes — resolving fewer, better decisions earlier instead of polishing the wrong thing.

I’m fluent in design-systems thinking, so the output of every project is reusable, not just decorative. I work in AI-enhanced environments without losing the craft — tools speed up production but they don’t shortcut taste. And I write the front-end when it helps the team move; modern HTML, SCSS and JS are part of how I think about UI, not a separate discipline.

What I care about

• Decisions over deliverables. A figma file is a side-effect; the artefact that matters is the team’s shared understanding of why the next ship is going to land.
• Accessibility is a baseline, not a checkbox. If a senior IC won’t use it on their phone in bright sunlight on a 4G connection, it isn’t finished.
• Motion that means something. Animation is a way to clarify state, ease the eye, and confirm the system has heard the user. Decoration for its own sake is a tax.
• Working in the open. I’d rather show a rough Figma at a Tuesday standup than reveal a polished hi-fi at the end of a sprint and discover we built the wrong thing.

Where I’ve worked

Most recently as Head of Product Design at Life Qi, where I run a small team building healthcare-improvement software for the NHS and other large healthcare systems. Before that, four years as Design Director at Interact, the employee-engagement platform — growing the design org, owning the design system, and partnering closely with eng and product on enterprise-scale rollouts. Earlier years span Shopcreator (eCommerce), Shopcreator client work, and a long freelance run with magazines, fashion brands and small SaaS startups.

Outside the work

I mentor junior designers (especially career-changers from adjacent disciplines), occasionally write about the seam between design and engineering, and attempt to play more chess than I do. I live in Manchester with my family.

If any of this sounds like the kind of person you’d like to work with — drop me a line.